Entravision, based in Santa Monica, California, has entered a collaboration with Anzu to tap into Latin America’s in-game advertising market.
“We are thrilled to embark upon this partnership to take in-game advertising in Latin America to another level. Anzu's proposal is not only revolutionary, but it is also the future of our industry, and we want our clients to be at the forefront of innovation when it comes to advertising,” general director Audio & Mobile for Entravision’s Cisneros Interactive unit, Gonzalo Borras, said in a press release.
Under the terms of the agreement, Entravision will operate 18 Latin American markets through its business unit, Entravision-Cisneros Interactive, to strengthen Anzu’s in-game advertising solutions for advertisers, developers and game users.
According to a press release, the collaboration will help clients in the region become more aware of the potential of the gaming market and the effectiveness of “unique campaigns via non-intrusive in-game ad placements that enhance gameplay and bring a sense of realism.”
“Gaming generates twice the revenue of the film and music industries combined, making it the fastest growing form of entertainment with 3.4 billion players worldwide. Anzu changes the rules of the game for advertisers, creating an ecosystem where advertising can thrive,” Borras said.
Since its establishment in 2017, Anzu has garnered a client portfolio of renowned companies, including American Eagle, Samsung, Vodafone and PepsiCo. According to a related press release, the Israeli company’s cross-platform is compatible with mobile, PC, consoles and Roblox, from developers Ubiso ft, Saber Interactive and Amanotes, among various others.
“Latin America is one of the world’s fastest-growing gaming regions, with the highest player growth from 2015 to 2024. Our partnership with Entravision means advertisers in the region can now reach this growing audience via non-disruptive in-game advertising. Our patented, adaptive technology, first-to-market in-game ad viewability measurement with Oracle Moat and full suite of third party integrations with AdTech vendors also mean they will also be able to effectively measure the impact of their in-game ad campaigns and compare them against other digital channels,” head of partnerships, Emerging Markets at Anz, Stephanie Lublinski, said in a press release.