In-game advertising platform Anzu.io has raised $6.5 million in a series A funding round.
The investment was led by esports investment company Bitkraft esports ventures, with participation from WPP and Axel Springer Digital Ventures.
Anzu provides solutions to bring digital advertising to games, personalising ads within games while trying to avoid player disruption.
The company said it plans to use its funding to expand its market offerings to triple-A franchises on PC and console. It also wants to expand its presence within North American and European markets.
Recently Anzu launched an ad-verification solution for console gaming, which enables brands to advertise in what it claims is a safe and fraud-free environment.
“I am thrilled to build a strategic partnership with BITKRAFT, WPP and Axel Springer Digital Ventures to further our mission to be at the forefront of ad tech innovation,” said Anzu CEO Itamar Benedy.
“We will continue to push the boundaries of the advertising world as we apply the time-tested ad tactics used in the physical world to the gaming and esports industries to transform them into a premium revenue engine while enabling marketers to tap into pop culture through games.”
Bitkraft founder and managing partner Jens Hilgers added: “With 2.4 billion gamers around the world, gaming and the virtual worlds they take place in still remains the biggest untapped advertising market.
“We believe in Anzu’s vision to integrate with the biggest titles in online gaming and esports to run ad delivery through their technically advanced platform, unlocking a massive opportunity not just for publishers, but also for teams and streamers looking for additional revenue.”