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World Cricket Championship inks exclusive deal with Israel-based in-game ad solution provider Anzu to bring new-age blended ad technology
Nazara’s subsidiary, Next Wave Multimedia Pvt. Ltd., exclusively partners with Israel-based Anzu with the aim to bring advancement in blended in-game advertising for the second edition of their award-winning World Cricket Championship (WCC) franchise. The game will look to leverage Anzu’s blended in-game ad technology, bringing more opportunities for brands and advertisers in the Indian ecosystem.
Being a leader in this space, Anzu will now bring to WCC2 ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen, in addition to native ad placements with blended in-game banner ads across the game on Android and iOS devices.
The native advertising format that this collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.
On the exclusive partnership, Next Wave Multimedia co-founder and CEO P.R. Rajendran says, “We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience.”
Anzu’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realise that in-game ads can help them connect with a once elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”
The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Now that Anzu has inked a deal with AdColony’s APAC division, advertisers across the region will have even more access to gamers. Amit Rathi, AdColony’s Country Manager for India, noted, “Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences.”
Overall, WCC apps have garnered more than 140 million installs across devices. Earlier in 2020, WCC MAUs and Daily Active Users (“DAU”) hit a peak of 15 million and 3.5 million respectively (Next Wave Multimedia), gaining from the lockdown-induced surge in mobile gaming. WCC2 alone counts more than 50 million downloads on Google Play Store. The user engagement for the WCC games has increased considerably, evidenced by the fact that the average daily user engagement time for WCC2 was 45 minutes but this has increased to 55 minutes for the WCC3 title.
To help align in-game advertising with other media channels, Anzu has formed several strategic partnerships, including one with WPP to introduce in-game advertising standards. Through its affiliations with leading AdTech vendors, Anzu supplies in-depth measurements for campaign effectiveness and ad verification. It is these types of technologies that give big-name advertisers such as Vodafone, Samsung, and 7-Eleven the confidence they need to shift more of their budgets to in-game ads and game developers including Ubisoft, Toplitz Productions, and APB Reloaded the security to integrate ads into their games.
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EveryMatrix has extended its partnership with Betsson Group, giving the global operator’s brands access to its full content library across a range of licensed markets.
The first phase of the new agreement sees Betsson Group launch exclusive in-house content from Fantasma Games, following the successful integration with EveryMatrix’s platform.
Ahead of the second phase of the partnership, EveryMatrix and Betsson Group are reviewing several high-performing third-party studios, with the aim of further strengthening the operator’s casino offering across additional licensed markets.
The agreement builds on EveryMatrix’s recent go-live with Betsson Africa in Cameroon, where the technology provider delivered a full turnkey casino and sports integration, including front-end development, player account management, payments and affiliate management.
EveryMatrix Casino has the world’s largest casino aggregation platform, offering more than 45,000 games from 180 vendors and 355 game studios.
Mark Hothersall, Head of Business Development, EveryMatrix Casino, said: “Our initial launch with Betsson in Cameroon was another strong showcase of our ability to support tier-1 operators with scalable, regulated technology.
“Extending this partnership through the launch of Fantasma Games shows the value of our relationship and the value our casino portfolio can bring across multiple brands in regulated markets.”
Karl Shranz, Director of Gaming, Betsson Group, said: “Following the successful launch with EveryMatrix in Cameroon, we saw a clear opportunity to explore further areas of collaboration, with content being a natural next step.
“EveryMatrix offers a strong portfolio, quality titles, and the operational standards required to support our brands across regulated markets.”
The post EveryMatrix extends Betsson Group partnership with Fantasma Games launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
PlaylogiQ will roll out BGaming’s 250+ game catalogue to operators in Nigeria, Kenya, South Africa and Ghana, plus other emerging markets.
BGaming has partnered with African platform provider PlaylogiQ to distribute its iGaming content across the continent via PlaylogiQ’s casino and sportsbook platforms.
Under the deal, PlaylogiQ clients will get access to BGaming’s full portfolio of more than 250 titles, spanning the supplier’s #Casual, #Entertainment, and #Classic ranges. The companies said the rollout will include games such as Burning Chilli X, Fruit Million, and Aviamasters
.
PlaylogiQ provides white-label and turnkey platform solutions for sportsbook and casino operators. The company said it serves operators in Nigeria, Kenya, South Africa, and Ghana, and also works in emerging markets in Latin America and beyond.
Marina Ostrovtsova, CEO at BGaming, said, “The potential of the African market is huge, and we are proud to be able to continue to make our mark on the continent.
PlaylogiQ is one of Africa’s most respected platform providers, and its brands have played a significant role in the growth of the continent’s iGaming industry. They are committed to providing their operators with the highest-quality gaming experiences on the market, and we are excited to have secured this partnership and to begin working together.”
Margherita Giudetti, COO at PlaylogiQ, said, “Africa continues to be one of the most dynamic regions in the global iGaming industry, with player expectations evolving rapidly across different markets. Our partnership with BGaming allows us to further strengthen the content offering available to operators on the Playlogiq platform, combining high-performing games with the localized experiences that players increasingly expect.
We look forward to working closely with the BGaming team and supporting the continued growth of our operator network across Africa and other emerging markets.”
The post BGaming signs PlaylogiQ distribution deal to grow Africa reach appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
New branded live environment features customised tables, decor and uniforms built specifically for Stake.
Stake and live casino provider ICONIC21 have launched an 18-table dedicated live casino studio built specifically for Stake, under a new partnership agreement.
According to the companies, the studio is customised to reflect Stake’s brand across the environment, including custom table felts, bespoke decor and personalised dealer uniforms.
ICONIC21 positioned the build as part of a broader push into dedicated studio environments for major operators, arguing that branded tables and sets can provide a more consistent identity than shared live casino tables.
The supplier also said the Stake rollout highlights its operating model, describing a “lean, focused team” designed to move quickly on bespoke studio projects. The companies did not disclose financial terms, launch location, or which live casino games are included across the 18 tables.
The post Stake and ICONIC21 launch 18-table dedicated live casino studio appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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