A Calvin Klein ad in a racing game.
A Calvin Klein ad in a racing game.
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Admix raises $25M for in-game advertising as brands seek gamers

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Admix has raised $25 million to build its platform for in-game advertising. The timing is good because brands continue to target lucrative consumers who increasingly play games.

The London company’s In-Play ads can insert advertisements in the landscapes of games, such as billboards in racing games. Admix hopes this is its path to becoming the content monetization layer for gaming worlds and the formative metaverse, the universe of virtual worlds that are all interconnected, like in novels such as Snow Crash and Ready Player One.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.