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

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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.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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REEVO Partners with BEON

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REEVO has entered into a new partnership with BEON, an emerging game provider known for its technical excellence and fast-paced innovation.

The collaboration will see BEON’s expanding game portfolio integrated into REEVO’s advanced aggregation platform, giving REEVO partners access to BEON’s high-performing and distinctive titles. This partnership reflects REEVO’s ongoing commitment to delivering top-quality, diverse and exciting content to operators worldwide.

BEON’s reputation for simplicity, precision and reliable technology aligns perfectly with REEVO’s vision of creating seamless and scalable solutions for its partners. By adding BEON’s games to its aggregation platform, REEVO continues to strengthen its mission to make premium content easily accessible to operators looking to stand out in a competitive market.

Daniel Cuc, Head of Account Management at REEVO, said: “Partnering with BEON is another strong step forward for REEVO. Their focus on building quality games backed by solid technology fits perfectly with our approach to innovation and speed. We are excited to bring BEON’s growing portfolio to our partners and believe this collaboration will add real value to the REEVO ecosystem.”

Saba Chkheidze, Managing Partner at BEON, added: “We’re happy to team up with REEVO. We share the same vision of creating high-quality gaming experiences, and we’re looking forward to combining our strengths to bring more value to our partners and players.”

The post REEVO Partners with BEON appeared first on European Gaming Industry News.

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Turkish Football Federation Suspends 149 Referees and Assistants After Betting Probe

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The Turkish Football Federation (TFF) has suspended 149 referees and assistant referees after an investigation found hundreds of professional match officials in the country had betting accounts.

Bans ranging from eight to 12 months, based on the severity of the act, have been imposed for involvement in betting activity, with investigations into three other officials still ongoing.

The full list of the penalised officials was published on the TFF website.

Last week, it was revealed a five-year probe had found 371 of 571 match officials have betting accounts, with 152 of those actively gambling.

While some had only bet once, 42 had bet on more than 1000 football matches – with one official found to have placed 18,227 bets.

Like players and coaches, match officials are forbidden from participating in betting activities by TFF disciplinary regulations, as well as those of world governing body Fifa and European governing body Uefa.

“There is a moral crisis in Turkish football. There is no such thing as structure. The fundamental problem at the core of Turkish football is an ethical one,” TFF president Ibrahim Haciosmanoglu said.

“Ask any referee, if there is even one who has not received his pay, I will resign as federation president. In fact, we improved their salaries last year, and again this year.”

No further details of the cases or ongoing investigations were provided.

After the investigation’s findings were announced, a number of Turkey’s top clubs responded.

Besiktas said it “could mark a new beginning for clean football” while Trabzonspor called the development “an historic opportunity to rebuild justice in Turkish football”.

Fenerbahce president Sadettin Saran said: “This is both shocking and deeply saddening for Turkish football.

“But the fact that it is coming to light is a hopeful development.”

The post Turkish Football Federation Suspends 149 Referees and Assistants After Betting Probe appeared first on European Gaming Industry News.

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UKGC Suspends Operating Licence of VGC Leeds Limited

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The UK Gambling Commission has suspended the operating licence of VGC Leeds Limited as it carries out a review under section 116 of the Gambling Act 2005.

The review and consequent suspension follow concerns that activities may have been carried out contrary to the Act, not in accordance with conditions of their licence and that the Licensee may be unsuitable to carry on the licensed activities.

During a recent Compliance Assessment, VGC Leeds Limited are reasonably believed to have failed to maintain and implement effective anti-money laundering policies, procedures and controls, as required under the conditions of their licence.

In addition, serious concerns were identified regarding the adequacy of decision-making processes and the Licensee’s response to identified anti-money laundering and counter-terrorist financing risks, raising questions about the overall effectiveness of its governance and risk management arrangements.

These failings are considered significant and represent a serious threat to the licensing objectives, in particular keeping crime out of gambling.

“We have made it clear to the operator that during the suspension, we expect it to focus on treating consumers fairly and keeping them fully informed of any developments which impact them,” UKGC said.

The suspension takes place immediately.

The post UKGC Suspends Operating Licence of VGC Leeds Limited appeared first on European Gaming Industry News.

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