Tag: Roblox

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.

Israel – Global in-game ad solution Anzu.io has unveiled its new Roblox offering, where Anzu’s viewable impressions, brand safety, and detailed campaign reporting will be available to advertisers running in-game campaigns within Roblox.

Roblox is a global metaverse where millions of players gather to create, share, and play games in immersive worlds. Anzu finds that majority of Roblox’s users are under 16 of age and believes the partnership presents advertisers with a unique opportunity to connect with this elusive cohort.

“The game-changing move brings Anzu’s tech to Gen Z’s most popular platform, opening its 202 million monthly active users to brands and agencies globally via scalable in-game ads,” said the company in a press statement.

According to Anzu, in Q3 of 2020, Roblox racked up over 8.71 billion hours of engagement with users spending more time on the platform than on Tiktok, YouTube and Instagram combined.

Anzu, which already works with leading games companies, including Ubisoft, Amanotes, and Lion Castle Entertainment, to run in-game ads said that it aims to bring its learnings and success to the Roblox platform.

Michael Sligh, the creator of one of Roblox’s biggest games of all time ‘Work at a Pizza Place’, said, “We look forward to seeing real-world brand ads appear within our games as players will be able to experience them just like they do in the real world, adding a sense of realism to our gameplay. They will also provide us with an additional revenue stream without taking anything away from how players experience games, allowing us to spend more time improving them and building out new ones that the Roblox community can fall in love with.”

Itamar Benedy, CEO and co-founder of Anzu, said, “Today marks an important milestone on our road to building the cross-platform advertising solution that reaches players no matter where they are or what they are playing on.”

Benedy adds, “We are thrilled by the interest and uptake we have already seen from both Roblox’s developers and some of the world’s leading brands and agencies which are excited to be part of Roblox’s vision of becoming a true Metaverse, representing the future of how people learn, play, work, consume entertainment, try on and shop fashion, and interact with brands. This aligns with our belief that gaming is becoming a one-stop-shop where people are increasingly spending much of their digital lives — cementing the fact that gaming is a crucial channel that advertisers can no longer afford to ignore.”

Anzu believes that its dedication to child safety is a huge pull for advertisers. The Roblox platform is fully GDPR compliant and a member of the kidSAFE Seal Program, which has been approved by the Federal Trade Commission as an authorized safe harbor under COPPA.

Anzu has already signed partnerships with many popular Roblox creators, bringing in-game advertising to games, including Work at a Pizza Place, Speed Run 4, Wacky Wizards, and Fashion Famous. Anzu also shared that is in talks with a growing number of developers who are excited at the idea of having real-world brands appear within their games on the platform.