In-game advertising platform Anzu has expanded its partnership with game developer Axis Games.
The expansion will see Anzu integrate advertisements into Axis Games’ newly-formed Axis Football Esports League played on Axis Football.
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The parties first collaborated earlier in 2020, when Anzu first integrated its platform into the game content of Axis Football. Said to be an industry first, this expansion will enable advertisers to run campaigns during a live esports event.
Danny Jugan, President of Axis Games, commented on the expanded cooperation in a release: “We are excited to partner with Anzu as our advertising supplier. They provide great content and have been a pleasure to work with.”
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The Axis Football League will be broadcast live on both Twitch and YouTube platforms. A starting date for the inaugural season and the prize pool have yet to be confirmed.
Itamar Benedy, CEO and Co-founder of Anzu, also spoke on the deal: “Anzu’s premium blended in-game ads represent a new chapter for the gaming and advertising industries. Axis Games is a company that is also interested in reinventing the gaming world through innovative monetization methods while still preserving, and improving, the gaming experience.
“We are proud to partner with them in this revolutionary endeavor and bring the first programmatic ad campaigns to the esports world.”
Esports Insider says: The concept of in-game advertising is building plenty of momentum as brands look for new ways to advertise in esports. This particular deal could be the catalyst for other developers to utilise Anzu’s platform, providing it goes well – even though there aren’t many eyes on this league just yet.