Admix, a London-based online monetisation platform for in-game advertising, has raised $25 million in a Series B investment led by Rocket Capital, an Asia-focused venture capital firm.
In addition to London-based growth investors Kuvi Capital and unidentified angels from the gaming sector, Elefund, Force Over Mass, DIP Capital, Notion Capital, Speedinvest, Colopl Next, Sure Valley Ventures, and Sidedoor Ventures participated.
Admix will be able to expand into Asia Pacific, the fastest-growing e-sports and gaming industry in the world, with the help of this finance. More than half of the world’s gamers are from Asia, and monetisation is still in its early stages.
Admix, which was founded in 2018, offers a system that integrates non-intrusive product marketing placements into video games, resulting in a better experience for gamers, brands, artists, and marketers.
Its platform allows game producers to include drag-and-drop software development kits (SDKs) into their games. It also aids marketers in gaining access to the gaming industry, as well as providing impartial measurement and data reporting. The business wants to expand on its unique rendering technology, which can digitally insert complex 2D or 3D constructs into any 3D scene with no impact on virtual world engine performance, to enable creators to generate money from their material.
Admix claims to have worked with over 500 marketers across the world to monetize over 300 gaming and virtual-world activities so far.
The next phase of product development, which will include a set of monetisation tools for the creative economy in the metaverse, will be well received in Asia, which was one of the first to adopt NFT and metaverse gaming.
Rocket Capital is a seed-stage venture capital firm focused on new media and technology companies. It assists its portfolio firms in scaling and expanding into new markets, with a particular emphasis on Asia.
Manila and Amsterdam are the fund’s offices.
