Samuel Huber is the founder of Admix, a monetisation platform for games, VR and AR based in London. Admix focuses on user-friendly ads that are integrated with the gameplay, similar to product placements. In-game ads are the perfect environment for brands to place their ads programmatically and engage users while they play, without being intrusive and creating a bad experience. Admix’s programmatic technology enables you to target them efficiently across their portfolio of games. Before Admix, Sam was the owner of an indie game studio, building hyper-casual mobile games before they were cool. Today, Sam regularly speaks about game monetization, advertising and extended reality at conferences across the world.