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Anzu, the world-leading provider of in-game advertising, has expanded its cooperation with independent game developer Axis Games.

After successfully integrating the ad platform solution into Axis Game’s mobile version of Axis Football League, the expansion will bring Anzu’s blended in-game ads to a growing set of Axis Football gaming titles on PC and console devices.

The exclusive deal is happening at an opportune time for Axis Games as the company plans to start an esports league this year and stream its matches during the upcoming NFL season, which aligns well with the player database, 95% of whom are US-based. The blended in-game banner and video ads will assist with transforming the digital gaming environment into one that more closely replicates the atmosphere of real-world NFL games.

“We are extremely excited about our partnership with Anzu. Their ability to supply relevant and dynamic ad content will add a large amount of life, immersion, and realism to the stadiums in our game,” Danny Jugan, President of Axis Games, said.

“We are delighted to expand our relationship with Axis Games, and it’s coming at a great time as they prepare to launch and stream their esports league. As game developers, they continue to show their creativity through innovative game features, and this next step – adding in-game ads to their PC and console football games – will deliver a better user experience for players and those watching the live stream,” Itamar Benedy, Co-Founder and CEO of Anzu, said.