Pires Investments

Admix fundraise

RNS Number : 3578A
Pires Investments PLC
29 September 2020

29 September 2020


Pires Investments plc


("Pires" or the "Company")


Admix extends Series A round to raise further $1.5 million from leading gaming investors


Pires Investments plc (AIM: PIRI), the investment company focused on next generation technology, is pleased to provide an update on its investment in Sure Valley Ventures ("SVV") in relation to Admix, a company within the SVV portfolio, which has developed a programmatic monetisation platform for gaming and other entertainment developers.


Two years after its initial seed funding, London-based start up Admix has extended the Series A funding round announced in June 2020, raising a further $1.5 million from strategic gaming investors, bringing the total round to $8.5 million.


Marcus Segal, previously Chief Operating Officer of Zynga Studios and Nigel Morris, previously Chief Executive Officer of Dentsu Aegis, joined the round, alongside a number of unnamed executives working in the gaming and advertising industries in which Admix operates.


The proceeds of the fundraise are intended to be used to accelerate the development of the Admix's stack for game publishers - it currently caters to c. 300 - and to grow its technology team to 30 developers by the end of 2020.


Admix is positioning itself as the provider of infrastructure for brands to engage with a growing number of gamers, which follows the rapid rise of casual and mobile game players as a result of the COVID-19 pandemic.


Pires has a circa 13% interest in SVV. SVV is a venture capital fund focused on investing in the software technology sector with a specific focus on artificial intelligence, the internet of things and immersive technologies.


Peter Redmond, Chairman of Pires commented:


"Only two years after its initial seed funding, this extension of the funding round announced earlier this summer demonstrates the excitement surrounding Admix's platform for gaming and entertainment developers at the moment. In-play advertising, a substantial and developed market, has seen considerable growth as a result of the COVID-19 pandemic and we expect this trend to continue in the coming years.


"We believe that Admix's novel approach to game advertising at scale positions the company perfectly to benefit from the increased demand in this market. The additional funding and the inclusion of notable industry figures participating in this extended fundraise will no doubt allow Admix to continue its rapid growth path and, as such, we look forward to updating the market with Admix's progress in due course."


- Ends -




Pires Investments plc

Peter Redmond, Chairman

Nicholas Lee, Director

Tel: +44 (0) 20 3368 8961



Peterhouse Capital Limited

Duncan Vasey/Lucy Williams


Tel: +44 (0) 20 7469 0935

Tel: +44 (0) 20 7469 0936

Joint broker

Mirabaud Securities Limited

Peter Krens


Tel: +44 (0) 20 3167 7221

Financial media and PR

Yellow Jersey

Sarah Hollins

Henry Wilkinson

Annabel Atkins


Tel: +44 (0) 20 3004 9512



Notes to Editors


About Pires Investments plc


Pires Investments plc (AIM: PIRI) is an investment company providing investors with access to a portfolio of next generation technology businesses with significant growth potential.


The Company is building an investment portfolio of high-tech businesses across areas such as Artificial Intelligence ("AI"), Internet of Things ("IoT"), Cyber Security, Machine Learning, Immersive Technologies and Big Data, which the Board believes demonstrate evidence of traction and the potential for exponential growth, due to increasing global demand for development in these sectors.


For further information, visit: https://piresinvestments.com/


About Admix


Admix has built a monetisation platform for the next generation of entertainment, from traditional gaming to emerging channels, such as Esports and VR/AR content. Admix continues to enhance and develop a "marketplace" connecting gaming/content developers with advertisers who want to buy non-intrusive, in game/content-ad formats for their brands. 


Further details about Admix can be found at https://admixplay.com/ .  

This information is provided by Reach, the non-regulatory press release distribution service of RNS, part of the London Stock Exchange. Terms and conditions relating to the use and distribution of this information may apply. For further information, please contact [email protected] or visit www.rns.com.

RNS may use your IP address to confirm compliance with the terms and conditions, to analyse how you engage with the information contained in this communication, and to share such analysis on an anonymised basis with others as part of our commercial services. For further information about how RNS and the London Stock Exchange use the personal data you provide us, please see our Private Policy.