In-Game Advertising Veteran Guy Ben-dov Joins Anzu as EVP, Business Development

Former co-founder of in-game advertising company Double Fusion, Guy Ben-dov, returns to his in-game advertising roots in his new appointment as Anzu.io’s EVP, business development, HD Games.

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." 

Ben-dov continued: "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 honoured 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.

As the only licensed middleware provider for Xbox, and the preferred in-game advertising partner for many AAA publishers (including Ubisoft, who just extended their partnership, Saber Interactive, and Razor Edge Games), Anzu is already a leader within this space, and Ben-dov will continue to drive momentum helping game publishers generate brand revenues and take advantage of the enormous benefits that blended in-game advertising presents.