Ubisoft’s in-game ads deal with Anzu gets a power-up

Big-name clients and developers are reaping the rewards of non-intrusive gaming ads. A 176 percent increase in brand awareness takes this partnership to the next level. 

Global in-game advertising company Anzu has extended its partnership with global video gaming giant Ubisoft. The move follows a deal between the two companies to bring dynamic ads to PC racing title Trackmania and sandbox MMO Growtopia.

Last year, Ubisoft’s Trackmania implemented Anzu’s in-game ads, which blend into the gaming environment, appearing on 3D objects like roadside billboards and banners. 

Since then, Anzu has brought several big-name brands into the hit racing title, including Samsung, Microsoft, American Eagle, and Vodafone, whose campaign achieved astounding results, including a 176 percent lift in campaign awareness and a 20 percent lift in brand consideration.

Popular with both advertisers and players alike, realistic in-game advertising is becoming an increasingly popular option for brands to further their reach in the virtual realm.

Itamar Benedy Anzu’s CEO says: “[Ubisoft] were one of the first big studios to work with us on our PC offering after identifying an opportunity to offer Trackmania fans a popular title, with in-game ads that not only compliment the gameplay but make it more realistic. We’re thrilled about extending our partnership, and we look forward to bringing our blended in-game ads to more of Ubisoft’s premium titles”.

Driving for success

The collaboration premiered as part of the DIGI1 by Gamevention online gaming convention. During a 30-minute live stream, four popular streamers participated in the first-ever worldwide multiplayer streaming session of the yet-to-be-released, new version of Trackmania, complete with the blended in-game Vodafone banner ads powered by Anzu technology.

Ubisoft helped show the world what in-game advertising within a popular PC title looks like and what benefits it presents to both game studios and advertisers. The ads were also received exceptionally well by many of Trackmania’s top players.