Gaming monetization firm scores $25m for APAC expansion

Admix, a London-headquartered gaming monetization firm, has raised US$25 million in its series B round as it looks to expand into the Asia-Pacific region, beginning with Japan, Vietnam, Philippines, Indonesia and Singapore.

Admix CEO Samuel Huber/ Photo credit: Admix

Rocket Capital, Elefund, Force Over Mass, DIP Capital, and Notion Capital, Speedinvest, Colopl Next, Sure Valley Ventures, Sidedoor Ventures, Kuvi Capital, and angel investors from the gaming industry also took part in the round.

The latest round brings the total funds raised by the company to US$37 million.

Founded in 2018, Admix helps bridge the gap between brands, creators, and advertisers using non-intrusive product placement within video games. Over 300 global games and several advertisers use its platform, which uses drag-and-drop software development kits for game publishers to integrate into their games.

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“The next phase of the product development into a set of monetization 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,” Admix said in a statement.

The company said it is experiencing “hypergrowth”: Its revenue is on track for a 1,000% year-on-year increase, driven by inbound and direct sales. It has also doubled its headcount to over 80 this year, and signed deals for campaigns with brands including Calvin Klein, Schuh, Movember, and Sky.