(L-R) Admix co-founders Samuel Huber and Joe-Bachle Morris

(L-R) Admix co-founders Samuel Huber and Joe-Bachle Morris

Admix, a London-based online monetisation platform for in-game advertising, has closed a US$25 million Series B funding round with participation from Asia-focussed VC firm Rocket Capital.

Elefund, Force Over Mass, DIP Capital, Notion Capital, Speedinvest, Colopl Next, Sure Valley Ventures, and Sidedoor Ventures, besides London-based growth investors Kuvi Capital and unnamed angels from the gaming industry, also joined.

This funding will enable Admix to expand to the Asia Pacific, the fastest-growing e-sports and gaming market. Asia accounts for more than 50 per cent of the global gaming audience, while monetisation is in its infancy.

Also read: Metaverse is around the corner and you should play a role in it

Founded in 2018, Admix provides a system that uses non-intrusive product advertisement placements embedded into video games, creating a better experience for players, brands, artists, and marketers.

Its platform utilises drag-and-drop software development kits (SDKs) for game publishers to incorporate into their games. It also assists advertisers to get access to the gaming world, independently certified measurement, and data reporting.

To enable creators to make money from their content, the startup plans to iterate on its proprietary rendering technology, which can digitally inject complex 2D or 3D constructions into any 3D environment with little influence on virtual world engine performance.

So far, Admix claims to have collaborated with over 500 advertisers worldwide to monetise more than 300 gaming and virtual-world experiences.

The next phase of the product development into a set of monetisation tools for the creator economy in the metaverse will also have a wide application in the Asian market, which is one of the early adopters of NFT and metaverse gaming.

Rocket Capital is an early-stage VC fund investing in new media technology startups. It helps its portfolio companies to scale and expand into new regions, with a specific focus on Asia.

The fund has offices in Manila and Amsterdam.

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Image Credit: Admix

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