Bidease, a fully-transparent demand side platform for mobile marketers, has announced a strategic partnership with the world’s most advanced in-game advertising platform Anzu.io. This partnership will allow Bidease to scale up advertising capabilities in the mobile gaming market and offer their wide advertiser network non-intrusive cost-effective in-game ad formats.

As part of the partnership, advertisers working with Bidease will be able to use Anzu’s blended in-game banner and video ad formats to reach their consumers across mobiles in an entirely new way. In addition, advertisers will have access to Anzu’s premium mobile inventory, including titles by Vivid Games and Next Wave Multimedia.

The gaming industry is growing exponentially and becoming extremely attractive to brands. More and more advertisers are following their consumers and moving into the virtual worlds, in the hope to get the most out of this very promising gaming media channel.

According to Newzoo, mobile accounts for 49% of global video game market revenues. With approximately $86.3bn (£62.2bn) of revenue in 2020, it is the largest gaming segment by revenue and growth. With 2.2 billion people playing games on their mobile phones in 2020, advertisers have a unique and largely untapped opportunity to connect with 28% of the world’s population in a way that can help them build long-lasting valuable relationships and boost brand affinity.

“We are glad to partner with Anzu and be able to present the platform's capabilities on the market. With Anzu on the portfolio, Bidease has all the tools to tap into mobile gaming audiences, and is set to facilitate native, or blended, brand placements in the gaming environments. Furthermore, we are planning and looking forward to launching our new product – media buying services on consoles – by the end of this year,” says Roman Nikiforov, chief commercial officer at Bidease.

“After the COVID-induced gaming explosion, more and more advertisers are recognising the power and potential of gaming as a media channel,” says Natalia Vasilyeva, VP Marketing at Anzu. “Anzu is happy to take on the role of guide into the world of gaming, ensuring advertisers connect with gamers in an authentic fully-blended way and make their ad spend worthwhile. We are pleased to partner with Bidease and offer our exclusive inventory to its advertiser network while at the same time growing our presence in the market.”