Itamar Benedy, Co-Founder and CEO of Anzu
ANZU, an Israeli startup that offers in-game advertising solutions for the gaming industry, raised $48 million in a Series B funding round led by Emmis Corporation, one of America’s most respected media, sports, and entertainment companies, with additional investments from PayPal Ventures among others. The company has now raised a total of $65 million to date.
In-game advertising is a rapidly growing market. The global in-game advertising market was valued at $6.8 billion in 2021 and is projected to reach $17.6 billion by 2030, growing at a CAGR of 11% from 2022 to 2030. This growth is being driven by a number of factors, including the increasing popularity of video games, the growing number of gamers, and the increasing effectiveness of in-game advertising.
Anzu is a leading in-game advertising company that is well-positioned to capitalize on this growth. The company has a strong track record of success, and it has a number of partnerships with leading game developers and publishers. Anzu’s recent funding will allow the company to continue to grow and expand its reach.
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Anzu says the company is committed to making advertising in games better. And in-game advertising for has many benefits for both advertisers and developers. For advertisers, in-game advertising can be a highly effective way to reach a large and engaged audience. Gamers are more likely to pay attention to ads that are relevant to their interests, and they are more likely to remember ads that are embedded in the game environment.
For developers, in-game advertising can be a valuable source of revenue. In-game ads can be displayed in a variety of ways, including static ads, dynamic ads, and rewarded ads. Developers can choose the type of ads that best fit their game and their audience.
Founed in 2017, Anzu’s in-game ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Oracle Moat and IAS, partnerships with trusted AdTech vendors, and compliant with the industry measurement standards outlined by the MRC and IAB make Anzu the preferred in-game advertising partner for brands and agencies worldwide.
“We are thrilled to close our Series B funding round and bring some exciting new investors on board,” said Itamar Benedy, Co-Founder and CEO of Anzu. “We are confident that in-game advertising has the potential to be a multi-billion dollar market, and Anzu is perfectly positioned to take advantage of this huge opportunity. Over the past year, we have achieved some significant milestones towards our vision, and have connected with more exclusive AAA games and premium content, expanded our measurement capabilities for advertisers, and secured patents for our unique intellectual property.”
