Anzu, the leading global in-game advertising company, announced a new partnership with League-M, the premier agency for introducing international technologies and publishers to Germany and across Europe. Through this strategic partnership, League-M will strengthen Anzu’s position in the region, enabling more brands to tap into the power of immersive in-game advertising as a way to connect with local consumers through Anzu’s innovative advertising platform.

“With Anzu.io, we have a new partner on board that fits exactly with the direction of League-M Europe: innovative technology with an absolutely unique position in the market, premium branding in the gaming and entertainment sector, globally active and with enormous reach,” said J.-Florian Lormes, co-founder and managing director of League-M. “We believe that Anzu.io will enable and define a whole new world of advertising in games. Anzu.io and League-M Europe will work hand-in-hand to give brands easy and effective access to a broad and diverse target group.”

The video game industry is skyrocketing, and Europe is one of the top three largest gaming markets with 378 million gamers across the continent. France, Germany, Spain, and the UK generate €12.3b (£11.1b) in revenue, with almost 50% of that coming from gaming consoles. Anzu’s ability to dynamically serve programmatic ads within video games represents a new chapter for advertisers, who will now be empowered to advertise at scale on PC and console games for the first time ever.

League-M is exceptionally well-positioned to facilitate this opportunity in the European market thanks to its already strong foothold in the gaming and esports industries and its focus on partnering with ad tech companies. Its reputation and prior successes with amplifying the activities of US-based companies in the European market bodes well for this newly inked deal.

Anzu’s League-M partnership complements other recent cooperations, including games APB Reloaded and Zula and exclusive game developer partners Vivid Games and Toplitz. Their full suite of ad tech partners includes the first-ever in-game ad verification solution in partnership with cybersecurity firm CHEQ, brand lift measurement in partnership with Nielsen Connectivity, and fraud detection in partnership with Forensiq, among others. Additionally, Anzu is the first and only in-game advertising company to bring the highest level of security clearance to in-game advertising with its ISO 270001 security certification. This combination of technologies gives advertisers the confidence they need to leverage the massive gaming audience.

Of the partnership, Anzu brand and agency sales director Hendrik Menz said, “We are thrilled to partner with League-M, a company that, like Anzu, is committed to introducing cutting-edge solutions to European advertisers. The European gaming market is experiencing an explosion of users, and we are looking forward to giving advertisers even more access to this important and previously untapped audience.”