Australia – In-game advertising platform Anzu has partnered with global gametech company Livewire to help APAC advertisers reach Roblox players through blended in-game ad placements.
Roblox is a global metaverse where players gather to create, share, and play together in immersive worlds. Currently, the platform has over 40 million games covering every genre imaginable.
The partnership will allow advertisers to run non-disruptive ads within many of Roblox’s most popular titles, namely All Star Tower Defense, Speed Run 4, Wacky Wizards, and Weight Lifting Simulator. Advertisers working with Anzu also benefit from guaranteed viewable impressions, brand safety, detailed campaign reporting, and brand lift measurement.
According to Top Down Games, the studio behind Roblox hit ‘All Star Tower Defense’ which is one of Roblox’s most-played titles, Anzu’s solution allows brands to become part of the game, with their ads appearing on in-game objects that naturally feel part of the gameplay. At the same time, they can reach millions of players within an environment where they are fully engaged and feel comfortable.
Indy Khabra and Brad Manuel, Livewire’s co-founders, commented that they are thrilled to partner with Anzu and extremely excited to bring the Roblox platform exclusively to marketers and agencies in APAC.
“Livewire’s vision to be the leading gaming marketing and gametech company takes another leap forward with the immersive virtual world of Roblox. The platform is also fully GDPR and COPPA compliant highlighting their dedication to kidsafe gaming,” said Khabra and Manuel.
Itamar Benedy, Anzu’s co-founder and CEO, noted that some of the world’s biggest brands are using Roblox’s popularity and global reach to access previously hard-to-reach audiences, who are increasingly spending more time on the platform.
“Thanks to our exclusive partnership with Livewire, advertisers in APAC can now reach an engaged and diverse audience through our non-disruptive in-game ads that add to the gameplay, making experiences more realistic,” said Benedy.
