Startup Admix has raised $7 million to fund its “non-intrusive” in-game advertising technology.

Admix’s SDK allows its clients in video games, esports and VR/AR to easily place advertising spaces in the virtual worlds of their products. These spaces include billboards, posters and 3D environments, which are filled programmatically, generating revenue for developers.

The SDK is compatible with both Unreal Engine and Unity. Admix founders Samuel Huber and Joe Bachle-Morris cite the scalability of their solution as their main advantage over competitors.

The  $7 million was raised during Series A round led by the Force Over Mass fund.