World Cricket Championship inks in-game ad deal with Anzu

Next Wave Multimedia has partnered with in-game ad company, Anzu, for the second edition of their World Cricket Championship (WCC) franchise. The game will use Anzu’s blended in-game ad technology, bringing opportunities for brands and advertisers to Indian consumers.

While most games are appropriate for advertising, sports-themed games, such as WCC 2, provide an ideal environment for in-game ads, which are inseted into the gaming environment on hoardings and other creative executions, instead of disrupting the playing experience, the in-game ads enhance the stadium ambiance, further replicating a live real-world match.

In addition to providing in-game banner ads across the game on Android and iOS devices, Anzu will provide WCC2 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.

The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Recently Anzu struck a deal with AdColony’s APAC division, giving advertisers across the region access to gamers, now including those that play WCC2.

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.

Itamar Benedy, CEO and co-founder, Anzu