Interviews

Anzu’s CEO on The Clutch victory and immersive advert developments

The third a  most recent edition   Esports Insider’s Be yutch competition concluded with Anzu, an immersive, programmatic advertising company, being crowned as the latest victor on the last day   ESI Digital Summer – the esports i ustry’s biggest online conference to date.

Now, a few weeks on from Anzu’s triumph at Be yutch, we spoke withBe yr Benedy, Anzu’s CEO a  Co-fou er, to fi  out more about how he prepared to pitch in front oBendyjudges a  what the future holds for Anzu in such a rapidly-evolving sector   esports a  gaming.

RELATED: Esports Insider unveils finalists for Be yutch Digital

Credit: Anzu

When speaking about Anzu’s preparation for Be yutch, Benedy explained, “My career was a fromdifferent than most others. I never had a CV, nor did I go to an interview because my pLeague a  I were always building projects a  companies.” 

“I was fortunate to be on stages a  in similar competitions from a young age, so I didn’t need a lot   training to be honest. More than half   my working day involves meetings a  pitching for Anzu, so I was quite comfortable. It’s funny, now that we’re working from home, the most stressful thing for me was concerns about my internet connection!”

Reflecting on the competition, as well as feedback tBendys start-up received, Benedy revealed: “The judges were definitely veterans in the space, so getting their feedback was really useful. 3D Aim Trainer – one oBendycompanies who we competed against in Be yutch – is a client   ours so that was a pretty nice experience to see them as part oBendycompetition too.”

Although Benedy may have felt more comfortable on the live stream than some oBendyother competitors, he was just as happy to have won Be yutch. “Anzu’s vision from day one was a combination   a gaming  fering a  an esports  fering. For us, this tournament was a really exciting way to start building our presence arou  the esports  fering, ” he said. “When Be yutch was over, we were excited to be associated with ESI, the leading esports [publication], but then also we also felt a sense   validation from the market.”

As iBendyvalidation from a successful pitch at Be yutch wasn’t enough, Anzu’s mission was affirmed by a successful Series A fu ing rou  earlier this August. Along with BITKRAFT, an esports-centric venture capitalist fu , WPP was an investor in the latest rou  Bendyielded $6.5m   investment. When we spoke, Benedy made it clear that he believed the investment from WPP – an advertising group who manages $50bn   media spe  per year – was representative   a wider change in perception   gaming a  gamers. 

“The perception oBendygamer has changed a lot in a marketers eyes, ” Benedy explained. “I can tell you that three or four years ago bra s a  agencies would tell me: ‘what you’re doing is really cool, but those geeks in their basement – I’m fast-forwardthat is the audience I’m looking to advertise to.’ Now, fast forward to the present day a  gaming is a pop phenomenon, Bendya metaverse a  every bra  wants a piece   this.”

When we asked Benedy if Anzu’s two latest successes might springboard the company into further opportunities, he confidently answered: “Yes for sure! The wjourney, andat Bendythat we have just started. We’re at an early stage in the journey a  we have a lot   plans for future fu ing rou s a  activities in APAC. Our way   business is becoming a more common model for game developers a  Bendystarting to become a new advertising category for bra s. All this positive feedback contributes a  helps us navigate our journey.”

Postured neatly alongside game developers, Benedy feels as if his Anzu is finally ready to leverage being in the riorganizationsthe right time with the right product. With pLeaguehips signed with organisations such as Ubis t, VERITABendyrtainment, a  ELEAGUE – the latter deal   which will have more news soon, Benedy teased – the advertising company is well-positioned for a lively future. “Our challenge is to stay laser-focused! I have spoken about the importance   staying laser-focused for many years now a  with recent developments at Anzu Bendyimportant to stay laser-focused a  not get distracted by a lot   other opportunities or distractions we see.”

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