Anzu, a Tel-Aviv, Israel-based in-game advertising platform, raised $6.5m in Series A funding.
The round was led by Bitkraft Esports Ventures, with participation from WPP and Axel Springer Digital Ventures.
The company intends to use the funds to expand market offerings specifically targeting Triple AAA game franchises on PC and consoles and strengthen its presence in European and North American markets by scaling business development efforts in the regions.
Led by Itamar Benedy, Co-founder and CEO, Anzu.io is an in-game advertising platform that brings real-world brand ads to video gaming and esports. The system integrates non-intrusive ads into the gameplay, without disrupting the user experience, to empower top-tier game developers to partner with Fortune 500 brands to directly reach the audience in-game and to keep monetizing the same user in different ways.
Recently, the company launched an ad-verification solution, enabling brands to pay only for viewable ads but also to make sure the ads are displayed in a brand-safe and fraud-free environment.