WORLD CRICKET CHAMPIONSHIP INTEGRATES ANZU IN-GAME ADVERTISING

Next Wave Multimedia is partnering with in-game advertising platform Anzu, for its World Cricket Championship (WCC) franchise. 

The Nazara subsidiary has selected the Israel-based in-game ad technology supplier to bring more opportunities to brands and advertisers in the Indian ecosystem, enabling advertisers to engage audiences in a seamless manner, without disrupting user experience. 

Anzu’s platform will equip WCC2 with ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with Moat, Comscore, Kantar, and Nielsen, along with native ad placements with blended in-game banner ads across the game on Android and iOS devices. 

Commenting on the partnership Next Wave Multimedia co-founder and CEO, P.R. Rajendran, said:

“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.”

While Anzu CEO and co-founder, Itamar Benedy, added:

“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.”

Anzu is partnered with AdColony in the APAC region, where there are an estimated 1.5 billion video game players. Discussing the partnership, AdColony’s Country Manager for India, Amit Rathi, explained:

“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.”

WCC apps have racked up more than 140 million installs across devices, and in 2020 WCC MAUs and Daily Active Users (DAU) hit a peak of 15 million and 3.5 million respectively. WCC2 alone has generated more than 50 million downloads on the Google Play Store, and user engagement for WCC games has seen significant increases, with average daily user engagement for WCC2 at 45 minutes, increasing to 55 minutes for WCC3. 

AYO.NEWS says:

In-game platforms like Anzu and Adverty are revolutionising the advertising space, opening up vast new opportunities for brands to connect and build relationships with gamers, without generating friction or annoyance. 

Staying with Anzu, just last week the company revealed it had secured $9M USD in a funding round led by BITKRAFT Ventures and HBSE Ventures. 

‘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. 

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