Co-Founder of Double Fusion and Gaming Expert Guy Ben-dov Joins as a Strategic Advisor

29 October 2019 | By Anzu

An edited version of this announcement was first published on PocketGamer.

We are excited to announce that Guy Ben-dov has joined as a new strategic advisor. Ben-dov, who headed Double Fusion, an in-game advertising company that pioneered the space in 2004, brings his strategic industry expertise to Anzu as it continues to innovate the in-game ad-monetization space. Double Fusion was one of the early leaders of the in-game advertising industry. 15 years after, Anzu leads the new era of in-game ad tech, with its sophisticated programmatic offering that transforms in-game advertising into a premium revenue engine for publishers, streamers and esports players.

Ben-dov is a veteran of the gaming and advertising space with 25 years of experience. At Double Fusion, Ben-dov worked with Microsoft Xbox, Playstation and major game publishers to grow the in-game advertising market. Most recently, he served as the CEO and Co-Founder of Side Kick Games developing and publishing mobile, VR, and console games. A serial entrepreneur, Ben-dov is passionate about bringing media-oriented products to the market to create sustainable and growing business.

Advertising in video games has existed for a couple of decades but the scale and technology were missing for brands and game developers to be able to fully adopt it. Ben-dov brought web-based in-game advertising solution with Double Fusion that helped marketers and agencies enhance user engagement and serve ad placements with tracking and reporting back then. Ben-dov’s appointment to Anzu as a strategic advisor will provide the synergies to adopt and expand on the experiences of Double Fusion in the video game advertising space as well as rely on mutual learnings to take in-game advertising further to the market.

“Anzu’s team is fast-growing and I am excited to have Guy join us as we continue to make in-game advertising accessible to the world’s biggest online marketers. Guy has been a pioneer figure in the field of in-game ads and knows the industry inside-out. His experience would take Anzu to new heights by combining our technological innovation with his strategic excellence. Together we are set to create scalable growth for in-game ads, across platforms,” said Benedy, Anzu’s Co-Founder and CEO.

“The audience, tools and media today are so much more sophisticated than a decade ago when we began Double Fusion. Back then, features and tools we wanted were just not available. The time is now to make in-game advertising go deeper. Brands know they can no longer ignore the massive digital opportunities that games and esports present. Anzu, with its scalable product offerings, has brought successful techniques of digital advertising to the in-game world, creating a new scalable ecosystem. I am excited to work with Anzu’s leadership through their incredible growth.” added Ben-dov.

  Want to know more about Anzu and the latest news from our board rooms? Follow us on LinkedIn. is an in-game advertising platform that brings real-world brand ads to video gaming and esports. Backed by BITKRAFT Esports Ventures, WPP, and Axel Springer Digital Ventures, Anzu redefines digital advertising through seamless integration of non-intrusive ads into the gameplay. Bringing real-time data and programmatic to the video gaming world, the platform promises native advertising, brand safety and ad viewability. Follow Anzu on LinkedIn, Facebook and Twitter.