Admix: Establishing In-Game Advertising Authority
How strategic marketing leadership helped Admix secure $25M Series B funding and achieve the first-ever in-play advertising verification from Integral Ad Science.
Overview
Admix is an innovative in-game advertising platform enabling developers to integrate programmatic advertisements directly into 3D gaming environments. Their approach allows for dynamic placements — including virtual billboards and branded assets — without disrupting gameplay.
The Challenge
The gaming industry's explosive growth, surpassing traditional media, presented an opportunity for Admix to educate market participants about in-game advertising potential. Leadership needed to establish market authority, secure high-profile partnerships, and demonstrate the effectiveness of non-intrusive ad solutions.
The Approach
As Head of a 16-person marketing team, I developed and executed a strategy built around three pillars:
Strategic Leadership: Built comprehensive campaigns positioning Admix as an industry authority in non-intrusive gaming advertising.
Brand Partnership Development: Engaged leading brands and gaming studios to showcase the technology and expand market presence. These partnerships not only validated the product but generated compelling case study material.
Educational Outreach: Conducted workshops and content programmes educating clients on the unique value of audience engagement within gaming environments — a medium that many brand marketers hadn't yet fully explored.
Digital Content Strategy: Managed the website, blog, social channels, and video content to communicate Admix's value proposition consistently across all touchpoints.
Developer Relations: Collaborated with game developers to integrate the SDK technology, enabling new revenue streams without compromising the player experience.
The Results
The combined effect of these initiatives produced measurable outcomes across multiple dimensions.
The marketing programme contributed directly to investor confidence, supporting a successful $25M Series B raise (bringing total funding to $37M). Admix achieved a first-ever in-play advertising platform verification from Integral Ad Science — a significant industry credibility milestone that competitors hadn't reached.
The platform scaled to conduct 12 billion monthly auctions across approximately 400 gaming titles, enabling monetisation while maintaining high player retention rates.
"Executed our desired marketing strategy flawlessly" — Charles Adkins, VP Marketing at Landvault (then Admix)