Anzu has announced that it has secured an exclusive deal with Saber Interactive to display in-game ads in the upcoming title Dakar Desert Rally. The upcoming title Dakar Desert Rally is the official game of Dakar Rally which is the largest rally race on the planet and is hosted by Amaury Sport Organization.
The race is broadcast across 70 TV channels in 190 countries. During 2021’s race, 1065 drivers and 578 vehicles took part in the event with viewership reaching over 59.8M across various channels with an additional 76.8M Facebook and Instagram story views. The upcoming Dakar Desert Rally by Saber Interactive is slated for release in 2022 and will feature immense open-world racing with seasons and dynamic weather.
Players will find official road books to navigate through the terrain along with a garage filled with a variety of licensed vehicles ranging from bikes, trucks, quads, and SSVs. With this being the most authentic Dakar experience to date, Anzu is providing its in-game ad platform to deliver ads in an immersive fashion. Advertisers will be able to run their banner and video ads within Anzu’s placements which will take the form of 3D objects such as billboards and banners on the side of roads.
Along with this, they will be able to take advantage of custom integration options as well such as custom vehicles with brand colors, logos, and custom driver uniforms. Roadside flags are another option that the advertisers will be able to utilize for their advertisements. Garage takeovers will see advertisers using custom wall banners and items to decorate the building. This will ensure that ads are not too invasive and will allow the developers to create a game that looks real as well with real-life ads placed into the game.
Alex Yerukhimovich, VP Games, Anzu said:
We’ve been working closely with Saber Interactive to ensure our ad placements are perfectly positioned to enhance both the player and advertising experience. This is a great opportunity for advertisers to showcase their campaigns in a visually stunning AAA title, and for players to experience races with real ads that are relevant to the setting alongside the track. Just like they would expect to see if they were watching a real race, making the experience all the more authentic.
More and more advertisers are making in-game advertising a larger part of their digital ad strategies. As the anticipation continues to grow around this title, we’re looking forward to bringing many into the Dakar experience to reach its millions of diverse and dedicated fans who stretch across the entire globe.
Todd Hollenshead, Head of Publishing at Saber Interactive also added:
Our Saber Porto team has been passionately working on Dakar Desert Rally and is focused on making this one of the biggest and most authentic rally racing games ever. Our goal is to bring Dakar to life in a realistic and fun way, and it’s been great to see that passion mirrored by the talented team at Anzu through their industry-leading technology and expertise. We’re working closely together to ensure these ads are implemented in a way that is immersive and serve to help faithfully recreate the real-life rally experience.
Anzu is taking applications from advertisers to book campaigns for Dakar Desert Rally prior to the launch so you can check out Anzu’s official website for additional details if you are interested in it. Previous partnerships of Anzu included companies and games like Roblox, Razor Edge Games, World Cricket Championship, Poster Sticker, and Virtuverse.
Are you looking forward to playing Dakar Desert Rally and what do you think about Anzu and Saber Interactive teaming up to deliver immersive ads in the game? Let us know in the comments section below.
