Stagwell and in-game ad platform Anzu announced at the Cannes ad festival today a strategic partnership under which the partners will collaborate on new formats for bespoke in-game experiences for brands.     

According to Stagwell there are over 3.3 billion gamers worldwide. The Anzu platform enables advertisers to reach gamers across mobile, PC, console and gaming metaverses with IAB-compliant ad formats that become part of the gameplay.   

Backed by Sony Innovation Fund, Emmis, NBCUniversal, and other investors, Anzu has brought measurement standards in-game and run campaigns for brands such as Samsung, PepsiCo, and P&G.    

Stagwell has created gaming activations and marketing for brands like Blizzard Entertainment among others and has also created a shared augmented reality platform called ARound, which is being utilized by pro baseball, football and basketball teams.      

Stagwell’s clients will leverage Anzu’s platform for executing, measuring, and optimizing programmatic in-game ads. And Stagwell agencies – beginning with its digital transformation network Code and Theory – will collaborate with Anzu to develop new ad formats, content innovation, and dynamic activations.   

Pictured above: The Anzu in-game ad platform.