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ADMIX RAISES $25M SERIES B TO MONETIZE THE METAVERSE WITH IN-PLAY

Published

5 years ago

October 27, 2021

Reading Time: 3 minutes

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.

Compliance Updates

Merkur Group Strengthens Global Compliance Strategy

Published

19 minutes ago

July 16, 2026

Wladimir P.

merkur-group-strengthens-global-compliance-strategy

Under the theme “Perspectives,” a total of 43 compliance staff members from the Merkur Group across various countries gathered from 30 June to 1 July to further develop compliance processes in a sustainable manner. Colleagues from Germany, Spain, England, Malta, Australia and the US traveled to the two-day meeting at Benkhausen Castle, the in-house training centre of the Merkur Group. The workshop set the stage with expert presentations on global and digital topics such as cybersecurity, risk management and artificial intelligence. A panel discussion featuring representatives from various international companies within the Merkur Group, as well as a digital quiz, rounded out the programme.

In keeping with its guiding principle, the workshop focused on sharing experiences, fostering global networking and providing impetus for the further development of compliance processes. Because informal exchanges are also key to close cooperation, the evening programme created a relaxed atmosphere and gave participants the opportunity to continue their conversations, make new connections, and further strengthen team spirit across company and national boundaries.

“The ideas and diverse perspectives gained during the workshop will now be incorporated into our day-to-day work and help us to continuously improve collaboration and existing processes,” said Ludwig Beckmann, Chief Compliance Officer of the Merkur Group.

The concluding feedback session also highlighted just how valuable the international exchange is. The term “collaboration” came up particularly often, a clear indication of how highly the participants value working closely together within the international compliance network.

The post Merkur Group Strengthens Global Compliance Strategy appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Anne Marie Caulfield

GRAI Launches New Campaign Helping Parents to Spot the Signs of Underage Gambling

Published

19 minutes ago

July 16, 2026

Wladimir P.

grai-launches-new-campaign-helping-parents-to-spot-the-signs-of-underage-gambling

The Gambling Regulatory Authority of Ireland (GRAI) is encouraging parents and guardians to be alert to the signs of gambling among young people and to intervene early to prevent gambling harm.

The signs of gambling aren’t always visible, the GRAI in partnership with the Health Service Executive Addiction Services have developed dedicated advice on www.grai.ie to equip families with the knowledge to recognise the signs, advice on how to start the conversation with their children about gambling, and where to seek help if required.

To support the guidance, the GRAI has launched a national public awareness campaign across video on demand, radio, digital audio, and social media platforms, bringing this message directly to families across Ireland.

With the lines between entertainment and gambling increasingly blurred, especially online, what may look like harmless fun can still involve risk, money and chance in ways that affect young developing brains. Research commissioned by the GRAI and conducted by the Economic and Social Research Institute (ESRI) found that children who gamble are twice as likely to develop a gambling problem as adults.

Anne Marie Caulfield, CEO of the GRAI said: “We have launched this campaign to help parents start an important conversation about the risks of underage gambling. Children and young people are among the most at-risk members of Irish society when it comes to gambling exposure and harm. Children’s brains are still developing the judgement and impulse-control systems used to weigh up risk, which makes gambling appealing to them.

“With online gambling available at any time of the day, it is easy for the warning signs to be hidden. The guidance the GRAI developed with the HSE Addiction Services sets out some of the key behavioural signs to look out for in your child.”

The post GRAI Launches New Campaign Helping Parents to Spot the Signs of Underage Gambling appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Amusnet

Amusnet Launches VIP LIVE Roulette, Bringing a Refined Experience to Live Casino Players

Published

19 minutes ago

July 16, 2026

Wladimir P.

amusnet-launches-vip-live-roulette,-bringing-a-refined-experience-to-live-casino-players

Amusnet has launched VIP LIVE Roulette, a new addition to its Live Casino portfolio, offering a premium European roulette experience designed for players who prefer higher stakes, greater comfort and a sophisticated gaming environment.

Created for those who appreciate a more considered approach to live roulette, VIP LIVE Roulette combines elegant studio production with elevated table limits and an extended betting window. The additional betting time allows players to place larger, more strategic wagers at a comfortable pace, creating a smoother and more engaging experience without changing the familiar flow of the game.

Built on the classic European roulette format, the game enhances traditional gameplay with a range of intuitive features that support both convenience and strategic play. Players can personalise their sessions using Favourite & Special Bets, quickly repeat previous wagers with Auto-Rebet and follow live Statistics to inform their decisions throughout the game.

Set in a dedicated VIP studio, the game delivers a polished live presentation with professional dealers, high-definition streaming and a clean, modern environment that recreates the atmosphere of an exclusive casino floor. Every element has been designed to combine the authenticity of live roulette with the expectations of today’s premium player segment.

VIP LIVE Roulette joins Amusnet’s growing Live Casino portfolio, further strengthening the company’s offering with a title that balances timeless gameplay with contemporary player preferences. As operators continue to expand their live casino proposition, the game provides an opportunity to appeal to high-value audiences looking for an elevated roulette experience that combines premium presentation, seamless gameplay and greater flexibility at the table.

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Pick again the lucky numbers for the last spins.

Favourite Bets

This function allows players to save their personally tailored bets or bet combinations for quick access during gameplay.

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The post Amusnet Launches VIP LIVE Roulette, Bringing a Refined Experience to Live Casino Players appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.