World Cricket Championship inks exclusive deal with Israel-based in-game ad solution provider Anzu to bring new-age blended ad technology

February 8th, 2021, India: Nazara’s subsidiary, Next Wave Multimedia Pvt. Ltd., exclusively partners with Israel-based Anzu with the aim to bring advancement in blended in-game advertising for the second edition of their award-winning World Cricket Championship (WCC) franchise. The game will look to leverage Anzu’s blended in-game ad technology, bringing more opportunities for brands and advertisers in the Indian ecosystem.

Being a leader in this space, Anzu will now bring to WCC2 ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen, in addition to native ad placements with blended in-game banner ads across the game on Android and iOS devices.

The native advertising format that this collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.

Nextwave Multimedia's World Cricket Championship 2 wins AatmaNirbhar challenge

On the exclusive partnership, Next Wave Multimedia co-founder and CEO P.R. Rajendran says, “We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience.”

Anzu’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realise that in-game ads can help them connect with a once elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”

The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Now that Anzu has inked a deal with AdColony’s APAC division, advertisers across the region will have even more access to gamers. Amit Rathi, AdColony’s Country Manager for India, noted, “Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences.”

Nextwave Multimedia's World Cricket Championship 2 wins AatmaNirbhar challenge

Overall, WCC apps have garnered more than 140 million installs across devices. Earlier in 2020, WCC MAUs and Daily Active Users (“DAU”) hit a peak of 15 million and 3.5 million respectively (Next Wave Multimedia), gaining from the lockdown-induced surge in mobile gaming. WCC2 alone counts more than 50 million downloads on Google Play Store. The user engagement for the WCC games has increased considerably, evidenced by the fact that the average daily user engagement time for WCC2 was 45 minutes but this has increased to 55 minutes for the WCC3 title.

To help align in-game advertising with other media channels, Anzu has formed several strategic partnerships, including one with WPP to introduce in-game advertising standards. Through its affiliations with leading AdTech vendors, Anzu supplies in-depth measurements for campaign effectiveness and ad verification. It is these types of technologies that give big-name advertisers such as Vodafone, Samsung, and 7-Eleven the confidence they need to shift more of their budgets to in-game ads and game developers including Ubisoft, Toplitz Productions, and APB Reloaded the security to integrate ads into their games.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

More like this

Nazara

Nazara’s Record-Breaking Quarter: Poised to Become a Global Gaming...

Nazara Technologies Limited, a diversified gaming and sports media platform, has just wrapped up Q3 FY25 with...
Barbie Joins Kiddopia: A Fun-Filled Educational Revolution for Kids

Barbie Joins Kiddopia: A Fun-Filled Educational Revolution for Kids

Introduction: Discover how Barbie and Kiddopia are teaming up. Overview of Kiddopia: Learn what Kiddopia offers in terms...
Nazara subsidiary Fusebox Games Partners with Banijay Rights to Bring Bigg Boss to the World of Interactive Gaming

Bigg Boss Goes Interactive: Nazara’s Fusebox Partners Banijay!

Big Brother Interactive Fiction Game Also in Development, Set to Launch in 2025 Bigg Boss: Nazara Technologies Limited,...
Nazara and Lysto Join Forces to Launch The Growth Protocol

Nazara and Lysto Join Forces to Launch The Growth...

In an exciting development for the digital marketing landscape, Nazara Technologies and Lysto have signed a Letter...
Nazara's 5 Bold Investments: INR 196 Crores to Transform Gaming!

Nazara’s 5 Bold Investments: INR 196 Crores to Transform...

Nazara Technologies Limited (BSE: 543280 | NSE: NAZARA), India’s only publicly listed diversified gaming and sports media...

LATEST NEWS

AMD’s Medusa Point APUs May Stick with RDNA 3.X Instead of RDNA 4 or 5

AMD’s next-gen Medusa Point APUs, set to feature the powerful Zen 6 architecture, might not be upgrading to RDNA 4 or RDNA 5 for...

HMD Unveils Fusion X1: A Safe Smartphone with Parental Controls

HMD Fusion X1: As digital safety concerns continue to rise, HMD Global has introduced a new smartphone tailored for children: the HMD Fusion X1....

Infinix Elevates AI Game with DeepSeek-R1 Integration

Infinix is taking a bold step into the future of artificial intelligence by integrating DeepSeek-R1, an advanced reasoning model, across its smartphone lineup. This...

Free Fire OB48: Revolutionizing Mobile Battle Royale in 2025

In the dynamic world of mobile battle royale, few updates generate as much excitement as Free Fire’s OB48 release. This isn’t just another patch...

Featured