Azerion and MediaMath Team Up to Create In-Game Advertising Powerhouse

The Netherlands-based digital entertainment and media platform Azerion and programmatic advertising technology company MediaMath are joining forces to establish a comprehensive hub for in-game advertising, akin to a fusion of retail giants Walmart and Amazon, specifically designed for companies aiming to connect with gamers. This collaboration provides brands and agencies with a direct channel to Azerion’s extensive gaming community, encompassing both Azerion’s proprietary games and MediaMath’s network.

Why target gaming? Azerion underscores the significant duration individuals dedicate to their mobile devices – an average of 4.2 hours daily! They also emphasize that gaming provides a secure and captivating setting where players demonstrate receptiveness to advertisements, resulting in enhanced outcomes for advertisers.

Through this alliance, MediaMath’s clientele will gain access to Azerion’s wealth of gaming inventory. Azerion’s Chief Revenue Officer, Sebastiaan Moesman, posits that forging connections between brands and gamers in a manner that complements their gaming experience is paramount. Whether it entails rewarding players for viewing ads or seamlessly integrating brands into the gameplay, this partnership aspires to render advertising less intrusive and more effective within the gaming realm.

This collaboration enables MediaMath’s customers to access Azerion’s in-game advertising solutions. Imagine companies featuring their products within video games – on racing circuits, within urban environments, even in sporting arenas.

“This represents innovation,” states Laurent Cordier, a senior partner executive at MediaMath. “It’s about providing our customers with novel avenues for expansion.”

The video game market is vast, and this agreement allows MediaMath to target those demographics with greater accuracy. They are striving for enhanced outcomes overall, utilizing both Azerion’s gaming inventory and MediaMath’s dedication to openness.

Cordier views this as a prime chance, especially for businesses in gaming, wagering, and leisure, to truly achieve their marketing objectives.