The funding will go towards supporting Anzu’s marketing partners to run non-intrusive, in-game ads across Anzu’s cross-platform gaming inventory, using interactive, contextual, and programmatic in-game advertising solutions.
“Everyone is talking about the impending metaverse, and we are starting to see it emerge from several different angles,” said Anzu’s Co-Founder and CEO, Itamar Benedy. “However, if you want to see it in action right now, you just need to look to today’s most popular gaming platforms, which are hosting virtual concerts and film screenings. This funding will further expand our in-game advertising solution, helping even more advertisers understand where their brand fits in, and how they navigate these immersive, digitally-connected spaces.”
“Combining Anzu’s technological prowess in the gaming and esports space with NBCUniversal’s client reach and advanced advertising solutions, together we can reinvent the future of in-game advertising with brand safety and creativity at the forefront,” says Krishan Bhatia, President and Chief Business Officer at NBCUniversal. “Anzu understands the importance of integrated advertising and by working directly with video game publishers, NBCUniversal can help marketers create engaging content that enhances the gamers’ world.”
“With the arrival of the metaverse, the way that people communicate, interact, and spend is going to evolve. We are excited to assist in bringing this new dimension to digital marketing services, providing safe and private user experiences while enabling brands and developers to bring more creativities and new monetization models in the metaverse,” said Joseph Lin, VP of Content and Platform at HTC.
Other investors include WPP (for the third time), Sony Innovation Fund, BITKRAFT Ventures, HBSE Ventures, Alumni Ventures Group, the iconic baseball team The Chicago Cubs, Goal Ventures, and a prominent angel investor Marc Merrill, the Co-Founder, Co-Chairman, and President of Games at Riot Games. As with the previous round, all investors will act as strategic partners, while Anzu will remain an independent company.
“I am proud to have iconic investors who share in Anzu’s vision and enable us to bring in-game advertising and our best-class tech to more gaming platforms and global brands,” Benedy commented. “Our last investment round helped us achieve some monumental milestones, including bringing in-game advertising to Roblox, becoming the first advertising platform to be verified by Unity, extending our partnership with Ubisoft, and launching new partnerships with leading games studios, including Saber Interactive for its AAA game Dakar Desert Rally.
We also brought to-market in-game viewability with Oracle Moat and partnered with Human and Comscore to help improve IVT across gaming platforms. Anzu’s recent direct integration with The Trade Desk has also helped expand our solution to more advertisers.”
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