The new investment will help advance Anzu’s mission to become the leading intrinsic in-game advertising provider for premium games
June 12, 2025 — Anzu, an intrinsic in-game advertising solution, announced an investment from Amex Ventures, who is joining existing investors including PayPal Ventures, WPP, Emmis Corporation, and NBCUniversal, among others. The funding will accelerate Anzu’s mission to transform intrinsic in-game advertising into a premier marketing channel.
As gaming continues to become a force in entertainment and culture, brands need scalable, effective ways to establish a meaningful presence within it. Historically fragmented and hard to measure, advertising in games is now being redefined by Anzu’s technology, making it as easy, efficient, measurable, and scalable as other major ad channels. This transformation is also encouraging premium publishers to explore monetizing with intrinsic in-game ad placements.
“Advertising in premium games continues to grow as more advertisers and developers become aware of the enormous opportunity to reach consumers in games they are passionate about. Anzu is enabling brands to reach consumers in these games with natural, non-disruptive advertising that is highly effective. This new funding lets us accelerate our mission, scale faster in our key segments, and continually push the boundaries for truly premium ad experiences,” said Itamar Benedy, Co‑Founder & CEO of Anzu.
Benedy continued, “Anzu has always worked with companies that don’t just believe in our vision, they help write its next chapter. Welcoming Amex Ventures as an investor strengthens an investor family that already spans key pillars of the advertising universe: leading advertising groups, world‑class brands, media and entertainment leaders, gaming pioneers, and financial powerhouses.”
For new investor Amex Ventures, this move provided an opportunity to invest in an innovative platform that can potentially unlock new ways to engage with consumers. “Gaming is now mainstream, and brands are awakening to the opportunity,” said Amex Ventures Managing Director Margaret Lim. “Anzu is leading the way in unlocking advertising opportunities in premium games and has established partnerships with top gaming and advertising companies to make the process more seamless, and we are excited to back them.”
“Gaming has become a central part of culture and media consumption, with over 3.4 billion people playing globally and major brands now treating it as a key component of their media mix. Anzu has led this evolution, from being the first to bring measurement to 3D environments to helping global brands deliver award-winning campaigns with full funnel measurement. Emmis saw the potential in Anzu early on, and we’re proud to continue supporting their mission alongside new investors,” said Patrick Walsh, President, Emmis Corporation and Anzu Director.
This investment comes at a pivotal moment for Anzu, following the launch of the industry’s first intrinsic in-game advertising trends report and a strategic partnership with Claritas to deliver new comprehensive measurement solutions. These initiatives empower brands to capitalize on the booming gaming market with full-funnel insights, reinforcing Anzu’s position as the global leader in intrinsic in-game advertising.