LandVault
Acquired9 known investors
Landvault builds, hosts and monetises immersive 3D and metaverse experiences for brands and governments.
Also known as Admix · Landvault
Investors · 9
Also in the syndicate · 4
Funding
SEC filings, press & company announcements- Undisclosed amountSeries BApr 2023
HodICo, Kingsway Capital, The Gemini Frontier Fund, The Sandbox
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Landvault is a builder and developer of immersive virtual environments, describing itself as the largest metaverse builder and metaverse real estate company. It provides brands, IP owners and government organisations with an end-to-end offering that spans virtual land rental, design and construction of virtual experiences, hosting, measurement and monetisation. Work has been delivered across third-party platforms including The Sandbox and Decentraland, and the company also builds digital twins for Fortune 500 companies and public-sector clients.
The company's technology set includes platform-agnostic proprietary building tools, local and custom hosting that lets clients capture and control first-party data, and a monetisation SDK containing in-game advertising and ecommerce modules. As of 2023 Landvault was developing a protocol called Matera intended to make building metaverse experiences more accessible, alongside AI-powered tooling to speed up the creation and monetisation of immersive experiences. Reported build volume figures differ across sources: over 100 million square feet of virtual real estate (2022-2023) and over 1.2 million square feet of virtual experiences (2024).
Landvault originated as Admix, an in-game advertising and monetisation business built around non-intrusive product placement in games. Following a 2022 pivot into web3 and a merger with a metaverse studio, the business was rebranded Landvault. In July 2024 it was acquired by Infinite Reality in an all-stock deal valued at $450 million.
Founding story
Sam Huber, a former Mercedes Formula One engine strategy engineer, moved to London and launched an indie mobile games studio, building hyper-casual titles including a binary trading simulator, Rogue Trader, that reached roughly 10,000 daily active users. Frustration with intrusive, poorly performing in-game advertising led him to launch Admix in 2017 to let creators monetise in-game real estate through product placements; a Forbes profile dates the company's founding to 2018.
Business model
Landvault sells build-and-operate services and software to brands, IP owners and government organisations: it designs and builds immersive experiences and virtual real estate, provides hosting (including local/custom hosting for first-party data control), measurement, and a monetisation SDK covering in-game advertising and ecommerce. Its predecessor Admix monetised games for developers via brand product placements.
Revenue derives from client engagements to launch, optimise and monetise metaverse and immersive experiences, including virtual land rental, build projects for brands and governments, and monetisation tooling (in-game advertising and ecommerce modules) licensed to experience owners.
Traction
Reported as of 2023: over 100 million square feet of virtual real estate built, more than 120 full-time creators and nearly 300 completed projects, with work for brands in gaming since 2017 and the metaverse since 2021. As of 2024 Infinite Reality cited over 1.2 million square feet of virtual experiences built and hundreds of clients, including a Cannes Lion-winning Heineken campaign with Dentsu, Hershey in Decentraland and the World of Women experience in The Sandbox.
Latest developments
On 9 July 2024 Infinite Reality announced the $450 million all-stock acquisition of Landvault alongside a $350 million minority equity investment into iR that lifted iR's valuation to $5.1 billion. Landvault's employees and creative teams joined iR, its Middle East operations continued, and Sam Huber became Infinite Reality's Global President of Enterprise and CEO of the MENA region.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned as one of the most active metaverse builders and, per its own and investor descriptions, the largest metaverse builder/virtual real estate company, with a substantial presence in the Middle East and Europe. Its acquisition by Infinite Reality was framed as establishing iR's foundation in immersive digital environments.
Combination of a large in-house creative build team with proprietary, platform-agnostic technology, plus client-controlled hosting and first-party data capture and a monetisation SDK — an end-to-end path from land rental through build to monetisation rather than a single-point service. Award-recognised delivery includes a Cannes Lion-winning Heineken campaign with Dentsu.
Technology
Platform-agnostic proprietary building technology for high-fidelity virtual worlds and digital twins, local and custom hosting solutions that give clients control of first-party data, measurement and analytics, and a monetisation SDK with in-game advertising and ecommerce modules. The company was also developing the Matera protocol and AI-powered tools to accelerate creation and monetisation of immersive experiences.
Go-to-market
Direct enterprise sales to brands and government clients, supported by agency partnerships (for example work with Dentsu on a Heineken campaign) and close ties to metaverse platforms such as The Sandbox, which is also an investor. Commercial operations were expanded across Dubai, Europe, Asia and the USA using 2023 growth funding.
Large consumer brands, media agencies, web3/NFT projects, Fortune 500 companies, and government and tourism bodies. Named clients include Mastercard, L'Oréal, Heineken, Hershey, Standard Chartered, Red Bull, McDonald's and Calvin Klein, plus web3 projects such as World of Women, MAYC and AlienBoy, and initiatives with the UAE and Saudi governments.
Geography
UK-based/London headquartered with operations across the Middle East (including Dubai), Europe, Asia and the USA; the 2023 raise funded commercial expansion in those regions, and post-acquisition the Middle East presence remained operational as Infinite Reality's MENA arm.
History
Admix launched in 2017 (founding also given as 2018), raising a seed round and generating first revenue from a National Geographic campaign, followed by a Series A in 2019 and a $25 million Series B in October 2021. Amid the 2021 NFT market and Facebook's rebrand to Meta, client demand shifted toward metaverse activations; in June 2022 Huber announced the acquisition of and merger with metaverse studio LandVault, a company of 100+ people, and the combined business was rebranded Landvault. In March 2023 it extended its Series B with an additional $3 million from web3 investors. In July 2024 Infinite Reality acquired Landvault for $450 million in an all-stock deal, with Landvault continuing to operate as iR's Middle East arm.
Risks & controversies
The company operates in the metaverse sector, where sources note that after an initial surge of attention and billions of dollars of investment, mainstream interest receded and immersive universes were seen as slow to deliver; Landvault's leadership frames metaverse investment as a long-term bet on younger cohorts. Reported scale figures also vary materially between sources (over 100 million square feet versus over 1.2 million square feet of virtual builds).
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 5
launches, deals, and filingsInfinite Reality announced the acquisition of Landvault, a company specialising in immersive technology and digital twins, in an all-stock transaction valued at $450 million. Landvault's employees and creative teams joined iR, its Middle East presence remained operational, and founder Sam Huber became iR's Global President of Enterprise and CEO of the MENA region.
$450M source ↗
Following the acquisition, Landvault founder and CEO Sam Huber took on the role of Global President of Enterprise and CEO of the MENA region at Infinite Reality.
Landvault's portfolio includes a Cannes Lion-winning campaign created for Heineken in collaboration with Dentsu, cited in Infinite Reality's acquisition announcement.
Landvault raised an additional $3 million in growth funding by extending its Series B round, with participation from The Sandbox, The Gemini Frontier Fund, HodlCo and hedge fund Kingsway Capital. Proceeds were earmarked for commercial expansion in Dubai, Europe, Asia and the USA, development of the Matera protocol and AI-powered creation and monetisation tools.
$3M source ↗
Sam Huber announced that Admix was acquiring metaverse builder LandVault, a business of more than 100 people, and merging the companies under the new name Landvault as part of a pivot from in-game advertising into web3 and metaverse building.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 7
primary sources listed
- LandVault raises additional $3 million in funding – Company Announcement - FT.commarkets.ft.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does LandVault do?
- Landvault builds, hosts and monetises immersive 3D and metaverse experiences for brands and governments.
- Who are LandVault's investors?
- LandVault's investors include Colopl Next, Founders Factory, Founders Factory NY, Notion Capital, Kingsway Capital.