Anzu.io and Dutch Game Publisher Lion Castle Form Exclusive Partnership to Bring Immersive Ads Inside Three Premium Console Gaming Titles

Anzu, the world’s leading in-game advertising solution, and premier Dutch game publisher Lion Castle have announced a new exclusive partnership. Three premium Lion Castle titles, including Slide Stars, Speed 3: Grand Prix, and Taxi Mayhem will now feature ultra-realistic in-game video and banner ads from global advertisers on game consoles. The blended, natural, and highly viewable ads will provide valuable visibility to world-class brands while at the same time bringing a new, non-disruptive revenue stream to Lion Castle.

Slide Stars, an all-new waterpark racer, invites gamers to experience a virtual “cooling off” in the water with some of the world’s biggest international social stars as playable characters, providing countless ways for brands to connect with their audiences inside the game. The two other games in the partnership, Speed 3: Grand Prix, an upcoming circuit racer, and Taxi Mayhem, a new take on the classic genre of taxi driver games, provide ideal environments for brand ad placements as drivers scan the roadside naturally throughout their driving sessions, looking for signs, updates, and obstructive objects. Lion Castle always strives to work together with the world’s largest brands, partners, and talents to create the best gaming experiences. Their previous title, Super Street: The Game, featured 70+ of the biggest brands in the automotive industry, including Motor Trend Group, Falken, Brembo, and Speed Society.

Anzu empowers its gaming partners, which include Toplitz, Vivid Games, and APB Reloaded, with the ability to earn significant revenues from in-game advertising. A member of the Xbox Tools and Middleware Program, Anzu, who operates across platforms and devices, is the only in-game advertising company licensed to provide services for Xbox game developers. Recently, Anzu became the first in-game advertising platform ever to receive ISO 27001 certification, which demonstrates that gamers’ data will be handled in accordance with the highest security standards.

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“We are very excited about this new partnership with Anzu. We have always embraced opportunities to integrate real-life authentic brands into our games to improve the overall experience. Anzu’s technology makes it possible for us to take the next step in this and connect with our gaming audiences in a new way”, said Ronnie Nelis, CEO of Lion Castle.

“We’re honored to partner with a game publisher as iconic as Lion Castle to enhance the gaming experience while bringing new opportunities for monetization. Additionally, our global network of advertisers will benefit significantly from access to Lion Castle’s dedicated audiences. This partnership represents another step towards the unification of two industries – gaming and advertising – and speaks to the power of virtual worlds and the unbelievable experiences we can create for brands and gamers,” said Itamar Benedy, co-founder and CEO of Anzu.