Berlin-based esports venue developer VERITAS Entertainment has entered a partnership with in-game advertising platform Anzu.
The deal will see them collaborate to offer enhanced brand integration to advertisers looking to promote their products within games and esports tournaments.
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In March, VERITAS raised $10 million (£7.55M) in funding to open the LVL gaming establishment in Berlin. More recently, Israeli-based startup Anzu recently won The Clutch Digital 2020 at ESI Digital Summer.
Dorian Gorr, Managing Director of VERITAS Entertainment, spoke on the deal in a release: “We’re thrilled to work together with Anzu to push the limits of what brand integration looks like in esports. In collaboration with Itamar Benedy and his team, we will help companies that want to enter the esports space to position their products and messages in completely new ways that are more immersive than ever before. We’ve been following the progress of Anzu over the past year and are nothing but impressed by their vision, which fits perfectly to the LVL brand.”
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Anzu and its advertising solutions have already been utilised by the likes of Ubisoft and Vivid Games in order to advertise products from within games. Anzu joining forces with VERITAS is said to enhance the production of its esports broadcasts, playing host to “exciting global brand collaborations for major tournaments in an unnamed popular game later this year.”
Itamar Benedy, Co-founder and CEO of Anzu, commented: “Anzu is always looking to push the limits of what was considered possible–and this new partnership with LVL is the perfect example of just that! We’re thrilled to collaborate with a true innovator that creates real-life, interactive video games and esports experiences for eager fans while still taking full advantage of the digital nature of the medium through their live streams and tournaments. We look forward to what will surely be the first step in a global phenomenon, starting right here in Berlin!”
Esports Insider says: This collaboration is the start of a major change in how brands advertise in esports. With traditional forms of advertising sometimes proving ineffective, in-game advertising is going to become more prominent in the not too distant future.