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Anzu and Zynga’s Socialpoint division have partnered to bring “in-game” ads to the popular Dragon City game for mobile and PC.
Advertisers will be able to reach hundreds of thousands of engaged players in Dragon City with intrinsic ads or non-disruptive ads, thanks to the new Anzu and Socialpoint partnership. It may be a small deal, but it’s potentially interesting since Socialpoint is now part of Zynga, which Take-Two Interactive bought for $12.7 billion.
The partnership will see Anzu’s non-intrusive in-game intrinsic ad placements integrated into
Dragon City, a strategy and city building game. Ads will appear on 3D objects throughout the game to preserve user experience and enhance 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 around the world.
Dragon City is home to over 1,600 dragons for players to collect, each designed with its own personality, ability, and rarity. Players can breed, grow and level up their dragons as they send them out to compete in huge online battles.
The game was recently introduced when AMC Networks brought The Walking Dead experiences to the
play. Anzu now allows advertisers to reach Dragon City players in all geographies, with a
special focus on US, UK, 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 reach this diverse and highly engaged audience in a non-intrusive way,” Lev Kommisarchik, vice president of mobile gaming and publisher services at Anzu, said in a statement. “The game has a huge following and it has been great working with Socialpoint to help them set up their in-game ad monetization strategy which benefits their customers.
studio, players and advertisers”.
Advertisers working with Anzu can use its technology and gaming inventory that spans across mobile, PC and consoles, and can access its partnerships with third-party vendors such as IAS and Oracle Moat, providing advertisers with visibility verification of third parties and metrics in view. when ads are run in the game, either directly or programmatically.
Anzu also worked closely with the IAB, MRC and other industry experts on the recently published intrinsic analysis.
in-game advertising guidelines to help achieve further standardization of in-game advertising.
Noemie Kerlidou, Senior Product Ads Monetization Manager at Socialpoint, added: “We are very excited to see how Anzu’s revolutionary technology will help us create a new revenue stream. We also 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 leading investors, Anzu has raised $37 million to improve advertising in games. Better for brands, better for game developers, and better for gamers.
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