A new partnership between leading gaming company Netmarble EMEA and Anzu.io, the world’s most advanced in-game advertising platform, will bring blended in-game ads into Wolfteam, the massively multiplayer online first-person shooter (MMOFPS) PC game on Jupiter engine that is topping the charts in Turkey. The popular, high-octane Wolfteam, in which up to 16 players can transform from human to werewolf as they battle for supremacy, is ripe for targeted real-world ads, giving advertisers the opportunity to access coveted audiences in Turkey.
Wolfteam will employ Anzu’s platform to blend dynamic, personalized banner and video ads directly into the gameplay. These blended ads respect the gamer by not interrupting gameplay, making them a welcome ad format to gamers, who are more open to advertising than ever before. Anzu provides in-depth measurement of campaign effectiveness, including viewability and brand lift, as well as audience verification, data enrichment, and fraud detection through its partnership with third-party vendors such as Moat by Oracle, Nielsen, Kantar, Comscore, and Digiseg. This allows advertisers to deliver scalable brand awareness campaigns to hard-to-reach audiences in a brand-safe environment.
In addition, along with advertising giant WPP, Anzu is bringing widely-accepted digital standards to in-game advertising, helping to build advertiser confidence in the value of this channel by using the technologies they trust. Anzu’s clients include major global brands such as Vodafone, Samsung, PepsiCo, McDonald’s, and American Eagle.
Cem Kone, Division Director at Netmarble EMEA, says: “I think Anzu is a great platform to monetize our game. The fact that Anzu’s ads do not interrupt the gameplay for our players is very important, as it is crucial for us to make sure our players enjoy the game. We are so glad to be partnering with Anzu.”
The Turkish gaming market is significant. According to Statista, it is projected to reach $642 million in revenues by the end of this year. Even before the tremendous global boost that gaming saw as a result of COVID, there were over 32 million gamers in Turkey, representing a colossal, largely untapped opportunity for advertisers. Advertisers can establish their position in Turkey by bringing value to the local gaming community with blended in-game ads that make gameplay even more interesting and immersive. Anzu already has a strong presence in Turkey with such strategic partners as Adform and aMVG.
“We are thrilled to be expanding our presence in Turkey, a rapidly growing and extremely promising gaming market,” says Anzu’s VP of Sales Alex Yerukhimovich. “Our new partnership with Netmarble EMEA in their immensely popular title Wolfteam will allow advertisers to reach Turkish gamers in a way that respects their gaming experience and makes the game they like more realistic."
About Netmarble EMEA
Netmarble EMEA is the leading gaming company of Turkey, Middle East and Africa regions with more than 50 million registered players. Netmarble EMEA has been publishing hyper-casual 2.0 games in cooperation with the best indie developer studios in Turkey and the MENA region, in addition to PC games like Wolfteam and Hounds. It also provides QA, marketing, localization, public relations and IT services for successful games like Marvel Future Fight, Seven Knights and Lineage 2 Revolution. Netmarble EMEA supports the development of the gaming culture in the region by offering top tier fun and socialization opportunities with one of the most trafficking gaming portals in the region, www.joygame.com.
About Anzu
Anzu is the world’s most advanced in-game advertising solution. Operating across mobile, PC, and console platforms, Anzu blends real-world brand ads directly into video games, esports tournaments, and live streams. The only solution of its kind to bring real-time analytics and existing digital industry standards in-game, Anzu’s patented, adaptive technology features blended, yet highly viewable IAB-compliant ad formats. Anzu’s full suite of one-of-a-kind AdTech integrations includes ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection. Global partners include advertisers such as Pepsi and Samsung, game studios such as Ubisoft and Nacon, and AdTech vendors such as Moat, Comscore, Kantar, and Nielsen.
Anzu has raised $17 million to date from investors including WPP, Sony Innovation Fund, BITKRAFT Ventures, and HBSE Ventures. Learn more at https://www.anzu.io/.