In-game advertising platform Anzu.io has announced a partnership with the developers of massive multiplayer online role-playing game Virtuverse. 

The deal will enable advertisers to display non-intrusive blended banner and video ads inside the PC-based animated fantasy MMORPG – which is currently most popular with gamers in  North and South America, Europe, and Russia. 

With an average play session lasting an impressive six and a half hours, according to the developer, there will be plenty of opportunities for players to encounter video and banner ads displayed on immersive billboards and interior screens. 

Built on the Unreal Engine, Virtuverse allows players to venture into many different fantasy lands, defeat monsters and collect spoils of war, which can be traded for in-game items or exchanged for real money. 

Virtuverse’s teams says that adopting blended in-game advertisements will help keep the game free-to-play, and the game’s community has voiced its support for the move. 

Commenting on the news Anzu’s CEO and Co-founder, Itamar Benedy, said:

“Gamers won’t tolerate disruption anymore so we created a solution that works for them, game developers, and advertisers. Many people were unsure of how video and banner ads could be harmoniously blended into an animated game, but we are happy to prove them wrong through our partnership with Virtuverse.”

Anzu’s advertising partners include major brands like Samsung and Vodafone, while its gaming partners include Ubisoft, Unfinished Pixel, and Vivid Games. 

As previously reported, earlier this month former Activision Blizzard executive, Ruben Dehouck, joined Anzu as a strategic advisor. 

AYO.NEWS says:

With many developers finding it harder to monetise games in today’s ‘free-to-play’ culture, and many advertisers struggling to engage generations that have become almost immune to traditional advertising, in-game ads offer an intriguing avenue for both. Of course, it’s still too early to gauge their effectiveness, but there are some promising signs. 

Want to find out more about in-game advertising? Don’t miss AYO.NEWS’ very own Simona Pinterova catching up with Niklas Bakos, CEO and Co-founder of another in-game advertising startup, Adverty. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020.