Anzu closes US$20m in funding, targets continued dev’t of in-game ad platform

Anzu closes US$20m in funding, targets continued dev’t of in-game ad platform

Tel Aviv, Israel – In-game advertising platform Anzu has announced that it has raised US$20m in funding, bringing its total capitalization to US$37m since 2017. The funding will be used to continue its work as a global in-game advertising platform.

The funding round was led by two global brands namely entertainment company NBCUniversal and technology company HTC. It should be recalled that Anzu and NBCUniversal entered into a partnership to allow the brand’s marketing partners to run non-intrusive, in-game ads across Anzu’s cross-platform gaming inventory, which spans mobile, PC and consoles.

Itamar Benedy, CEO and co-founder at Anzu, said, “Everyone is talking about the impending metaverse, and we are starting to see it emerge from several different angles. However, if you want to see it in action right now, you just need to look to today’s most popular gaming platforms, which are hosting virtual concerts and film screenings. This funding will further expand our in-game advertising solution, helping even more advertisers understand where their brand fits in, and how they navigate these immersive, digitally-connected spaces.”

Other investors include WPP, Sony Innovation Fund, BITKRAFT Ventures, HBSE Ventures, Alumni Ventures Group, the iconic baseball team The Chicago Cubs, Goal Ventures, and a prominent angel investor Marc Merrill, the co-founder, co-chairman, and president of games at Riot Games. As with the previous round, all investors will act as strategic partners, while Anzu will remain an independent company.

Benedy added, “I am proud to have iconic investors who share in Anzu’s vision and enable us to bring in-game advertising and our best-class tech to more gaming platforms and global brands. Our last investment round helped us achieve some monumental milestones, including bringing in-game advertising to Roblox, becoming the first advertising platform to be verified by Unity, extending our partnership with Ubisoft, and launching new partnerships with leading games studios, including Saber Interactive for its AAA game Dakar Desert Rally.”

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