Sam Huber is the Global President of Enterprise and CEO of MENA at Infinite Reality (iR), an innovation company driving the next generation of digital media and e-commerce through artificial intelligence (AI), spatial computing, extended reality, and other immersive technologies.

Previously, Sam was the CEO of Landvault, a metaverse infrastructure company acquired by Infinite Reality for $450m. Sam founded the company in 2018 under the name Admix, a gaming company pioneering product placement technology in games, which raised $40m and rebranded to Landvault in 2022. Over the past 4 years, Sam has helped over 300 clients, from Fortune 500 brands to governments, to enter immersive environments, from games to the metaverse.

An early Bitcoin investor since 2013 and one of the first land owners in the metaverse in 2017, he has since invested in over 20 companies, mainly in Web3. Before this, Sam’s first venture was an indie game studio. In a previous life, he was an engine strategy engineer for Mercedes Formula One, responsible for Lewis Hamilton engine strategy following a degree in Physics and Engineering.