Advertising solutions company Anzu announced today that it has received a new investment from Amex Ventures. The undisclosed amount will accelerate Anzu’s mission to provide intrinsic in-game advertising to premium companies. Amex Ventures joins Anzu’s existing investors, a list that includes PayPalVentures, WPP, Emmis Corporation, and NBCUniversal, among others.
According to Anzu, this investment will help to build out its solutions, scaling intrinsic ads in games while also providing measurable data. The company recently begun offering deeper insights via a partnership with Claritas, and participated in a survey with SuperAwesome about the effects of in-game advertising on future generations of gamers.
Itamar Benedy, Anzu CEO, said in a statement, “Advertising in premium games continues to grow as more advertisers and developers become aware of the enormous opportunity to reach consumers in games they are passionate about. Anzu is enabling brands to reach consumers in these games with natural, non-disruptive advertising that is highly effective. This new funding lets us accelerate our mission, scale faster in our key segments, and continually push the boundaries for truly premium ad experiences.”
Margaret Lim, Amex Ventures managing director, added, “Gaming is now mainstream, and brands are awakening to the opportunity. Anzu is leading the way in unlocking advertising opportunities in premium games and has established partnerships with top gaming and advertising companies to make the process more seamless, and we are excited to back them.”
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