Adtech startup Admix is announcing that it has raised $7 million in Series A financing. The London-based company was established by CEO Samuel Huber(previously owner of an indie gaming studio) and COO Joe Bachle-Morris (who previously operated in the ad agency world). The business is working to bring advertisements to video games, esports, virtual reality and enhanced reality.

In-game advertising is currently a big market, however Admix says it’s separated by focusing on constructing an item that supports game advertising at scale, where marketers can bid programmatically through standard ad-buying platforms, rather than counting on an advertising agency design.

For designers, Admix uses an SDK for the Unity and Unreal game engines, permitting them to drop and drag ad formats like billboards, posters and 3D areas into their video games. The start-up says it’s working with more than 200 designers and is running campaigns from more than 500 marketers every month, with previous advertisers including National Geographic, Uber and State Farm.

“The concept of putting ads in games is clearly not new, however the scalability of our solution is what is revolutionary, providing immediate and constant profits to video game makers, or streaming platforms,” Huber stated in a declaration. “This paired with the reality that 1.5 B people play games worldwide every day, indicates that gaming is becoming a truly traditional advertising channel.”

Admix formerly raised $2.1 million, according to Crunchbase. The Series A was led by UK-based Force Over Mass, with the participation from Speedinvest, Sure Valley Ventures and Nigel Morris (a former Dentsu Aegis executive), in addition to other angel financiers.

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.