The global advertising platform for Anzu games announced $9 million in new funding to support business growth. In addition, the funding will also be used to drive sales and marketing activities to encourage more brands to enter the AAA gaming space through in-game advertising. Moreover, Anzu can remain an independent company while the investors act as strategic partners.
Official press release:
The round was led by BITKRAFT Ventures and HBSE Ventures with the participation of the world’s largest marketing services company, WPP, and the Sony Innovation Fund, the investment arm of one of the world’s largest gaming companies and owner of PlayStation, as well as Alumni Ventures, the leader in LGBT+ VC Gaingels, the iconic baseball team The Chicago Cubs, Goal Ventures, and angel investors Mark Merrill, co-founder, co-chairman and former co-CEO of Riot Games, and Dylan Collins, co-founder and CEO of SuperAwesome, the leading children’s security ad platform recently acquired by Epic Games.
Anzu is known for its cutting-edge in-game advertising technology that allows game developers and marketing brands to connect and display in-game ads that are native, creative and real-time. The Anzu platform ensures that the advertising is not too obvious to the player, while still remaining prominent in the game, giving it a sense of naturalness and fluidity. Thanks to recent funding from some of the industry’s leading companies, Anzu will be able to further enhance its platforms for both players and advertisers.
Several industry representatives also commented on Anzu’s recent funding, said Mark Reed, CEO of the WPP :
Gambling is an activity that experienced explosive growth last year and is becoming an increasingly important advertising channel. By working with Anzu, as well as our agencies, we can make it easier for them to reach a growing audience in the airport and playground.
Gen Tsuchikawa, CEO and Chief Investment Officer of the Sony Innovation Fund
Anzu delivers the promised technology and increases its presence in the industry. We are delighted to participate in this funding round and support Anzu as the company enters a new growth phase in the field of in-game advertising. The company’s attitude towards gamers gives developers access to new business models and brings advertisers closer to the gaming audience without disrupting the game.
Jens Hilgers, founding partner of BITKRAFT, also reported:
Since our initial investment, Anzu’s team has built the most advanced platform for delivering blended advertising in the premium gaming segment. An impressive range of game integrations, combined with brands running unique campaigns on the platform, confirmed Anzu’s market position and technology. We are proud to be investing with this exceptional group of co-investors and look forward to seeing how the Anzu team continues to redefine in-game advertising!
Itamar Benedi, co-founder and CEO of Anzu, also commented:
We are proud that world leaders in advertising, entertainment, gaming, sports and venture capital are investing in Anzu’s next phase of growth. These trollblazers represent the perfect combination of strategic partners who will help us maintain our dominance in 2021.
Anzu is a world leader with its in-game advertising platform Anzu.io. Anzu has already announced partnerships for several brands such as Poster Sticker, Virtuverse, Eek! Games, Axis Games, Veritas Entertainment, Ubisoft, Unfinished Pixel, Tozai Games, Lion’s Castle, Zula, APB Reloaded, Bright Games and Toplitz Productions. Anzu is also the only gaming advertising company to have achieved the highest ISO 27001 security certification and also announced that a former Blizzard executive has joined Anzu as a strategic advisor.