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NBCUniversal and HTC Join Anzu’s In-game Advertising Mission Along with Sony Innovation Fund and WPP
Anzu has announced that the world’s most advanced in-game advertising platform has closed its current funding round with $20M, increasing its total capital raised to $37M since 2017.
Anzu received funding from two of the world’s leading brands. The first, NBCUniversal, is one of the world’s leading media and entertainment companies. The second, HTC, is a consumer electronics company known for producing some of the world’s most popular VR products and software and has recently revealed the “Viverse”, its place in the metaverse.
The funding will further embolden Anzu as it continues its work as the world’s most advanced in-game advertising platform. Earlier this month, the company announced a game-changing partnership with NBCUniversal which will allow the brand’s marketing partners to run non-intrusive, in-game ads across Anzu’s cross-platform gaming inventory, which spans mobile, PC and consoles, using interactive, contextual, and programmatic in-game advertising solutions with privacy and brand safety at its core.
“Everyone is talking about the impending metaverse, and we are starting to see it emerge from several different angles. However, if you want to see it in action right now, you just need to look to today’s most popular gaming platforms, which are hosting virtual concerts and film screenings. This funding will further expand our in-game advertising solution, helping even more advertisers understand where their brand fits in, and how they navigate these immersive, digitally-connected spaces,” Itamar Benedy, Co-founder and CEO of Anzu, said.
“Combining Anzu’s technological prowess in the gaming and esports space with NBCUniversal’s client reach and advanced advertising solutions, together we can reinvent the future of in-game advertising with brand safety and creativity at the forefront. Anzu understands the importance of integrated advertising and by working directly with video game publishers, NBCUniversal can help marketers create engaging content that enhances the gamers’ world,” Krishan Bhatia, President and Chief Business Officer at NBCUniversal, said.
“With the arrival of the metaverse, the way that people communicate, interact, and spend is going to evolve. We are excited to assist in bringing this new dimension to digital marketing services, providing safe and private user experiences while enabling brands and developers to bring more creativities and new monetization models in the metaverse,” Joseph Lin, VP of Content and Platform at HTC, said.
Other investors include WPP (for the third time), Sony Innovation Fund, BITKRAFT Ventures, HBSE Ventures, Alumni Ventures Group, the iconic baseball team The Chicago Cubs, Goal Ventures and a prominent angel investor Marc Merrill, the Co-Founder, Co-Chairman and President of Games at Riot Games. As with the previous round, all investors will act as strategic partners, while Anzu will remain an independent company.
“I am proud to have iconic investors who share in Anzu’s vision and enable us to bring in-game advertising and our best-class tech to more gaming platforms and global brands. Our last investment round helped us achieve some monumental milestones, including bringing in-game advertising to Roblox, becoming the first advertising platform to be verified by Unity, extending our partnership with Ubisoft, and launching new partnerships with leading games studios, including Saber Interactive for its AAA game Dakar Desert Rally,” Benedy said.
“We also brought first-to-market in-game viewability with Oracle Moat and partnered with Human and Comscore to help improve IVT across gaming platforms. Anzu’s recent direct integration with The Trade Desk has also helped expand our solution to more advertisers,” Benedy added.
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Million Games is pleased to announce the release of Million Mine, a strategic, grid-based casino game inspired by the beloved mechanics of minesweeper. Offering a modern update to the classic format, Million Mine lets players select their difficulty, uncover hidden diamonds, and cash out before disaster strikes.
The game features:
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Customisable grid sizes from 3×3 to 7×7
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Mines selection from 3 to 24 for adjustable volatility
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Instant cashout after any successful pick
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A 96.3% RTP and a high multiplier ceiling
Each tile revealed adds tension and reward, making Million Mine a fast-paced, strategic game of choice and nerve.
“Million Mine is deceptively simple—but a great player experience,” said Thomas Nimstad, CEO of Million Games. “It’s familiar, clean, and highly customisable. We see it becoming a favourite for both casual players and high-stakes explorers.”
Million Mine is now available across all Million Games partner platforms.
The post Million Games Launches Million Mine – A Strategic Grid Game Inspired by a Classic appeared first on European Gaming Industry News.
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ReferOn Shortlisted for Acquisition & Retention Partner of the Year at SBC Lisbon 2025
ReferOn, a next-gen affiliate management platform, has officially been nominated for the “Acquisition & Retention Partner (Supplier)” category at SBC Lisbon 2025, cementing its position as a key partner for operators and affiliate teams.
This shortlisting highlights the platform’s rapid growth in 2025 due to its developments that address real problems affiliate managers face, a passionate product-minded team, and ambitious plans to empower users in the affiliate marketing industry.
ReferOn challenges legacy platforms by creating a simple and accessible system built for modern needs and placing affiliate marketing at the forefront of growth strategy. Key features such as full-cycle automation, customisable dashboards and reports in pivot-style format, instant postbacks, and real-time data visibility reduce chaos and bring clarity to operations, ultimately boosting performance. Additionally, powerful tools like the Sub-Affiliate System, No Bundling Model, and dynamic variables provide managers with increased control.
Vlad Bondarenko, ReferOn’s Head of Product, commented on the nomination, “Acquisition and retention aren’t just buzzwords to keep affiliates happy. They’re real benchmarks that help our users drive growth and scale. The ReferOn team has proudly built a platform that gives affiliate managers real control, clarity, and speed over their operations to help achieve their
goals. This nomination reflects our efforts and how far we’ve come regarding pushing the industry forward and challenging the status quo.”
The nomination for the “Acquisition & Retention Partner (Supplier)” category bolsters ReferOn’s roadmap and growth trajectory. Going forward, the team will continue to invest in impactful product developments and customer-facing services to become the leading platform for affiliate managers.
Key ReferOn members will be in attendance at the SBC Lisbon Awards 2025 ceremony on September 18 for a night celebrating excellence and innovation.
The post ReferOn Shortlisted for Acquisition & Retention Partner of the Year at SBC Lisbon 2025 appeared first on European Gaming Industry News.
This text contains puns. Reader discretion is advised.
“Dragon’s Diamonds” is now live, a fang-tastic 6×5 new scatter-pays slot from the Berlin-based developer Hölle Games with wins of up to 12,000x.
Unlike the miserly reputation they’re known for (a tall tail), the Hölle Dragon is a generous beast (with a fiery personality). With every matching cluster that lands, the Dragon will breathe flames onto the reels – removing winning symbols and allowing more to fall into place. There is no limit to the number of potential cascades that can occur here, so lucky players can quickly scale-up their hoard of wins.
Plus, hitting 4 or more scatters to enter the Free Spins will unlock the Feature Multiplier, which cumulates all Multiplier wins across the entirety of the Free Spins. Re-triggers can be clawed out too, with only 3 scatters needed.
For any players who find the base game is dragon-on, there is the Stake Boost feature, which increases the chances of hitting the Feature for a slightly higher stake, or also the option of directly entering Free Spins via the Feature Buy. That’s no fire-drill!
The game is now available for MGA with other territories winging it this way soon.
The post SHINE ON DRAGON’S DIAMONDS appeared first on European Gaming Industry News.
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