Next Wave Multimedia has partnered with the Israel-based Anzu to bring advanced in-game advertising for World Cricket Championship franchise. The award-winning second title in the series will now feature Anzu’s blended in-game ad technology, bringing more opportunities for brands and advertisers in the Indian ecosystem.
Most games are quite friendly for in-game advertisement, but sports-themed games liks World Cricket Championship provide an ideal environment for in-game ads, which are seamlessly blended into the gaming environment.
The reason Next Wave Multimedia decided to partner with Anzu was that the company provides game studios with a monetization method that instead of disrupting the playing experience, enhances the stadium ambiance, further replicating a live real-world match. The blended advertising format that this collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting the user experience, while integrating a brand’s message in the game’s environment.
Anzu will also provide the game with ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen.
CEO and co-founder of Anzu, Itamar Benedy had this to say,
Every region is seeing a growth in gaming, and advertisers realize 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.
On the other hand, 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.
Post your comments below and let us know what you have to say.
