Admix

Project Overview

Admix is a pioneering in-game advertising platform that enables game developers to incorporate non-intrusive, programmatic ads directly into their 3D environments. This innovative approach allows for dynamic placements such as virtual billboards, branded clothing, and other in-game assets, providing brands with seamless integration into the gaming experience without disrupting gameplay.

The Challenge

With the gaming industry experiencing exponential growth, surpassing traditional media sectors like TV and radio, Admix sought to capitalize on this momentum by educating brands and game developers about the untapped potential of in-game advertising. The objective was to establish Admix as a leader in the space, attract high-profile partnerships, and demonstrate the effectiveness of their non-intrusive ad solutions.

The Approach

As the Head of a 16-person marketing team, I spearheaded initiatives to:

• Strategic Leadership: Directed the marketing team to develop and execute comprehensive campaigns highlighting the benefits of in-game advertising, positioning Admix as an industry authority.
• Brand Partnership Development: Engaged with leading brands and game development studios, facilitating collaborations that showcased Admix's technology and expanded its market presence.
• Educational Outreach: Conducted workshops and presentations to educate potential clients on audience engagement strategies within gaming environments, emphasizing the advantages of non-intrusive advertising.
• Digital Content Strategy: Designed and managed Admix's website, blog, social media channels, and video content to effectively communicate the platform's value proposition and success stories.
• Developer Relations: Collaborated with game developers to integrate Admix's SDK, enabling new revenue streams through seamless ad placements that preserved and enhanced player experience.

The Results

These strategic efforts led to significant milestones:

• Successful Funding Rounds: Secured a $25 million Series B funding round, bringing total funding to $37 million, underscoring investor confidence in Admix's vision and growth potential. _EU-Startups
• Industry Recognition: Achieved verification from Integral Ad Science (IAS) for in-play advertising, enhancing credibility and attracting premium brand partnerships.
• Expanded Market Reach: Established collaborations with numerous game developers and brands, resulting in the integration of Admix's technology across a wide array of gaming titles and platforms.
• Enhanced Player Experience: Enabled game developers to monetize content without compromising user experience, maintaining high player retention rates while generating additional revenue.

Through strategic marketing leadership and innovative outreach, Admix successfully positioned itself at the forefront of in-game advertising. The initiatives implemented not only elevated brand awareness but also facilitated significant partnerships and funding, driving the company's growth and influence within the gaming industry.