Anzu, the world’s most advanced in-game ad platform, has announced its integration with the highly popular title Roblox. As part of the newly announced offering, Anzu will provide a new revenue stream to Roblox developers as they will bring advertising to the title and open up 199M monthly active users to brands and agencies globally.
Developed by Roblox Corporation, Roblox is an online game platform that allows players to create their own games within it. To this date, it has been played by millions of people of all ages and still boasts a large player base including a large number of Roblox Creators who are always busy creating and managing different levels inside Roblox. Roblox calls them experiences and recently the title hit a new record of over 8.71 billion hours of engagement.
This makes Roblox a platform that features more engagement time than TikTok, YouTube, and Instagram combined making it a definite place for different brands and agencies to look for advertisements. Anzu is now providing them the platform to seamlessly integrate their ads into the experiences that different Roblox Creators will integrate within their experiences. Jamie Gutfreund, ex-Global Chief Marketing Officer at MGA Entertainment, said:
Roblox has the potential to become one of gaming’s most valuable and engaging environments for brands. Managing safety and privacy for kids will be critical to long-term success, but for marketers, learning how to deliver entertaining experiences in the Metaverse will become a fundamental strategy to earn relationships with fans worldwide.
With the new partnership in place, Anzu will allow Roblox creators to integrate its blended ads that become part of the experience’s gameplay and players will be able to see the ad without any sort of pause or interruption in their gameplay. Some of the most played Roblox experiences such as Work at a Pizza Place, Speed Run 4, Wacky Wizards, and Fashion Famous are already onboard with Anzu. Michael Sligh, the creator of ‘Work at a Pizza Place’, said:
We look forward to seeing real-world brand ads appear within our games as players will be able to experience them just like they do in the real world, adding a sense of realism to our gameplay. They will also provide us with an additional revenue stream without taking anything away from how players experience games, allowing us to spend more time improving them and building out new ones that the Roblox community can fall in love with.
Itamar Benedy, CEO and Co-Founder, of Anzu also commented:
Today marks an important milestone on our road to building a cross-platform advertising solution that reaches players no matter where they are or what they are playing on.
We are thrilled by the interest and uptake we’ve already seen from both Roblox’s creators and some of the world’s leading brands and agencies which are extremely excited to be part of Roblox’s vision of becoming a true metaverse, representing the future of how people learn, play, work, consume entertainment, try on and shop fashion, and interact with brands. This aligns with our belief that gaming is becoming a one-stop-shop where people are increasingly spending much of their digital lives.
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Previously, Anzu announced their integration with tons of other developers including Eden Falling, Next Wave Multimedia, Poster Sticker, Virtuverse, Eek! Games, Axis Games, Veritas Entertainment, Ubisoft, Unfinished Pixel, Tozai Games, Lion Castle, Zula, APB Reloaded, Vivid Games, and Toplitz Productions. Anzu is also the only in-game ad company to receive the highest-level security audit ISO 27001 certification.
