Ads Expansion
Anzu expands ad formats beyond games
The platform will still target gamers, even if they aren’t playing a game
Company Profile
Anzu
Website
anzu.io/
About
Since 2017, our mission has been to make advertising in games better. We believe that letting gamers play without interruption builds a better experience across the board.
Anzu has built the world’s most advanced in-game advertising platform. We empower brands to enter the video game space through advertising that's native, creative, and dynamically updatable.
Related People
Lev Kommisarchik
Director of Mobile Games
Itamar Benedy
CEO
Guy Ben-dov
Executive Vice President Business Development, HD games
Maor Wurembrand
Director of Supply Growth
Chris Vincelli
Vice President of Business Development
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Articles featuring Anzu
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New Partnerships
Anzu partners with Playgama to bring intrinsic in-game ads to web games
The deal marks Anzu’s expansion into web game support
Jobs Roundup
September 2025’s Movers and Shakers: Roblox's head of agency partnerships, Women in Games' new community manager, and Epic Games hires Supercell veteran
Our regular roundup of the mobile games industry's movers and shakers
Developers On Monetisation
Game on: Turning points, player power, and the future of monetisation
The moment everything changed! Hear from four developers about the revelation which helped them tackle monetisation and put players first
Anzu And Amex
Amex Ventures invests in in-game ads firm Anzu
The investment will help Anzu scale faster in key segments
In-game Advertising
Report: Mobile leads in reach while PC and console drive deeper ad engagement
New report from Anzu finds that advertisers can benefit by combining the deep engagement of PC and console with the broad reach of mobile
New Partnerships
Anzu and Claritas partner to offer improved attribution metrics for in-game ads
The partnership aims to bring transparency and performance optimisation to in-game advertising
Partnership Power
Anzu and dentsu partner to advance intrinsic in-game advertising with "contextually relevant campaigns"
Ads will be deliverable to specific audiences based on behaviour and interests
All About Ads
Intrinsic ads make players 5% more likely to consider in-game spending
Anzu and Happydemics find intrinsic ads to have the highest recall rate, brand identification and purchase consideration
Series Surge
In-game Ads solution Anzu raises $48M in Series B funding
Funding round led by Emmis Corporation and supported by many new high-profile investors
Eyes Open
Anzu and Lumen’s two-year study finds that in-game ads come out on top
In-game ads have higher viewability and lead to higher purchase intent, study finds
Anzu Addition
Meta veteran Nerissa MacDonald joins Anzu global sales role
Bringing more than 20 years’ experience from Adform, Sizmek and Meta
Anzu Ads
In-game ads by Anzu.io triple Cooking Fever’s ARPDAU
Nordcurrent’s flagship title has 400 million total downloads
Put Players First
Are in-game ads the answer for developers? We asked Marc Merrill of Riot Games
Anzu co-founder and CEO Itamar Benedy talks to Riot Games co-founder and president of games Marc Merrill about the growing value of in-game advertising to indie and AAA developers alike
Intrinsic In Game Ads
A recipe for success: bringing intrinsic in-game ads to Cooking Diary
As game developers continue to explore ways to monetise their titles, intrinsic in-game advertising has emerged as a popular solution that isn’t going anywhere.
Patenting
In-game ad company Anzu patents tech to measure viewability of intrinsic ads
Anzu has secured a patent for its technology which measures the viewability of their intrinsic ads within a 3D video game environment
Make More Of Monetisation
Five reasons why it’s more critical than ever to look to in-game advertising
Anzu's Guy Ben-dov, executive vice president of business development explains why in-game advertising is more important than ever for making your mobile game a success
2022 Highlights
2022 In Review – February’s Best Bits
As the year draws to a close, we take a look back with our pick of the stories that shaped the last twelve months. This time, we zoom in on February
Monetisation Masterclass
Monetisation masterclass: learn how to take your game to the next level
Join experts from Anzu, Unity and Wildlife Studios for an in-depth dive into in-game ad monetisation
Sign Up Now
What impact could in-game advertising have on your studio?
Sign up now for a free webinar exploring the impact of in-game ads, featuring strategies and practical tips from industry experts including Anzu, Unity and Wildlife Studios
Case Study
Lay’s see huge success of intrinsic ads in partnership with Anzu
Lay’s partnered with Eskimi and Anzu.io to integrate a short, six second ad into mobile games in Latvia to promote their snacks, seeing huge success
In-game Ads
Intrinsic in-game ads earn twice as much viewtime as other digital channels
Lumen and Anzu delve into the advertising space
Leading The Front
Anzu appoints former Yahoo director Chris Vincelli as VP of Business Development
Brings over a decade of partnerships experience to secure in-game ads partnerships
Monetisation Myths Busted
Three in-game monetisation myths that need to be left in 2021
In-game advertising has gained a bad reputation with some developers for having a negative impact on games and discouraging players. Anzu's Lev Kommisarchik sets the record straight.
Ad Acceptace
Anzu: 70% of US gamers respond well to in-game ads
Players value ad relevance and dislike being interupted
Anzu In Apac
Anzu and InMobi partnership brings 3D in-game ads to APAC region
Will utilise Anzu’s SDK
Finding Finances
Anzu raises $20 million to further expand in-game ads solutions
New investors in NBCUniversal and HTC
In-game Ads Analysis
Anzu and Oracle Moat unveil first-to-market viewability measurement
Gives access to third-party in-game ad metrics on PC and mobile
Unified With Unity
Anzu joins Unity’s Verified Solutions Partner programme
The first in-game advertising company on the programme
Adding Adtech
NBCUniversal partners with Anzu to expand in games and esports
Gaining access to adtech integrations
Blending Ads
Anzu to bring in-game ads to Dakar Desert Rally
Will integrate in-game ads onto vehicles, roadside signs, and more
Advert Veteran
Guy Ben-dov joins Anzu as EVP to drive blended ads
Co-founder of Double Fusion and Side-Kick Games
Adding Ads
Anzu partners with Top Down Games to integrate ads in All Star Tower Defense Roblox experience
In-game ads integrated as billboards, banners or on buildings
Partnering Platforms
Anzu partners with Smart to reach new audiences
Successfully utilising banners and videos
Precision Targeting
Anzu partners with mobile-first data marketplace Kochava Collective
Will offer precision targeting for advertisers to reach new audiences
Ad Affinity
Anzu: 66% of UK gamers would welcome more ads in games
70% are positive or neutral towards in-game ads
Apac Advertising
Anzu partners with Livewire to boost APAC ad reach in Roblox
Follows the increasing MAUs on the platform
Prevailing Partnership
Anzu and Ubisoft extend partnership after 'exceptional results'
The 2020 partnership continues
In-game Insight
How in-game ads have taken APPS to the next level
In the first of a new Knowledge Base series, in partnership with Anzu, PocketGamer.biz explores how APPS implementation of in-game ads reimagined the studio's monetisation
Speaker Spotlight
What will the mobile space look like as we head into 2022?
Anzu's director of mobile games, Lev Kommisarchik looks to the future at PG Connects Digital NEXT
Add On
Anzu adds David Cox as a strategic advisor
Ad platform strengthens team
Monetise The Metaverse
Anzu partners with Roblox creators, bringing in-game ads to platform
Will provide an additional revenue stream for creators
Welcome Aboard
Anzu welcomes Josh Schmiesing as new strategic advisor
“I am thrilled to join such a dynamic team"
Dream Team
Anzu partners with InMobi for programmatic brands advertising
"The importance of mobile to the gaming industry cannot be overstated"
Partners
Anzu forms partnership with addressable media firm aMVG
"As an industry leader, aMVG has demonstrated their commitment to bringing relevant ads to relevant audiences at relevant times"
Check Those Ads
Anzu partners with Virtuverse for non-intrusive in-game ads
"Gamers won’t tolerate disruption anymore so we created a solution that works for them, game developers, and advertisers"
Great Advice
Anzu welcomes former Activision Blizzard exec Ruben Dehouck as new strategic advisor
"In-game advertising offers developers and publishers a compelling new revenue stream, but only if it's done right"
Check Those Ads
Anzu expands its partnership with Axis Games
"Anzu's premium blended in-game ads represent a new chapter for the gaming and advertising industries"
Team Work
Anzu teams up with Veritas Entertainment for real-life brands ads
"Anzu is always looking to push the limits of what was considered possible"
New Advisor
Anzu welcomes David Sable as a strategic advisor
"A marketing giant of David Sable's stature is a rare find"