ARROVA and Anzu bring intrinsic in-game advertising to Japan, offering advertisers, developers, and gamers a new way to play

ARROVA, Inc. (ARROVA) is pleased to announce a strategic partnership with Anzu, the most advanced intrinsic in-game advertising platform.

The main areas for collaboration through the partnership are:

• Supply: Help developers integrate non-disruptive ad placements into games to establish a new revenue channel while elevating realism.
• Demand: Allow advertisers to reach the diverse gaming audience, making meaningful connections without disrupting play.
• Data: Collaborate in the utilization of data related to the delivery of in-game ads.
• Game advertising expansion: Make intrinsic in-game advertising a core part of omnichannel strategies.

Designed to bring a sense of realism and immersion into the gameplay experience, Anzu’s ad placements, which are available across mobile, PC, and console titles, allow brands to become part of the gameplay. Ads appear in locations where you would expect to find them in real life, like on billboards, bus stops, on the side of vehicles, etc., acting as a digital form of traditional marketing. 

Anzu has a rich inventory of over 100 gaming titles spanning every genre imaginable, boasting over 150m monthly active users (MAU). Brands can buy ads from “InGameADforZ,” which is provided by ARROVA.

For more information on “InGameADforZ”, click here.

Anzu’s intrinsic in-game advertising solution is built to benefit everyone involved, including advertisers, game developers, and most importantly, players, and this strategic partnership will bring this solution to Japan, which boasts the third biggest gaming market globally, behind the US and China.

With the average global ad blocking rate now estimated at 37%, 52% of all consumers not paying attention when ads come on the TV, and 65% of people skipping video ads at the first chance they get, intrinsic in-game ads have emerged as an effective way to connect with audiences and drive huge attention. A report run by Anzu and Lumen found that, on average, in-game ads drive 98% viewability vs. Lumen’s digital ad norm of 78%.

ARROVA has been a pioneer in game marketing. It was the first agency in Japan to begin selling in-game advertising in ROBLOX, create unique branded experiences in Fortnite, and develop new in-game ad products with major game publishers.

As game content becomes increasingly media-oriented in overseas markets, ARROVA and Anzu will accelerate their efforts to utilize game advertising in the Japanese market, defining this year as the beginning of "The Era of Game Advertising".

ARROVA and Anzu's “Three-Way Game Advertising Ecosystem” Concept

Benefits for Game Publishers

To continue providing high-quality games, substantial development costs are required. Intrinsic in-game ads allow publishers to establish a new reliable and sustainable revenue channel without compromising on gameplay. The ad placements blend into the game environment without interrupting gameplay, complementing play, and enhancing realism by bringing real brands into the gaming environment.

Benefits for Advertisers

Advertisers can gain recognition through a new ad format that is less likely to cause aversion among younger audiences, who are increasingly hard to reach through traditional advertising channels. Due to the lean-in nature of the environment, in-game ads tend to have higher viewability, longer ad viewing times, and generate more attention than ads on traditional digital channels.

Benefits for Players

In-game advertisements are a type of ad format that is blended with game content and displayed as objects within the game environment. With this new ad format, players will no longer be hindered by their gaming experience. If the ad creative and the game environment match, it enhances the game's realism and improves the play experience. For example, in a racing game, the experience can be enhanced by placing billboards of car manufacturers on the course.
The strategic partnership between ARROVA and Anzu will create a cycle where all three parties continually generate mutual benefits and reap rewards.

“Given Japan’s status as the fourth-largest spender in digital advertising and the third-largest gaming market worldwide, the potential for intrinsic in-game advertising to bridge the gap between these two industries is incredibly exciting. We are honored to collaborate with ARROVA to empower leading brands in the region to forge authentic connections with Japan’s dynamic gaming community through a solution that benefits all parties involved.” — Itamar Benedy, Co-Founder and CEO, Anzu.

“At ARROVA, we are leading the charge in integrating gaming media into marketing strategies, and we firmly believe that 2024 marks the dawn of an exceptional era for in-game advertising. Anzu’s technology is pivotal for this transformation, allowing brands to embed ads within gaming environments seamlessly. By partnering with Anzu and leveraging their cutting-edge technology and proven success in the US and Europe, we are poised to ignite the in-game advertising market in Japan.” — Kosuke Arai, President and Representative Director, ARROVA Inc.