Admix raises $25M Series B to scale up in-game ads, and prep for Metaverse gaming

Last year we covered Adtech startup Admix’s $7 million Series A funding. The London-based company brings ads to games, e-sports, virtual reality, and augmented reality. In-game advertising at scale, where advertisers can bid programmatically through traditional ad-buying platforms, rather than relying on an ad agency model, remains an enormous area, largely under-exploited.

Today Admix is doubling down on this very model, with a $25 million Series B round to scale up its ‘In-Play’ solution and prep it for new platforms like metaverses – the likes of Facebook and others are clearly building.

The new raise brings Admix’s total funding to USD $37 million.