NEW DELHI: In-game advertising platform Anzu has forayed into the booming Indian mobile gaming landscape, exclusively represented in APAC by AdColony. 

The platform’s India launch is in partnership with cricket mobile-gaming app WCC2. With Anzu, brands can access in-game inventory and target gamers in India programmatically. It offers marketers brand safety along with viewability and recall. Anzu has integrated partnerships with ad-tech vendors like Nielsen, Moat, Comscore and Kantar through which it can provide brands ad viewability, brand lift measurement, audience verification, data enrichment and fraud detection.

AdColony South Asia country manager Amit Rathi said, “At AdColony, our mission is to connect brands with consumers across the full spectrum of gaming and e-sports, ranging from hyper-casual mobile gamers and streamers, to console gamers and esports fans. This exclusive deal with Anzu will give more brands the confidence to engage with gamers in India, and connect their media strategy across the entire range of gaming environments.”

Anzu CEO and co-founder Itamar Benedy said, “We’re thrilled to partner with AdColony and launch our offerings in the Indian market. In the sub-continent, brands are recognising that gaming is no longer a demographic or even a channel, but a cultural layer that sits across how we socialise, play and engage with brands. Ambitious brands that have an appetite for creating groundbreaking campaigns will now be able to connect with a wider audience and deliver powerful, impactful creatives through this partnership. We’re excited to see this transform the way brands and consumers interact.”

Next Wave Multimedia co-founder and CEO P.R. Rajendran said, “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.”