Veritas Entertainment, a company that develops physical esports and gaming venues across the globe named LVL, and Anzu.io, the world’s leading in-game advertising platform, have announced a new partnership. Together, the two companies, both innovators in the bustling gaming and esports industries, will team up to offer advertisers unprecedented opportunities to connect with hyper-engaged audiences in games, in esports tournaments, and in live streams. Meanwhile, the gamers will benefit from the enhanced user interface experience provided by hyper-realistic ads.
The first of several planned global venues by Veritas Entertainment is LVL Berlin, a 2500m² entertainment temple for gaming, esports, and youth culture. The impressive space includes a state-of-the-art production studio, event stage, huge LAN area, cinema room, lounge, full gastronomy, training rooms, and more. As a production company, Veritas works with brands and publishers to produce esports tournaments and create new formats that push the limits of esports.
Anzu.io, partner of world-reaching game studios such as Ubisoft, Vivid Games, Toplitz, APB Reloaded, and InGame Group, empowers advertisers to connect directly with gaming audiences through blended ad placements that become a native part of the gameplay. Recently announced as winner of The Clutch Digital 2020, a startup pitching initiative which provides a platform for the most promising esports ventures, Anzu technology is fast becoming a favorite across industries. In recent months, Anzu-powered in-game campaigns featuring top brands such as Vodafone and Samsung have gone live. Anzu brings a full suite of trusted AdTech solutions to the table, including the first-ever in-game ad verification solution in partnership with cybersecurity firm CHEQ, brand lift measurement in partnership with Nielsen Connectivity, and fraud detection in partnership with Forensiq, among others. The first and only in-game advertising company to attain the coveted ISO 270001 security certification, Anzu provides a combination of technologies that give advertisers the confidence to move into the in-game space.
Veritas Entertainment will partner with Anzu to enhance the production of their esports broadcasts and offer a new level of brand integration for clients worldwide. Brands, who are constantly looking for ways to enhance their multi-touchpoint campaigns and unite their online and offline advertising, are already expressing interest in the partnership. The gamer community will also benefit from an influx of funds allocated towards the games and a more realistic gaming experience with Anzu ads. Additionally, games will enjoy a next-level experience with physical tournaments and meetups, serving to unite their gaming community through offline events. This new collaboration will include a list of exciting first global brand collaborations for major tournaments in an unnamed popular game later this year.
Thomas Fellger, investor and strategic advisor at Anzu and Veritas Entertainment’s founder, CEO and investor, commented, “As an investor, it’s great to see how two powerhouses join forces, activate synergies, and work passionately to create something unique together. I can’t wait to see the first results in the upcoming weeks and months.”
Of the partnership, Dorian Gorr, Managing Director and CMO at Veritas Entertainment, said, “We’re thrilled to work together with Anzu to push the limits of what brand integration looks like in esports. In collaboration with Itamar Benedy and his team, we will help companies that want to enter the esports space to position their products and messages in completely new ways that are more immersive than ever before. We’ve been following the progress of Anzu over the past year and are nothing but impressed by their vision, which fits perfectly to the LVL brand.”
Itamar Benedy, co-founder and CEO of Anzu added, “Anzu is always looking to push the limits of what was considered possible–and this new partnership with LVL is the perfect example of just that! We’re thrilled to collaborate with a true innovator that creates real-life, interactive video games and esports experiences for eager fans while still taking full advantage of the digital nature of the medium through their live streams and tournaments. We look forward to what will surely be the first step in a global phenomenon, starting right here in Berlin!”
Dorian Gorr – Managing Director at Veritas Entertainment (left), Henrik Menz – Brand & Agency Sales Director of Anzu.io (middle), Itamar Benedy – Co-founder & CEO of Anzu.io (right)