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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

Published

5 years ago

February 8, 2021

Reading Time: 2 minutes

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.

Africa

QTech Games wins Leader in Online Casino at SBEA+ Eventus Awards 2026

Published

55 minutes ago

April 24, 2026

Wladimir P.

qtech-games-wins-leader-in-online-casino-at-sbea+-eventus-awards-2026

QTech Games has won the Leader in Online Casino award at the Annual Sports Betting East Africa (SBEA+) 2026 Summit in Nairobi, Kenya.

The company said it beat other shortlisted suppliers including SA Gaming, BetConstruct, and DST Gaming. The award is described by the event as recognising the “top all-round online casino platform for innovation, user engagement, and sustained growth” over the past year.

The SBEA+ Eventus Awards focus on the East African igaming and sports betting sector and were presented at a gala ceremony at the Argyle Grand Hotel. QTech Games said the judging period covered 2025/26 and that its aggregation platform performance was ranked highest by the panel.

QTech Games CEO Philip Doftvik said: “We’re thrilled to have walked off with another notable award for the best overall online-casino-platform provision in East Africa. Being shortlisted in such good company was already a result, but victory provides the real validation, particularly after running a great campaign at recent Eventus events in Africa. We’ve been promoting QTech Hybrid, our breakthrough retail solution, to great effect and it’s been fantastic to see that going live with a handful of top-tier clients on this continent has led to such overwhelmingly positive feedback and immediate success cases in the realm of genuine innovation.

“This win is testimony to our diligent team at QTech Games, and to the constantly growing group of innovative suppliers that our platform represents. It’s a truly collaborative effort. We remain committed to rolling out high-quality content that drives revenue for our worldwide partners across Africa and beyond. After all, in today’s marketplace, only premium games of the highest standard will separate you from the crowd, so we were delighted to see the panel acknowledge how our premier platform is delivering across Africa’s eclectic ecosystem. We’ve made our name as the pre-eminent aggregator in these evolving margin markets, delivering localised games that speak to a host of player proclivities. This award win will spur us on to new horizons.”

The post QTech Games wins Leader in Online Casino at SBEA+ Eventus Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

Evoplay adds 24 slot titles to Oleybet in Brazil deal

Published

55 minutes ago

April 24, 2026

Wladimir P.

evoplay-adds-24-slot-titles-to-oleybet-in-brazil-deal

Evoplay has signed a content partnership with Brazilian operator Oleybet to distribute 24 slot titles on the brand’s online casino in Brazil’s regulated market.

Oleybet is operated by Lindau Gaming S.A. in Brazil and offers sportsbook, online casino and live casino products. The rollout focuses on Evoplay’s slot portfolio, with the supplier saying the content is intended to support Oleybet’s casino expansion.

The integration is delivered through Sportingtech’s platform, which the companies said is intended to support a streamlined rollout and operational efficiency as Oleybet scales its games catalogue.

Alex Malchenko, Head of Sales at Evoplay, said: “Brazil remains a key focus for Evoplay, and partnering with Oleybet is another key strategic move in strengthening our presence in this dynamic market.

“Our portfolio is designed to deliver strong engagement across diverse player demographics, and we’re confident our games will resonate well with Oleybet’s audience as they continue to grow their offering.”

Robson Salvador, Ombudsman Director at Lindau, added: “We are very pleased to partner with Evoplay, a provider known for innovation and high-quality gaming experiences.

“This collaboration reinforces Oleybet’s commitment to offering a diverse and engaging portfolio to Brazilian players, always aligned with the highest standards of compliance and responsible gaming. We see this partnership as an important step in strengthening our positioning in Brazil’s regulated market.”

The post Evoplay adds 24 slot titles to Oleybet in Brazil deal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Africa

GoldenRace brings In-Shop Mobile and virtual sports to iGaming Afrika Summit

Published

55 minutes ago

April 24, 2026

Wladimir P.

goldenrace-brings-in-shop-mobile-and-virtual-sports-to-igaming-afrika-summit

GoldenRace will exhibit its virtual sports portfolio and mobile betting technology at the iGaming Afrika Summit in Nairobi, running 4 to 6 May. The supplier said it will present market-specific content for East Africa at Stand C09.

A key focus will be GoldenRace’s In-Shop Mobile product, which the company positions as a way for operators to offer “high-speed, digital betting experiences” on customers’ own devices while they are in a retail shop.

The stand will also feature GoldenRace content across multiple verticals, including Virtual Football, Dog Racing, and the number-draw game Spin2Win, alongside newer titles JetEscape and Arcade Heist. GoldenRace will also present the Spinmatic slot catalogue, which it said is mobile-optimised.

GoldenRace said the retail-plus-mobile approach is aimed at lowering overhead for land-based operators by supporting higher player volumes without adding hardware at the same rate. “Our goal at the iGaming Afrika Summit is to demonstrate how global technological standards can be applied to meet the specific needs of African operators,” said Martin Wachter, GoldenRace CEO & Founder. “From our In-Shop Mobile technology to our virtual sports portfolio, we provide the tools necessary for security, scalability and engagement.”

The post GoldenRace brings In-Shop Mobile and virtual sports to iGaming Afrika Summit appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.