eSports
Anzu and Axis Games’ Expanded Partnership Brings Programmatic In-game Ads to Esports League in Industry First
Anzu.io, the world-leading provider of in-game advertising solutions, today announced the expansion of its exclusive partnership with Axis Games, the developers of the popular game Axis Football and the newly formed Axis Football Esports League. Under the new deal, Anzu’s platform will enable programmatically delivered, blended in-game ads to be shown during a live esports tournament.
This partnership is groundbreaking for the gaming industry; it represents the first time in history that advertisers will have the opportunity to run programmatic campaigns on PC during a live esports event. When choosing Anzu as its partner for this bold move, Danny Jugan, Axis Games’ President, said, “We are excited to partner with Anzu as our advertising supplier. They provide great content and have been a pleasure to work with.”
A few months ago, the two companies created their first partnership which saw Anzu, the only in-game advertising company to hold an ISO 27001 certificate and be a member of the Xbox Tools and Middleware Program, integrate its ad serving platform into Axis Football’s PC and console game content. The ads, which are displayed on in-game objects such as stadium banners, are designed to enhance gameplay by creating an environment that more closely represents the real world. In response to seeing the in-game ads, an Axis Football 2020 beta tester said, “The banner ads added to the stadiums significantly increase the level of immersion in the game.”
In preparation for the launch of the league, Axis Games has made significant improvements to the game over the past few months, including rebranding the teams, logos, and player uniforms. The tournament will be played by 36 pre-selected gamers from the US, Canada, and Mexico, each representing a team. Fans can watch two live matchups at 6:30 pm and 8 pm EST every Monday, Wednesday, and Friday and tune in to weekly preview and post-game shows streamed during the weekends. With Axis Games’ predominantly US fanbase, the tournament games won’t conflict with NFL game times but instead act as a fun, digital supplement to the football season.
With enhanced graphics, the Axis Football Esports League is sure to draw a dedicated audience when games are streamed live.
Games, complete with live commentary, will be streamed on both Twitch.tv and YouTube, giving advertisers a tremendous amount of exposure as fans from across the globe log on to watch each game. Advertisers will get access to essential metrics from the streaming platforms, including total views, geolocations, and concurrent viewership statistics. Additionally, Anzu’s platform provides advertisers with detailed campaign analytics and user data, plus precise ad viewability metrics through its ad verification solution, the first and only of its kind in the industry.
Advertisers will also benefit from Anzu’s hyper-location targeting, increasing advertisers’ ability to deliver highly relevant campaigns to specific esports venues and audiences. Furthermore, Anzu’s collaboration with Nielsen Connectivity gives advertisers insights about their campaign effectiveness. Boosting advertiser confidence even more, Anzu partners with Forensiq to include the first-ever fraud detection solution for in-game advertising.
“Anzu’s premium blended in-game ads represent a new chapter for the gaming and advertising industries. Axis Games is a company that is also interested in reinventing the gaming world through innovative monetization methods while still preserving, and improving, the gaming experience,” said Anzu CEO and Co-Founder, Itamar Benedy. “We are proud to partner with them in this revolutionary endeavor and bring the first programmatic ad campaigns to the esports world.”
Seasoned esports professional joins fast-betting content provider, bringing over 20 years of trading and product experience to elevate its offering
BETER, an award-winning provider of fast-betting content, data, and live streaming for esports and sports, has appointed former SIS senior executive Adam Conway as its new General Manager of Esports Business Division, significantly strengthening the company’s position in the market.
Conway is a highly accomplished manager in the betting industry, with more than 20 years of experience in overseeing and launching successful product portfolios.
Adam joins BETER following a ten-year tenure at SIS, where he held various positions—from Head of Trading to Global Head of Esports and Competitive Gaming. Before SIS, he held roles at several companies, including Head of Trading at betting powerhouse Ladbrokes.
As Esports General Manager at BETER, Adam will be responsible for strengthening the provider’s leadership in the fast-betting domain, as well as developing and expanding the number of in-house events for the company’s flagship ESportsBattle tournaments, which currently feature disciplines such as eFootball, eBasketball, and eHockey.
Conway will spearhead the development of new disciplines—eCricket and eTennis are set to launch soon—and focus on enhancing relationships with existing clients while establishing new partnerships.
Adam will lead a team of over 200 specialists and 500 professional athletes, delivering more than 500,000 esports events annually across four countries. He will also work closely with key industry bodies, including the Esports Integrity Commission (ESIC) and the International Betting Integrity Association (IBIA).
Gal Ehrlich, CEO at BETER, said: “Adam’s background in esports is unmatched, and we are thrilled to have him on board as we continue to enhance our esports offering, especially our flagship ESportsBattle tournaments.
“We’re already the go-to provider for fast-betting content, data, and live streaming in esports and sports. With Adam as our Esports General Manager, we’re confident we’ll strengthen that leadership and further distance ourselves from the competition.
“We’re excited to welcome Adam and look forward to the significant value his expertise will bring to our partners worldwide.”
Adam Conway, Esports General Manager at BETER, added: “It’s an honour to join BETER and contribute my extensive experience in trading and product development to such a pioneering company.
“BETER is the undisputed market leader, and I’m excited to help ensure it remains at the forefront—delivering exceptional products to operator partners and bettors alike.”
The post BETER Names Adam Conway as General Manager of Esports Business Division appeared first on European Gaming Industry News.
Asia
AA Gaming Announce the Rajasthan State Esports Championship (RSEC) with Youth Affairs & Sports Department, Govt. Of Rajasthan
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Open Qualifiers
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Inter-College Knockout Rounds
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Semifinals
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Grand Finals – which will be live-streamed and culminate in a prestigious awards ceremony.
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Gaming techniques and strategic play
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Game development fundamentals
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Esports career pathways
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Mental health and well-being for athletes
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Team-building and communication
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Professional conduct in esports
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In-depth game analysis and review
The post AA Gaming Announce the Rajasthan State Esports Championship (RSEC) with Youth Affairs & Sports Department, Govt. Of Rajasthan appeared first on European Gaming Industry News.
StarLadder today announced that it will host the second Counter-Strike 2 Major of 2025 in Budapest, Hungary, culminating in a four-day Playoff stage inside the MVM Dome – one of the largest and most advanced esports venues in Europe, and one of the biggest CS2 Major venues to date.
The event will run from November 24 to December 14, featuring the world’s top 32 Counter-Strike 2 teams competing for a $1.25 million prize pool and one of the most prestigious titles in the esports world.
Kicking off on November 24, the early stages of the tournament will take place at Budapest’s MTK Sportpark, a recently upgraded venue with seating for 2,000 spectators. This modern, esports-ready venue offers fans a unique opportunity to get close to the action and experience high-level Counter-Strike in the vibrant atmosphere of an offline setting.
From December 11 to 14, the tournament moves to the MVM Dome for the playoffs. With 20,000 seats and cutting-edge production capabilities, the Dome will deliver a stadium-scale experience – featuring record-breaking LED setups, immersive lighting, and arena-wide special effects crafted to elevate the show for every fan on site. Set against the backdrop of Budapest’s iconic pre-Christmas charm, the Major will offer not just world-class esports, but also a chance for fans to experience one of Europe’s most vibrant cities during its most magical season.
“ Hosting another Major is an incredible honor, and we’re determined to make it unforgettable,” said Roman Romantsov, CEO of StarLadder. “Budapest gives us the perfect stage to push the boundaries of what a live CS2 event can look and feel like. From day one to the Grand Finals, we’re building something that fans – both in the arena and watching around the world – will remember. We invite every Counter-Strike fan to be part of this iconic moment with us.”
The post StarLadder to Host 2025 CS2 Major in Budapest’s 20,000-Seat MVM Dome appeared first on European Gaming Industry News.
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