ELEAGUE and in-game advertising platform Anzu.io today announced a unique partnership that will elevate advertising in gaming and esports. Anzu has been redefining digital advertising by seamlessly integrating non-immersive ads into gameplay and introducing real-time data and programmatic to the world of gaming. By marrying the business and technology synergies between each brand, Anzu brings a new format of brand advertising to ELEAGUE across linear, mobile, and console gaming that will reach its more than 50 million fans* across these platforms and offer new opportunities for marketers.
“ELEAGUE and Anzu’s partnership is a significant milestone in evolving esports advertising innovation. We are consistently developing new avenues to advance esports advertising and introduce partners to this passionate community. Anzu opens the door for another level of advertising impact combined with personalized content discovery,” said Seth Ladetsky, senior vice president of ad sales for Turner Sports.
Through this partnership, Anzu.io will open its global advertising inventory to ELEAGUE, allowing the esports brand’s sponsors to incorporate various types of advertisements in standard IAB formats, including logos and videos, within Anzu’s wide range of supported games. With Anzu’s advanced targeting capabilities, including demographic and hyper-location, combined with the first ad-verification solution launched with Cheq, ELEAGUE advertisers are empowered to spend confidently in-game. The increased exposure will also give renewed ad revenue opportunities to game developers who can benefit from ELEAGUE’s audience, by monetizing the games played during tournaments through precise targeting options.
“A strong partner like ELEAGUE with its portfolio, along with Anzu’s innovative tech, can be a game changer for the industry. Our dynamic partnership will also help ELEAGUE attract advertisers who will benefit from improved brand safety and increased analytics to stay ahead in the fast-paced advertising space,” said Itamar Benedy, Co-Founder and CEO of Anzu.
*Source: comScore Media Metrix; Multi-Platform data; Audience Duplication Report. October 2019.
ELEAGUE is a premium esports content and live tournament brand that has aligned with some of the most popular titles in the business through its first three years: Counter-Strike: Global Offensive – including the hosting of two CS:GO Major Championships – Overwatch®, Call of Duty: Black Ops 4, Street Fighter® V: Arcade Edition, Dota 2, EA SPORTS FIFA 19, NBA 2K Playgrounds 2, Injustice 2, Rocket League, TEKKEN® 7, Gears 5, Super Smash Bros. Ultimate, Super Mario Maker 2, Splatoon 2, Magic: The Gathering Arena and Formula E. With a focus on innovative production capabilities, storytelling and exploring compelling narratives surrounding star teams and players, ELEAGUE has generated record levels of engagement with its content and positive reaction throughout the esports community since its launch in 2016.
Anzu.io is an in-game advertising platform that brings real-world brand ads to video gaming and esports. Backed by BITKRAFT Esports Ventures, WPP and Axel Springer Digital Ventures, Anzu redefines digital advertising through seamless integration of non-intrusive ads into the gameplay. Bringing real-time data and programmatic to the video gaming world, the platform promises native advertising, brand safety and ad viewability. For more information visit www.anzu.io.