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Anzu partners with Top Down Games to extend in-game advertising in Roblox hit title

Tel Aviv, Israel – In-game advertising company Anzu has partnered with Top Down Games, the Roblox game development group under Benoxa, to allow advertisers to run their campaigns within ‘All Star Tower Defense’, the hit experience on the Roblox platform, playable across mobile, PC, and console.

The experience, one of Roblox’s most-played titles, is a tower defense game where players equip and deploy towers to defend their base from incoming enemies for as many waves as possible. 

As part of the partnership, advertisers will be able to run their banner ads and gifs within ‘All Star Tower Defense’ via Anzu’s in-game ad placements, which put players first and blend into the gameplay, appearing on objects like billboards, banners, and buildings.

The team at Top Down Games believes that Anzu’s solution provides a reliable and consistent stream of advertising content without taking anything away from the gameplay. 

“This allows us to focus more time and resources on future updates and new experiences for our fans. The team was also great at helping us figure out exactly where the ad placements should sit to help us get the most out of them while ensuring they naturally feel part of the player experience,” the team said.

Alex Yerukhimovich, Anzu’s vice president of games, commented, “2022 will be a pivotal year in the construction of the metaverse, and we’re extremely excited about our role in shaping it through partnerships with fellow innovators such as the Top Down Games.”

In October 2021, Anzu has launched its global Roblox offering, partnering with creators and integrating in-game ad placements into their experiences to make it easier for advertisers to enter the platform.