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Admix buys media site VRFocus and aims to rehire staff

Publication looked set to close earlier this month when all employees were laid off

Date Type Companies involved Size
November 20th, 2018 acquisition Admix Not disclosed
Admix buys media site VRFocus and aims to rehire staff

Virtual and augmented reality-focused ad monetisation firm Admix has acquired media website VRFocus for an undisclosed fee.

Earlier this month it had been announced that the former owner of VRFocus, InvestVR, had laid off all of the site's staff.

Admix however has swooped in to buy the publication and, according to a statement from VRFocus site editor and former CEO Kevin Joyce to, "we are re-hiring as many of the team as possible". A number of senior staff have now been retained to work on the site.

Joyce will continue in his role to oversee the transition, though how long he will remain at the company is "undetermined at present". VRFocus is currently on the hunt for a new editor.

Staying focused

Admix claims that the website will retain its editorial independence and continue to report on news in the VR and AR markets.

CEO Sam Huber said the deal was part of its efforts to create an ecosystem that helps developers in the emerging sectors be successful.

The move comes just after Admix raised $2.1 million in funding to double its headcount and ramp up its developer outreach efforts.

“The deal was made easy because our visions are aligned,” said Huber.

“Admix is all about empowering developers to be successful, through our community VR/AR Pioneers, and VRFocus is about showcasing VR’s awesomeness. Bringing VRFocus as part of the family is another move in that direction.”

Joyce added: “Admix, through its AR/VR Pioneers community, will continue to be centred on marketing tips and resources to help developers build successful VR companies, whilst VRFocus will continue in its role of showcasing the amazing worlds of AR and VR, reporting on its wide-reaching community whilst staying completely independent from Admix.”

You can learn more about VR and AR at our upcoming conference Pocket Gamer Connects London 2019 on January 21st to 22nd.

Head of Content

Craig Chapple is a freelance analyst, consultant and writer with specialist knowledge of the games industry. He has previously served as Senior Editor at, as well as holding roles at Sensor Tower, Nintendo and Develop.