As part of an exclusive agreement with Anzu.io, Razor Edge Games announced today that it will invite advertisers to place ads within its upcoming hit game Eden Falling on PC and consoles.
The pre-alpha phase of Eden Falling, a free-to-play MMORPG, will take place at Steam Summer Festival on PC. Early access will be available in the months following Razor Edge Games’ launch, with a global release and a console version planned for the first half of 2022. Around 20 third-party brand DLC partners, including celebrities and IPs, will appear in the game for a limited period of time to create even more excitement.
Eden Falling is being released at an ideal time, as the gaming industry is experiencing unprecedented growth. Globally, there are now 3.1 billion gamers, and according to the information released by Razor, the videogame market is expected to reach $175.8 billion this year. Games are attracting more attention and sponsors than ever before, and players of all ages are getting involved.
Eden Falling is described as a perfect fit for advertisers due to its scene-based evergreen gameplay. The ‘explore and discover’ mode of play provides advertisers with the opportunity to gain impressions and make meaningful connections without disrupting gameplay. The post-apocalyptic setting is reminiscent of a futuristic version of the real world, which will serve to position advertisers as a brand that has relevance today as well as moving into the future.
Anzu’s partnerships with providers such as Moat by Oracle, Nielsen, Kantar, Comscore, and Digiseg allow for detailed campaign analysis, including viewability, brand lift, audience verification, data enrichment, and fraud detection. Together with WWP, Anzu is establishing industry-wide standards for in-game advertising, which has given brands such as Vodafone, Samsung, PepsiCo, McDonald’s, and American Eagle the confidence to shift their media budgets to in-game advertising.
Anzu, which supports mobile, PC, and console advertising, is said to be the only company to attain an ISO 27001 certification, to allow advertisers and game developers to be confident they are entrusted with their data in the safest and most secure way possible. In addition, Anzu’s SDK technology is described as being able to deliver significant benefits to publishers, such as high-quality direct traffic, complete ad placement control, and targeted audiences based on first-party data.