Adrenaline Interactive, an Ann Arbor-based startup focused on dynamic in-game advertising, has won a $1 million investment as the grand prize of the 2026 PitchMI Championship, one of the largest startup competitions in the United States. The win brings the company’s total PitchMI-related funding to $1.375 million.
The competition, organized by the Michigan Economic Development Corporation and the Michigan State University Research Foundation, attracted 375 applicants from more than 100 communities across Michigan. The championship event, held in Lansing, followed a series of regional competitions that identified top startups across key sectors, including healthcare, cleantech, mobility, and AI.
Founded in 2024 by CEO Max Albert, Adrenaline Interactive has developed a platform called Brand Fusion AI, which enables advertisers to seamlessly integrate product placements into video games such as Fortnite and Roblox. The platform is designed to replace traditional in-game ads, such as pop-ups and static billboards, with more immersive and scalable brand integrations.
The company aims to address a growing shift in media consumption, particularly among Gen Z audiences, who spend more time gaming than engaging with traditional entertainment or social media platforms. By automating in-game advertising placement, Adrenaline Interactive seeks to deliver more authentic user experiences while providing measurable returns for brands.
PitchMI serves as a statewide initiative to identify and support high-growth startups, offering capital, mentorship, and exposure to investors. In addition to the $1 million grand prize, the broader 2025–2026 competition distributed more than $2.3 million in total funding, including regional awards, additional venture investments, and cloud service credits.
Other regional winners included BedConnect in healthcare, Electric Outdoors in cleantech, and General Orbit in mobility and advanced manufacturing. All finalists will continue to receive support through Michigan’s startup ecosystem, including participation in investment portfolios tied to the program.
Michigan has continued to expand its support for entrepreneurship through initiatives such as the Michigan Innovation Fund and expanded access to early-stage capital. Over the past five years, these efforts have contributed to the creation of more than 15,800 jobs and over 1,400 high-tech companies across the state.
PitchMI is expected to return for the 2026–2027 cycle with new regional competitions scheduled across multiple Michigan cities, continuing its mission to foster innovation and retain startup talent within the state.
KEY QUOTES:
“Winning feels surreal. To be honest, I still don’t really believe that I won, because the other companies were just so phenomenal. There were four great companies up there, and I feel so lucky to share the stage with all of them. In terms of the future, this check is so meaningful to help us bring back advertising dollars to the state of Michigan.”
“Gen Z plays more video games in their free time than any other leisure activity. More than streaming, more than social media. If you have a Gen Z kid in your life, you already know this is the case. In order to reach the next generation, advertisers need to make gaming core to their marketing strategy.”
“Ads in video games today are frustrating to the player: pop up ads and billboard ads that don’t stylistically look like they belong. That’s why more and more brands are turning to product placement, but these are built by hand, every step of the way, from planning to placing to proving… all manual. Manual doesn’t scale. Adrenaline Interactive is aiming to build the first authentic and scalable solution for in-game advertising.”
Max Albert, Founder And CEO Of Adrenaline Interactive
“Michigan is a place where big ideas come to life, and today’s PitchMI Championship is yet another example of how Michigan is creating the jobs of the future. Congratulations to Adrenaline Interactive and all of the competing companies. By investing in our homegrown entrepreneurs, we are creating high-tech jobs and ensuring Michigan remains the best place in the world to innovate, grow a business, and dream big.”
Gretchen Whitmer, Governor Of Michigan
“Adrenaline Interactive, and all the PitchMI finalists, represent the kind of companies Michigan wants to elevate and celebrate more: ambitious, high-growth, and built by founders with the talent and drive to scale. PitchMI gives these entrepreneurs a stage that matches the quality of what they’re building. Companies like these are how Michigan attracts and retains exceptional people, creates high-wage jobs, and builds a durable, innovation-driven economy.”
Ben Marchionna, Chief Innovation Ecosystem Officer At Michigan Economic Development Corporation
“Our goal is to create a seamless pathway for founders to move from early traction to global scale without ever having to leave Michigan. The level of talent we saw across this year’s PitchMI cohort–from the Top 20 through today’s finalists–was extraordinary. While we’re excited to support Adrenaline Interactive as they reach their next milestone, all four finalists will continue as part of our Michigan Rise investment portfolio, and we look forward to working alongside each of them as they grow and scale here in Michigan.”
David Washburn, CEO Of Michigan State University Research Foundation
