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Guy Ben-dov, a gaming and advertising veteran with more than 25 years of experience, returns to in-game advertising in a new role as EVP, Business Development, HD Games at Anzu, the world’s most advanced in-game advertising solution.

Ben-dov was one of the first pioneers of in-game advertising, having headed up Double Fusion, an in-game advertising company that spearheaded the space in 2004. There he worked with Xbox, PlayStation, and major game publishers to grow the in-game advertising market. He also served as the CEO and Co-Founder of Side-Kick Games, developing and publishing mobile, VR, and console games. A serial entrepreneur, Ben-dov is passionate about bringing media-oriented products to the market to create sustainable and growing businesses.

On the new appointment, Ben-dov said: “What keeps me ticking is sponsoring and financing creators. Games are an art as much as they are a business and I’ve always been really excited about creating supporting revenue channels for game creators. This is why I’m so thrilled to join Anzu to continue the path I’ve been on since 2004, when I co-founded Double Fusion.

“Anzu is led by a powerful online advertising team that has been creating sustainable ad revenue streams for games publishers over the past five years. Revenue from brand advertising is already the second biggest revenue channel in mobile games. I’m honored to present similarly strong offerings for PC and console game creators, providing a substantial ad revenue option that is game-relevant and seamlessly integrated.”

Anzu is the first cross-platform in-game advertising solution, running across mobile, PC, console and Roblox. As EVP, Business Development, HD Games, Ben-dov will be tasked with growing Anzu’s PC and console inventory.