Stagwell and Anzu announced a strategic partnership designed to help brands capitalize on the fast-growing gaming market. Stagwell and Anzu will collaborate to innovate new formats for bespoke in-game experiences for brands and bring Anzu's cutting-edge in-game advertising solution to more companies worldwide. Stagwell and Anu will collaborate to innovate new formats For bespoke in- game experiences for brands.

As of 2024, there are over 3.3 billion gamers worldwide. Anzu enables advertisers to reach those gamers across mobile, PC, console and gaming metaverses with non-disruptive IAB-compliant ad formats that become part of the play, appearing in locations where would expect to see ads in the real world, like around sport stadiums, alongside racetracks, and on the sides of buildings. Backed by Sony Innovation Fund, Emmis, NBCUniversal, and other prominent investors, Anzu has brought measurement standards in-game and run award-winning campaigns for some of the world's leading brands, such as Samsung, PepsiCo, and P&G. The Stagwell network is on the forefront of immersive experiences, leading award-winning gaming activations and marketing for brands such as Blizzard Entertainment, MilkPep, Wells Enterprises, and more.

Through its investments in technology, Stagwell has also created a first-of-its kind shared augmented reality platform, Around, in use across three of America's biggest professional sporting leagues. This partnership will elevate both companies' offerings in immersive gaming experiences. Stagwell's clients will leverage Anzu's platform for executing, measuring, and optimizing programmatic intrinsic in-game ads.

Further, the Stagwell network of 70+ agencies worldwide - beginning with its digital transformation network Code and Theory - will collaborate with Anzu to develop new ad formats, content innovation, and dynamic activities.