Last year we covered adtech startup Admix’s $7 million Series A funding.

The London-based company brings ads to games, e-sports, virtual reality and augmented reality.

In-game advertising at scale, where advertisers can bid programmatically through traditional ad-buying platforms, rather than relying on an ad agency model, remains an enormous area, largely under-exploited.

Today Admix is doubling down on this very model, with a $25 million Series B round to scale up its “In-Play” solution and prep it for new platforms like metaverses – the likes of Facebook and others are clearly building.

The round was co-led by Elefund and DIP Capital. Also participating is Force Over Mass, 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.

The new raise brings Admix’s total funding to USD $37 million.

Also participating is Force Over Mass, 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.