Metaverse’s Biggest Builder Merges With Game Tech Firm To Bring Brands Into Web3

Listen to article

Admix joins forces with the metaverse’s largest building company, LandVault, bringing together 100+ metaverse dev artists, dozens of brand customers, and $25M in growth capital to help brands enter the metaverse

Admix, the gaming company pioneering in-play product placements, today announces a merger with LandVault, the largest, platform-agnostic metaverse construction company focused on the Sandbox, Decentraland, and NFT World metaverses to facilitate the entry of major brands into the metaverse.

The newly merged entity — which will be branded as LandVault — boasts more than 160 staff members, including 100 metaverse developers and artists, $25 million in growth capital from Admix’s Series B last October, and a roster of large brands seeking to enter the metaverse.

Founded in 2018, Admix has rapidly grown into a leading in-play platform, connecting game creators and advertisers via non-intrusive product placements. The company works with the largest mobile publishers, from Gameloft to Supersonic, as well as dozens of brands including McDonalds, Calvin Klein and Formula1 — helping them reach their audience in mobile games.

Admix has raised $37 million in funding so far and launched a Web3 metaverse offering in January, helping brands setting up metaverse experiences.

Consequently, the company's metaverse-related revenue has tripled between Q1 and Q2 while monthly growth is expected to surge tenfold in 2022. As a result, that revenue stream quickly overtook the in-play revenue built over the last 2 years, which prompted Admix to acquire resources to enter the metaverse in-house.

Founded in 2021, LandVault has quickly grown into the largest builder within The Sandbox, growing from 5 to 100 builders in 6 months, and delivering over 30 activations for Web3 projects and brands.

The merged company will be led by Sam Huber, founder, and CEO of Admix, with LandVault’s founders moving on to a new venture. The entire management team stays on and will operate autonomously, operating under the LandVault brand, and will work to bring in brands to the metaverse while still developing proprietary projects like LandVault Plaza, Genesis token, and Creation Game.

“It’s a very complementary merger,” explains Sam Huber, CEO of Admix and now LandVault. “Since the early days of Admix, our vision has always been to build tools for brands to enter new digital and virtual environments. We find the metaverse as the perfect playground to expand that vision for the decade to come. With our new entity and heritage 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.”

Ryan Inman, Founder of LandVault, says: “The merger with Admix gives LandVault enhanced opportunities to lead this metaverse. The two companies have substantial financial resources and thousands of brand partners between them. Combined with the best development team in the business, these are strong attributes 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, led 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 onboarding them to the metaverse.

The metaverse is well on its way to becoming an integral part of e-commerce. LandVault is targeting an opportunity recently valued at over $1 trillion in yearly revenues by analysts at JPMorgan Chase. The same report notes that heavyweight brands, including Walmart, Gap, Microsoft, Nike, and JPMorgan Chase itself, are entering the metaverse at an increasing rate.