Gaming
ADMIX RAISES $25M SERIES B TO MONETIZE THE METAVERSE WITH IN-PLAY
Admix, the leading In-Play monetization company that bridges the gap between gaming content and brands, today announces that it has raised USD $25 million in a Series B round to scale up its In-Play solution worldwide; and establish it as the content monetization layer for the metaverse.
Arriving just one year after Admix’s Series A round, this latest raise is the largest secured by any non-intrusive games monetization company and brings Admix’s total funding to USD $37 million. Participating in the Series B round are renowned VCs Elefund, Force Over Mass, DIP Capital, Notion Capital, Speedinvest, Rocket Capital, Colopl Next, Sure Valley Ventures and Sidedoor Ventures as well as growth investor Kuvi Capital and angels from the gaming industry.
Founded in 2018, Admix pioneered In-Play advertising; an unrivalled solution that bridges the gap between brands, creators and advertisers using non-intrusive product placements integrated inside video games. Over 300 global games and thousands of advertisers currently use Admix’s end-to-end platform which utilizes drag and drop SDKs for game publishers to integrate into their games, a platform for advertisers to access the gaming world, independently verified measurement and data reporting. The company has recently made key hires in the Americas and APAC where its presence will now be expanded further.
The first phase of Admix’s development has proven its commercial model, which is on track to deliver 1,000% year-on-year revenue hypergrowth. This fresh capital is set to power Admix’s evolution as a set of monetization tools for the new creator economy, and its second critical phase of product development that will set standards in the formative metaverse. In building the technology and tools to empower creators to make money from their content, Admix will iterate on its state-of-the-art proprietary rendering technology which can digitally inject complex 2D or 3D constructs into any 3D environment, with zero impact on virtual world engine performance.
Samuel Huber, CEO and Co-founder at Admix, commented:
“We’re delighted to have secured this substantial funding round which signifies the start of Admix Phase 2. This funding round validates the incredible hard work which the entire team has worked so tirelessly to reach. We see the internet entering a new stage: Web 3.0 or the metaverse, characterized by real-time 3D interactions and a new creator economy, spearheaded by the video games industry. We are establishing In-Play as the monetization layer for gaming and the metaverse. While many players in our industry are essentially agencies, Admix is building critical infrastructure for creators to monetize their content in the best way possible.”
Admix COO and Co-Founder, Joe Bachle-Morris, added:
“This Series B round – the most significant in our industry by far – comes at a time when household name brands and some of the highest-grossing games ever are joining either end of the Admix ecosystem. Research we released last week demonstrates just how hot an area this is for brands, with 93% of media buyers intending to conduct an In-Play campaign within the next few years. We’ve built an unbeatable tech stack, proved our model commercially and recently put boots on the ground in North America, LATAM and APAC, where our presence will now be ramped up. Admix is at the forefront of gaming as a media channel and we’re excited to be able to put even greater firepower behind creating the infrastructure that will enable our creators and clients to maximize the opportunity.”
Serik Kaldykulov, Founder and Managing Partner at Elefund, commented:
“Sam and Joe are exactly the type of founders we want to work with at Elefund. They created Admix and In-Play with their incredible vision for the future of digital gaming, and we believe that they will continue to play a significant role in shaping how consumers and businesses exist and interact in what the world will come to know as the metaverse.”
Lucas Stoops, Investment Manager at Force over Mass Capital, commented:
“We are delighted to invest in Admix again. This Series B shows the wider market is waking up to new monetization tools. The investment will allow Admix to continue to innovate with its platform, enabling developers to monetize their games and advertisers to reach a new and growing audience.”
Admix is experiencing hypergrowth driven by unprecedented inbound and direct sales and has doubled in size to more than 80 staff this year. It has recently signed deals for In-Play campaigns with Calvin Klein, Schuh, Movember and Sky.
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Association of National Olympic Committees
Spectatr.ai Partners with ANOC, ISSA to Power Real-Time Highlights for Islamic Solidarity Games
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Spectatr.ai, a Sequoia-backed innovator in AI-powered sports technology, is partnering with the Association of National Olympic Committees (ANOC) and the Islamic Solidarity Sports Association (ISSA) to deliver real-time highlight clips during the Islamic Solidarity Games in Riyadh, Saudi Arabia.
This collaboration aligns with the wider digital content partnership between ANOC and ISSA and will transform how the Games are experienced globally — bringing high-quality, real-time match, moment and daily highlights from more than 20 sports over 15 days to fans worldwide. This announcement follows news of the strategic partnership between Spectatr.ai and Triple B Media to empower sports organisations around the globe to improve the sports fan experience through the power of artificial intelligence.
Earlier this year, ANOC and ISSA signed a Memorandum of Understanding (MoU) to enhance the global visibility of the Islamic Solidarity Games, which will bring together more than 3500 athletes from 57 National Olympic Committees. Under the MoU, ANOC will broadcast the Games live via ANOC.tv, produce digital content through the ANOC.tv studio, and distribute highlights worldwide through the ANOC Digital Content Hub. Spectatr.ai’s technology will serve as the AI backbone of this initiative, ensuring every defining moment from decisive goals to emotional victories is captured and shared within seconds.
“Our collaboration with ANOC brings AI-powered storytelling to one of the world’s most unifying sporting events. We are honored to support Riyadh 2025 by showcasing every story, emotion and achievement as it happens — reaching fans everywhere in real time,” said Richa Singh, Co-Founder of Spectatr.ai.
Spectatr.ai will deploy its proprietary PULSE engine, an on-cloud, low-latency highlights system that identifies key moments such as goals, finishes, podiums and record-breaking performances. These clips will be enriched with metadata and instantly distributed to ANOC, ISSA and global partners. The system will generate both broadcast-ready and social-media-optimized formats, including vertical 9:16 videos for platforms such as Instagram Reels, TikTok and YouTube Shorts.
“This collaboration reflects ANOC’s ongoing commitment to innovation and the digital amplification of sport. By integrating real-time AI technology into the Islamic Solidarity Games, we are ensuring that every inspiring performance and emotional moment reaches fans around the world instantly,” said Gunilla Lindberg, secretary general of ANOC.
Through this partnership, each of the 57 participating NOCs will receive customised daily highlight packages, enabling equitable visibility for athletes and federations of all sizes. The system’s automated tagging and search functionality will make all footage easily discoverable, reusable and ready for archival and storytelling use.
The Games will feature traditional and emerging disciplines, including camel racing, duathlon and esports. The collaboration between Spectatr.ai, ANOC and ISSA aims to serve as a model for future multi-sport events — demonstrating how AI can drive real-time global engagement, operational efficiency and commercial value.
The post Spectatr.ai Partners with ANOC, ISSA to Power Real-Time Highlights for Islamic Solidarity Games appeared first on European Gaming Industry News.
eSports
Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and More to Headline at the Games of the Future 2025
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Reinforcing the momentum of the latest evolution in gaming, Phygital International (PI), the exclusive rights holder and custodian of the Games of the Future (GOTF), announced the blockbuster titles that will be part of the Games of the Future 2025 in Abu Dhabi, 18-23 December.
Merging the speed and power of traditional sport with the skill and drama of esports, the Games of the Future 2025 will showcase the pinnacle of phygital competition. Athletes and fans will experience a unique format that blends real-world challenges with some of the world’s most iconic video games across 11 disciplines.
Counter-Strike 2 , the legendary tactical shooter, will anchor the Phygital Shooter competition, where players’ precision, strategy, and teamwork will be tested under intense pressure. A global icon of competitive gaming, Counter-Strike 2 will ignite the tournament’s digital stage with its signature intensity and legacy of fast-paced action. Alongside it, Dota 2, the iconic multiplayer online battle arena, will challenge teams in the MOBAPC competition, to demonstrate tactical mastery and resilience showcasing why it remains one of the most enduring and respected esports titles of all time.
The global sensation, Fortnite, with its vast global community and culture-defining impact, will headline the Battle Royale discipline. Its dynamic blend of survival and high-intensity action ensures that Battle Royale will deliver edge-of-the-seat drama, where only one club will be left standing taking the crown. Fatal Fury: City of the Wolves, one of the most storied franchises in fighting game history, will add a different kind of spectacle, combining precision, reflexes, and tactical prowess to determine the ultimate champion during the digital phase of the Phygital Fighting competition.
Alongside these flagship titles, this year’s Phygital Football competition at the Games of the Future, will feature the high-intensity, next-generation football title of UFL. Adding to the excitement, 3on3 Freestyle will headline the Phygital Basketball discipline, bringing its trademark street-style flair and fast-paced play to the tournament. Together, these dynamic disciplines will fuse virtual gameplay with real-world action, as athletes transition seamlessly between digital matches and on-field challenges, delivering a fast-paced showcase of skill, strategy, and teamwork that redefines competition in for a phygital era.
“Having these iconic titles at the Games of the Future 2025 marks a defining moment for both gaming and sport. This is where elite athleticism meets the creativity and energy of competitive gaming to create something truly extraordinary, demonstrating that phygital sport isn’t just the next chapter, it’s the future of global competition,” said Nis Hatt, CEO of Phygital International.
By combining some of the most iconic and globally recognized video games with the energy of live athletic challenges, GOTF 2025 will deliver an unparalleled sporting spectacle. Taking place at the Abu Dhabi National Exhibition Centre (ADNEC) from 18-23 December, the world’s leading phygital sports tournament will unite the world’s top phygital athletes for six days of competition, innovation, and entertainment. Alongside the tournaments, fans can expect immersive VR experiences, cutting-edge sports technology, cultural showcases, and interactive fan zones designed to celebrate the fusion of physical and digital worlds and create an unmissable experience.
The post Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and More to Headline at the Games of the Future 2025 appeared first on European Gaming Industry News.
Africa
South Africa’s Top Gamers Crowned at 2025 MTN SHIFT Gaming Grand Finals at Canal Walk
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Massive wins, standout talent and a showdown wrapped up five months of fierce competition across the country.
After months of qualifiers and regional heats at eight Hyprop malls across South Africa, the MTN SHIFT Gaming Experience reached its electrifying conclusion at Canal Walk Shopping Centre. With hundreds of spectators and players packing the gaming arena, the national finals brought the heat and crowned South Africa’s best in EAFC 25
, Beat Saber, Call of Duty and more.
In the EAFC National Final, Hamza Moosa (17) from Sandton, proved why he’s one of the country’s most exciting young talents. A professional esports player for Goliath Gaming, Moosa outplayed the competition to take top honours. A familiar name on the international stage, he recently represented South Africa at the Esports World Cup qualifier in Saudi Arabia. Hamza left the MTN SHIFT Gaming national finals with prize money of R25000.
Beat Saber fans saw a fast-paced, high-score battle won by Michael Prange (17) from Pretoria and Garsfontein High School. Ranked #2 nationally, Prange is also a two-time Beat Saber World Cup competitor and has helped shape South Africa’s competitive VR rhythm community through coaching, mentorship, and global participation. As the 2025 MTN SHIFT Gaming Beat Saber national champion, Michael won a Gaming PC valued at R50000.
In the schools division, Ridhaa April, 15, from Cape Town’s Southern Suburbs, took the EAFC title. A prodigious talent who’s been competing since the age of 12, Ridhaa plays professionally for Goliath Gaming and already holds multiple top finishes, including 1st place at the 2025 ASL.
In the Rocket League school tournament, Curro took top spot, followed by Edgemead High in second place.
Meanwhile, Call of Duty Mobile closed out the finals with serious intensity as returning champions Nixuh held onto their title. The dominant team of Magicz (Raees Ismail), Adnaan (Adnaan Bhamjee), Raz (Rahil Bux) and Enigma (Jameen Essa) walked away with a R30 000 cash prize.
“The atmosphere at this year’s finals was absolutely electric,” said Vanessa Herbst, Marketing Manager at Canal Walk Shopping Centre. “The level of skill on display was unreal, and the crowd brought their energy every day. The bar has been set very high for the 2026 edition.”
The MTN SHIFT Gaming Experience is South Africa’s biggest mall-based gaming tournament, played over five months across Gauteng and the Western Cape. Regional heats were hosted at Rosebank Mall, Clearwater Mall, The Glen, Woodlands, Table Bay Mall, Somerset Mall and Capegate Shopping Centre, with the final week of competition culminating at Canal Walk. The tournament drew thousands of players across all skill levels, offering more than R250 000 in prizes and a platform to compete in front of live audiences.
“The SHIFT Gaming Experience is about bringing high-level competition into public spaces and giving players of all ages the opportunity to compete, connect and grow,” said Christie Stanbridge, Brand and Campaigns Marketing Manager at Hyprop. “From pros representing South Africa on global stages to young players discovering their potential, far more than being entertaining, this year highlighted gaming as a space for learning, discipline and community.”
With the 2025 tournament wrapped, planning is already underway for an even bigger return in 2026.
The post South Africa’s Top Gamers Crowned at 2025 MTN SHIFT Gaming Grand Finals at Canal Walk appeared first on European Gaming Industry News.
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