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Anzu and Zynga’s Socialpoint division have teamed up to bring “intrinsic” game announcements to the popular mobile and PC game Dragon City.
Advertisers will be able to reach hundreds of thousands of players involved in Dragon City with intrinsic ads, or non-disruptive ads, thanks to the new partnership of Anzu and Socialpoint. It might be a small deal, but it’s potentially interesting as Socialpoint is now part of Zynga, which Take-Two Interactive bought for $ 12.7 billion.
The partnership will see Anzu’s inherent non-intrusive in-game advertising placements integrated
Dragon City, a city building and strategy game. Ads will be displayed on 3D objects during gameplay to preserve the user experience while improving the gameplay.
Advertisers working with Anzu can run their display and video ads within the iOS, Android and PC versions of Dragon City to reach hundreds of thousands of highly engaged gamers globally.
Dragon City is home to more than 1,600 dragons for players to collect, each crafted with their own personality, skill and rarity. Players can breed, grow, and level up their dragons as they send them to compete in massive online battles.
The game was recently unveiled as AMC Networks brought The Walking Dead experiences into
game. Anzu now allows advertisers to reach Dragon City players in all geographies, with a
special focus on the United States, United Kingdom, Germany, France, Canada and Australia.
“Dragon City is a renowned title with rich and engaging content that keeps players coming back
every day and Anzu’s ad placements allow advertisers to tap into this diverse and highly engaged audience in a non-intrusive way, “said Lev Kommisarchik, Anzu’s vice president of mobile games and publisher services, in a statement. . “The game has a huge following and it’s been great working with Socialpoint to help them establish their in-game ad monetization strategy, which benefits them.
studio, players and advertisers.
Advertisers working with Anzu can use its tech and gaming inventory that spans mobile, PC and console, and can access its partnerships with third-party vendors such as IAS and Oracle Moat, providing advertisers with visibility verification of third parties and in-view metrics when running in-game ads, directly or programmatically.
Anzu also worked closely with IAB, MRC and other industry experts on the newly published intrinsic
in-game advertising guidelines to help bring greater standardization to in-game advertising.
Noemie Kerlidou, Socialpoint Senior Product Ad Monetization Manager, added: “We are very excited to see how Anzu’s breakthrough technology will help us create a new revenue stream. We look forward to welcoming some of the world’s biggest brands to Dragon City, further enhancing the gaming experience for our players around the world. “
Socialpoint has released eight games that have had more than 700 million downloads.
Backed by WPP, Sony Innovation Fund, NBCUniversal, HTC, Bitkraft and other major investors, Anzu raised $ 37 million to improve advertising in games. Best for brands, best for game developers, and best for gamers.
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