In-game advertising outfit Anzu has announced that it secured $20 million from its most recent investment round, bringing the total money it raised since 2017 to $37 million.
NBCUniversal and HTC participated in the round for the first time, which saw participation from previous investors Bitkraft Ventures, HBSE Ventures, Sony Innovation Fund, Alumni Ventures Group, Goal Ventures, The Chicago Cubs, and WPP. Additionally, Marc Merrill, Riot Games co-founder and co-chairman, also took part in the round as an angel investor.
In February 2021, Anzu closed a $9 million funding round led by Bitkraft Ventures and HBSE Ventures. The investment allowed Anzu to become the first platform of its kind to bring in-game advertising to Roblox, earning endorsements from Unity.
“Everyone is talking about the impending metaverse, and we are starting to see it emerge from several different angles,” said Anzu CEO and co-founder Itamar Benedy. “However, if you want to see it in action right now, you just need to look to today’s most popular gaming platforms, which are hosting virtual concerts and film screenings. This funding will further expand our in-game advertising solution, helping even more advertisers understand where their brand fits in, and how they navigate these immersive, digitally-connected spaces.”
Anzu will use the funds from the latest funding round to scale up its in-game advertising services, allowing brands to create better “immersive, digitally-connected environments.”
NBCUniversal president and CBO Krishan Bhatia also commented on the investment. “Anzu understands the importance of integrated advertising, and by working directly with video game publishers, NBCUniversal can help marketers create engaging content that enhances the gamers’ world,” said Bhatia.
HTC VP of content and platform Joseph Lin said: “We are excited to assist in bringing this new dimension to digital marketing services, providing safe and private user experiences while enabling brands and developers to bring more creativities and new monetization models in the metaverse.”
Recently, another in-game advertising platform Gadsme announced that it raised $8 million in seed funding just 11 months after its launch. The company said it aims to use the investment to expand its workforce, business operations, and in-game advertising efforts.
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