Next Wave Multimedia partners with Israel-based in-game ad solution provider Anzu
Nazara’s subsidiary, Next Wave Multimedia, exclusively partners with Israel-based Anzu with the aim to bring blended in-game advertising for the second edition of their World Cricket Championship (WCC) franchise. The game will look to leverage Anzu’s blended in-game ad technology.
Anzu will now bring to WCC2 ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with Moat, Comscore, Kantar, and Nielsen, in addition to native ad placements with blended in-game banner ads across the game on Android and iOS devices.
On the exclusive partnership, Next Wave Multimedia co-founder and CEO P.R. Rajendran says, “We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience.”
Anzu’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realise that in-game ads can help them connect with a once elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”
The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Now that Anzu has partnered with AdColony’s APAC division, advertisers across the region will have even more access to gamers. Amit Rathi, AdColony’s Country Manager for India, noted, “Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences.“
To help align in-game advertising with other media channels, Anzu has formed several partnerships, including one with WPP to introduce in-game advertising standards. Through its affiliations with leading AdTech vendor, Anzu supplies in-depth measurements for campaign effectiveness and ad verification. It is these types of technologies that give advertisers such as Vodafone, Samsung, and 7-Eleven the confidence they need to shift more of their budgets to in-game ads and game developers including Ubisoft, Toplitz Productions, and APB Reloaded the security to integrate ads into their games.
Disclaimer: Information mentioned here has not been verified or endorsed by The Gaming Reporter and is in accordance with the press release shared by the company or their appointed representatives.
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