Admix merges with Landvault to create metaverse experiences


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mix in goes together with country vault, a builder in metaverse worlds such as The Sandbox and Decentraland, while running in Web3. The combined company will be called Landvault and will be valued at $300 million.

Landvault is a productive builder of virtual experiences in worlds that aim to lure people into blockchain and metaverse ecosystems. Landvault had over 100 specialized metaverse designers and developers. Now the new company is basically a metaverse experience builder, or a metaverse construction company, with a total of 180 people.

By merging with Landvault, Admix aims to become a go-to service provider for major intellectual property and brand holders, enabling large companies across all industries to enter the metaverse and mount with Admix’s in-game ad technology, said Sam Huber, CEO of Admix, in an email to GamesBeat. Huber will lead the combined company as CEO.

“We are integrating Landvault (creative capabilities) and Admix (money generation technology) to become a one-stop-shop offering for brands or IP to enter the metaverse,” said Huber.

Admix’s roots were in providing technology to embed ads into games. It essentially lets brands put product placements in places where gamers can see them. Admix is ​​now turning out of the crowded and “ultra-dominated duopoly of Web2 adtech. And it’s moving into the “blue ocean” of Web3, or decentralized blockchain experiences, where competition is low and standards have yet to be defined, it said. Huber.

“In an immersive environment like the metaverse, we envision that intrusive ads will disappear and native and in-play experiences will become the de-facto standard, giving us an edge,” said Huber. With these added capabilities, we can now build content in the metaverse before monetizing it using our technology, going “vertical” and capturing more value. We have already proven this model by helping several brands such as L’Oréal enter DCL Fashion Week and other ongoing projects.”

The new mission

Landvault has 100 builders.

LandVault will be a cross-platform construction company targeting the metaverses of The Sandbox, Decentraland, and NFT World to facilitate major brands’ access to the metaverse.

The newly merged entity has $25 million in growth capital from Admix’s Series B round last October, and a roster of major brands looking to enter the metaverse. The combined entity also attracted interest from new investors and is valued at $300 million.

Founded in 2018, Admix has grown into an in-play platform that connects game creators and advertisers through non-intrusive product placements. The company partners with the largest mobile publishers, from Gameloft to Supersonic, as well as dozens of brands including McDonalds, Calvin Klein and Formula1 – to help them reach their audiences in mobile games. It has more than 500 advertisers and has worked on 600 gaming and virtual world experiences.

Admix has raised $37 million in funding to date and recently launched a Web3 metaverse offering, helping brands build metaverse experiences. That revenue stream soon surpassed the media revenue that had accumulated over the past two years, prompting Admix to acquire resources to enter the metaverse internally.

Founded in 2021, LandVault has quickly grown to become the largest builder within The Sandbox, growing from five to 100 builders in six months and delivering more than 30 activations for Web3 projects and brands.

An alien world built by Landvault.

The merged company will be led by Sam Huber, founder and CEO of Admix, and the founders of LandVault will move into a new venture. The entire management team will remain on and will operate autonomously, operating under the LandVault brand, and will work to bring brands into the metaverse, while still developing projects of its own such as LandVault Plaza, Genesis token, and Creation Game.

“It’s a very complementary fusion,” Huber says. “Since the early days of Admix, our vision has always been to build tools for brands to enter new digital and virtual environments. We think the metaverse is the perfect playground to expand that vision for the next decade. With our new entity and gaming-focused company Admix, we feel a responsibility to build the metaverse responsibly – with great content that will delight users. But we also have a proven tech stack and development team to develop tools that accelerate the metaverse economy.”

Samuel Huber is CEO of Admix and now CEO of Landvault.

Ryan Inman, founder of LandVault, said in a statement, “The merger with Admix gives LandVault greater capabilities to lead this metaverse. The two companies have significant financial resources and thousands of brand partners together. Combined with the industry’s best development team, these strong features that will take LandVault to the next level.”

Admix has helped thousands of brands target a gaming audience, including F1, Doritos, Calvin Klein and Facebook Gaming, guided by a vision to eliminate intrusive ads and create better ways for brands to enter gaming environments and virtual worlds. The merged LandVault will leverage Admix’s strong relationships with major brands to accelerate its onboarding to the metaverse.

The metaverse is well on its way to becoming an integral part of ecommerce. LandVault is targeting an opportunity recently valued by analysts at JPMorgan Chase at more than $1 trillion in annual revenue. The same report notes that heavyweight brands including Walmart, Gap, Microsoft, Nike and JPMorgan Chase itself are increasingly entering the metaverse.

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