Admix merges with Landvault to move into making metaverse experiences

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Admix is merging with Landvault, a builder in metaverse worlds like The Sandbox and Decentraland, as it pivots into Web3. The combined company will be known as Landvault and have a valuation of $300 million.

Landvault is a prolific builder of virtual experiences in worlds aimed at attracting people into blockchain and metaverse ecosystems. Landvault had more than 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 holders and brands, enabling big companies across all industries to enter the metaverse and be montized with Admix’s in-game advertising 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 (monetization tech) to become a one-stop-shop offering for brands or IP to enter the metaverse,” Huber said.

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Admix’s roots were in providing tech to embed advertising inside games. It essentially lets brands put product placements inside places where gamers will see them. Admix is now pivoting out of the crowded and “ultra-dominated duopoly of Web2 adtech. And it’s moving into the “blue ocean”