Why are more brands and agencies giving gaming a bigger seat at the table, and why might the next wave of premium advertising just be inside your favorite game?
These are the questions Itamar Benedy, CEO and co-founder of Anzu, and host Peggy Anne Salz explore in a conversation recorded live at POSSIBLE in the Podcast Corner that zero in on how in-game advertising has reached a true tipping point.Anzu’s approach, known as intrinsic in-game advertising, blends branded content seamlessly into gameplay. Think billboards in Call of Duty, team jerseys in sports titles or posters on in-game walls. The result is a more realistic environment for players and a new revenue stream for publishers who have never accepted ads before. “We’re giving brands incremental reach into audiences who don’t watch cable or scroll social,” Itamar explains, “and we’re doing it in a way that feels native to the game.”
With campaigns now running across multiple cross-platform premium titles, Anzu is showing how to make ads part of the culture, not an interruption. And when the gaming community embraces an activation, it sparks conversations on Reddit, TikTok and Twitch that far outlast the in-game moment.