Anzu launches brand safe in-game ads in Roblox metaverse

In-game ad platform, Anzu, has launched in Roblox, a global Metaverse where millions of players gather to create, share, and play games (recently renamed experiences) in immersive worlds. The move brings Anzu’s tech to Gen Z’s most popular platform, opening its 202M monthly active users to brands and agencies globally via scalable in-game ads.

With 67% of its 42.1M daily active users under 16, Roblox presents advertisers with a unique opportunity to connect with this elusive cohort. In Q3 of 2020, Roblox racked up over 8.71BN hours of engagement, with users spending more time on the platform than on Tiktok, YouTube and Instagram combined.

Anzu, which already works with leading games companies, including Ubisoft, Amanotes, and Lion Castle Entertainment, to run in-game ads within many of the most popular mobile, PC, and console games, is bringing its learnings and success to the Roblox platform, enabling guaranteed viewable impressions, brand safety, and detailed campaign reporting which will be
available to advertisers running in-game campaigns within Roblox.

Some of the biggest brands have already run campaigns within Roblox, including Warner Brothers, Disney, Lego, Hasbro, and Gucci. The platform is fully GDPR compliant and a member of the kidSAFE Seal Program, which has been approved by the Federal Trade Commission as an authorized safe harbor under COPPA. This gives brands peace of mind as all Roblox experiences are built within and must adhere to the platform’s regulations.

This is a great move by Anzu as it finally enables advertisers to reach Gen Z in a scalable way, and will be extremely important for those brands seeking to engage with teens. Roblox is where millions of Gen Z-ers across the globe are choosing to return to, day in, day out, and presents a unique opportunity for brands and agencies to meet them in a contextually relevant and brand-safe way.

Sanja Partalo, EVP of Strategic Partnerships, WPP