Tel Aviv, Israel – In-game advertising company Anzu has secured rights from game developer Saber Interactive to be its in-game adtech provider for its racer game title ‘Dakar Desert Rally’. The secured rights comes after the two companies partnered up in November 2021 to bring blended in-game advertising to Saber Interactive’s upcoming game titles.

Anzu is helping the team replicate that; advertisers will be able to run their banner and video ads within Anzu’s in-game ad placements, which will take the form of 3D objects like roadside billboards and banners. They will also be able to take advantage of a variety of custom integration options, including custom vehicles that can be painted with brand colours, logos, and even have the driver wear a custom uniform. 

In addition, there are also options for roadside flags that can be branded with a product logo and different colours, and garage takeovers, where brands can add custom wall banners and items to decorate the building.

Alex Yerukhimovich, VP for games at Anzu, said, “We’ve been working closely with Saber Interactive to ensure our ad placements are perfectly positioned to enhance both the player and advertising experience. This is a great opportunity for advertisers to showcase their campaigns in a visually stunning AAA title, and for players to experience races with real ads that are relevant to the setting alongside the track. Just like they would expect to see if they were watching a real race, making the experience all the more authentic.”

He added, “More and more advertisers are making in-game advertising a larger part of their digital ad strategies. As the anticipation continues to grow around this title, we’re looking forward to bringing many into the Dakar experience to reach its millions of diverse and dedicated fans who stretch across the entire globe.”

Meanwhile, Todd Hollenshead, head of publishing at Saber Interactive, commented, “Our goal is to bring Dakar to life in a realistic and fun way, and it’s been great to see that passion mirrored by the talented team at Anzu through their industry-leading technology and expertise. We’re working closely together to ensure these ads are implemented in a way that is immersive and serve to help faithfully recreate the real-life rally experience.”