Sydney, Australia – Gametech and gaming marketing company Livewire has expanded its exclusive partnership with in-game advertising platform Anzu to help more APAC advertisers reach players within some of the most popular AAA console titles via non-disruptive in-game ads.
The partnership between Livewire and Anzu first began in January when the two companies partnered to help APAC advertisers reach players in Roblox.
Anzu is the sole official licensed provider for Xbox and their offering includes AAA console titles from leading game studios, including Ubisoft and Saber Interactive, who recently announced a partnership with Anzu to bring in-game ads into their highly anticipated AAA racer Dakar Desert Rally at launch.
Many more AAA titles are also on the way, which adds to Livewire’s growing suite of gaming solutions including the recent launch of a social gaming offering and the Livewire Creative Studios.
Furthermore, advertisers working with Anzu and Livewire benefit from advanced gaming marketing and gametech solutions, including research, gaming strategies, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen.
Livewire co-founders Indy Khabra and Brad Manuel, said, “Launching in-game ads within premium AAA console titles is a significant milestone for gametech. Console games boast large durational play time, high attention rates, and are often played on large screens. Brands and agencies can now reach players within this premium environment via in-game ads that add to the gaming experience.”
Meanwhile, Itamar Benedy, co-founder and CEO at Anzu, commented, “We are very excited to bring our premium AAA console inventory to more advertisers in APAC through this extended partnership with Livewire. We have already seen huge success working together with Roblox. I’m looking forward to extending this partnership and success to the console space, which is becoming an increasingly important media channel for advertisers looking to connect with their audience in an authentic and engaging way.”
The expanded partnership taps on the 1.4b gamers in APAC, which is expected to grow to 1.8b by 2024, where advertisers running their campaigns in premium titles have a unique opportunity to place themselves in front of this large and diverse audience. With the APAC games market also estimated to grow by over 10% annually with a total market cap of $708.3 billion by 2026, this lucrative region has plenty of demand up for grabs.
