Amex Ventures invests in in-game ads firm Anzu
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In-game ads solution Anzu has secured an undisclosed amount of funding from Amex Ventures.
Amex Ventures is a new investor in Anzu, joining the likes of PayPal Ventures, WPP, Emmis Corporation, NBCUniversal and more. The venture typically works with startups looking to grow their customer base or implement products at scale.
Anzu declined to comment on the value of the investment.
Expansion plans
The company said its tech aims to improve scalability and measurability in the ads space across mobile, console and PC.
With its latest funding, Anzu hopes to push forward in its mission to turn intrinsic in-game advertising into a key marketing channel.
“This new funding lets us accelerate our mission, scale faster in our key segments and continually push the boundaries for truly premium ad experiences,” said Anzu co-founder and CEO Itamar Benedy.
“Welcoming Amex Ventures as an investor strengthens an investor family that already spans key pillars of the advertising universe: leading advertising groups, world‑class brands, media and entertainment leaders, gaming pioneers and financial powerhouses.”
Amex Ventures managing director Margaret Lim commented: “Gaming is now mainstream, and brands are awakening to the opportunity. Anzu is leading the way in unlocking advertising opportunities in premium games and has established partnerships with top gaming and advertising companies to make the process more seamless, and we are excited to back them.”
This latest funding has followed shortly after the start of a new strategic partnership between Anzu and Claritas, which aims to offer attribution and measurement metrics for brands and clearer visibility into the impact of their ad campaigns.
