NEW
YORK and CANNES,
France, June 17, 2024 /PRNewswire/ --
Stagwell (NASDAQ: STGW), the challenger network built to transform
marketing, and Anzu, the world's most advanced intrinsic in-game
advertising platform, today announced a strategic partnership
designed to help brands capitalize on the fast-growing gaming
market. Stagwell and Anzu will collaborate to innovate new formats
for bespoke in-game experiences for brands and bring Anzu's
cutting-edge in-game advertising solution to more companies
worldwide.
Stagwell and Anzu will collaborate to
innovate new formats for bespoke in-game experiences for
brands.
As of 2024, there are over 3.3 billion gamers worldwide. Anzu
enables advertisers to reach those gamers across mobile, PC,
console and gaming metaverses with non-disruptive IAB-compliant ad
formats that become part of the gameplay, appearing in locations
where you would expect to see ads in the real world, like around
sports stadiums, alongside racetracks, and on the sides of
buildings. Backed by Sony Innovation Fund, Emmis, NBCUniversal, and
other prominent investors, Anzu has brought measurement standards
in-game and run award-winning campaigns for some of the world's
leading brands, such as Samsung, PepsiCo, and P&G.
The Stagwell network is on the forefront of immersive
experiences, leading award-winning gaming activations and marketing
for brands such as Blizzard Entertainment, MilkPep, Wells
Enterprises, and more. Through its investments in technology,
Stagwell has also created a first-of-its kind shared augmented
reality platform, ARound, in use across three of America's biggest
professional sporting leagues.
This partnership will elevate both companies' offerings in
immersive gaming experiences. Stagwell's clients will leverage
Anzu's platform for executing, measuring, and optimizing
programmatic intrinsic in-game ads. Further, the Stagwell network
of 70+ agencies worldwide – beginning with its digital
transformation network Code and Theory – will collaborate with Anzu
to develop new ad formats, content innovation, and dynamic
activations.
"Consumers are clear: they crave immersive experiences over
traditional ads and reward brands that activate authentically in
gaming worlds. By combining Stagwell's creative and digital prowess
with Anzu's cutting-edge tech, we are well positioned to transform
how brands engage with this ever-expanding gaming audience," said
Mark Penn, Chairman and CEO,
Stagwell.
"Gaming, with its vast scale, attention-rich environments, and
brand-safe 3D worlds, has all the ingredients to become a
multi-billion-dollar ad medium," said Itamar Benedy, Co-Founder and
CEO of Anzu. "The collaboration with the Stagwell worldwide network
and the creative minds at Code and Theory, combined with our unique
technology, represents a significant leap forward for in-game
advertising. This partnership will elevate the creative approach to
advertising within games and push the boundaries of what's possible
in this medium."
"At Code and Theory, we believe the future of brand engagement
lies within the realms of immersive experiences. Our partnership
with Anzu signifies a pivotal moment where creativity and
technology converge to redefine in-game advertising. Together,
we're not just placing ads; we're crafting seamless, authentic
moments that resonate deeply with the gaming community, turning
interactions into unforgettable experiences," said Craig Elimeliah,
Chief Creative Officer at Code and Theory.
Anzu joins a growing list of Stagwell's unique technology
partners, including Nexxen, MNTN, Google Cloud, and more, all
dedicated to helping clients drive transformational outcomes with
brand performance thinking.
About Anzu
Anzu is the most advanced intrinsic in-game ad solution for
mobile, PC, console, and the metaverse. 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, and partnerships with trusted AdTech
vendors make Anzu the preferred in-game advertising partner.
Learn more.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network built
to transform marketing. We deliver scaled creative performance for
the world's most ambitious brands, connecting culture-moving
creativity with leading-edge technology to harmonize the art and
science of marketing. Led by entrepreneurs, our 13,000+ specialists
in 34+ countries are unified under a single purpose: to drive
effectiveness and improve business results for their clients. Join
us at www.stagwellglobal.com
Contacts:
Stagwell
Brandon Dixon
pr@stagwellglobal.com
Anzu
Natalia Vasilyeva
marketing@anzu.io
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SOURCE Stagwell Inc.