Admix raises $7 Million

Admix has closed its Series A funding round to drive the next stage of the company’s growth. This takes the total investment raised for the business to $9.2m. The Series A was led by UK based – Force Over Mass with participation from Speedinvest, Sure Valley Ventures and Nigel Morris (a former Dentsu Aegis executive).

The London-based company is working to bring ads to games, esports, virtual reality and augmented reality. In-game advertising is already a huge market, but Admix is differentiated by focusing on building a product that supports game advertising at scale, where advertisers can bid programmatically through traditional ad-buying platforms, rather than relying on an ad agency model.

“Increasingly brands are seeing the limits of traditional digital advertising, the focus is now on formats such as in-game advertising targeting wider audiences. We are delighted to continue to support the team with this latest fundraise and their future as the leading non-intrusive advertising platform for gaming, esport, AR & VR.” Isabelle O’Keeffe, Principal, Sure Valley Ventures

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