Admix Merges with Landvault to Switch to Building Metaverse Experiences

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Mix merges with Landvault, a builder in metaverse worlds such as The Sandbox and Decentraland, while pivoting to Web3. The combined company will be called Landvault and will be valued at $300 million.

Landvault is a productive creator of virtual experiences in worlds that aim to draw 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.

To advertise

By merging with Landvault, Admix aims to become a go-to service provider for major IP and brand owners, enabling large companies across all industries to enter the metaverse and be up-and-running with ad technology in Admix’s game, 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 to provide technology for integrating ads into games. It basically allows brands to place product placements in places where gamers will see them. Admix now comes out of the overcrowded and “ultra-dominated Web2 adtech duopoly.” And it’s moving into the “blue ocean” of Web3, or decentralized blockchain experimentation, where competition is low and standards have yet to be defined, Huber said.

“In an immersive environment like the Metaverse, we expect intrusive ads to disappear and native and in-game experiences to become the de facto norm, giving us an edge,” said Huber. With these additional features, we can now create 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 the DCL fashion week and other projects still in progress.

The new task

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 last October has $25 million in growth capital from Series B from Admix and a range of top brands looking to enter the metaverse. The combined entity has also sparked interest from new investors and is valued at $300 million.

Founded in 2018, Admix has evolved into an in-play platform that connects game makers 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 already raised $37 million in funding and recently launched a Web3 metaverse offering, helping brands build metaverse experiences. This revenue stream quickly surpassed the media revenue generated over the past two years, prompting Admix to acquire resources to enter the metaverse internally.

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

vault 3
An alien world built by Landvault.

Admix founder and CEO Sam Huber will lead the combined company as the LandVault founders transition to a new company. The entire management team will remain in place and will operate independently, under the LandVault brand, and will strive to introduce brands to the metaverse while developing its own projects such as LandVault Plaza, Genesis token and Creation Game.

“It’s a very complementary fusion,” Huber said. “Since the beginning of Admix, our vision has always been to create tools that allow brands to enter new digital and virtual environments. We believe the metaverse is the perfect playground to expand that vision for the next decade. With Admix, our new entity and company focused on historical games, we feel responsible for building the metaverse responsibly – with quality content that will delight users. But we also have a proven technology stack and development team to develop tools that accelerate the metaverse economy.

Samuel Huber is CEO of Admix.
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 opportunities to lead this metaverse. Both companies have significant financial resources and thousands of partner brands together. Combined with the best development team in the industry, these are solid assets that will take LandVault to the next level.”

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

The metaverse is becoming an integral part of e-commerce. 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 such as Walmart, Gap, Microsoft, Nike and JPMorgan Chase are increasingly entering the metaverse themselves.

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