Exclusive: Less than 3 months after announcing a $7 million Series A round (and about two years after its initial seed funding), London-based in-play ad and game monetisation startup Admix has announced a round extension from strategic investors, bringing the total round to $8.5 million.
Marcus Segal, previously COO of Zynga Studios and Nigel Morris, previously CEO of Dentsu Aegis, are joining the round, alongside a number of unnamed executives working in the gaming and advertising fields where Admix operates.
The UK startup is positioning itself as the provider of infrastructure for brands to engage with an-ever growing number of gamers, which is a particularly interesting place to be in given the rapid rise of casual and mobile game players in Covid-19 times like these.
Admix CEO Sam Huber tells me that the extra funding was not exactly planned, but that the company had received many offers to take more funding following the Series A announcement, leading to a number of strategic investors to be 'allowed' to join the round.
The extra funding will be used to accelerate the development of the company's stack for game publishers - it currently caters to about 300 of them - and to grow its tech team to 30 developers by the end of 2020.