Kenya Wins Agency World Cup 2022, First Global Tournament Celebrating In-Game Advertising

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November 29, 2022
Kenya Wins Agency World Cup 2022, First Global Tournament Celebrating In-Game Advertising

The gaming industry has gained unstoppable momentum over the past ten years, becoming the go-to form for entertainment. Over 3.2 billion people globally spend nearly nine hours per week on average immersing themselves in virtual challenges and adventures. Alongside gaming’s growth, in-game advertising has quickly become a go-to channel for marketers, who are continuing to realize that gaming is where their audience is spending most of their time.

In-game advertising allows brands to run their campaigns within games via in-game ad placements that are built into the gaming environment. Unlike other advertising formats, these ads are non-intrusive and can often enhance the gaming experience, bringing a sense of realism to the environment.

“In-game advertising is an amazing opportunity to reach highly-engaged users. Gamers are a huge and diverse audience whose lifestyles, communities, and interests are relevant to many advertisers. Whether you like it or not, users are frustrated about being bombarded with so many ads every day. That is where in-game provides a perfect alternative for staying on top of consumers’ minds,” said Gabriele Vileikyte, Product Manager at Eskimi.
Samsung ads in the game environment

Celebrating football and the rise of in-game ads

Eskimi, a full-stack programmatic data platform, and Anzu.io, the world’s most advanced in-game advertising company, joined forces to celebrate their love for football, in-game advertising, and gaming in general.

To mark the launch of the upcoming FIFA World Cup Qatar 2022, Eskimi and Anzu brought sports, gaming, and advertising enthusiasts together, inviting them to participate in the first-ever Agency World Cup 2022.

Agency World Cup 2022 omepage

The battle between media agencies worldwide

To double the excitement of the World Cup and celebrate the rise of in-game advertising, Eskimi and Anzu challenged agencies worldwide to hit the football pitch in FIFA 23. 

The goal of Agency World Cup 2022 was to make professionals at leading global agencies aware of in-game advertising, its rising popularity, and the opportunities it can bring to advertisers. 

The tournament, which kicked off on November 14, attracted professionals from 16 agencies around the world. Besides a chance to win amazing individual and agency prizes, the Agency World Cup was also an exciting opportunity for participants to have some fun, connect with like-minded people in their industry, and make new connections.

“It's a really fun way to integrate your partners and to celebrate the biggest football event in the world,” said Kasparas Januitis, Digital Account Manager Baltics at BPN LT. “Hopefully, this could grow into something more occasional, perhaps an Agency FIFA League?”

Agency World Cup 2022 schedule

After an intense final match on November 21, 2022, Mark Koigi of Belva Digital agency in Kenya, beat Darko Silajdzic of DDB FTW Worldwide 3-2, earning the title of the first Agency World Cup winner.

Koigi's well-deserved victory was rewarded with an individual $1,000 gift card of his choice, a one-of-a-kind trophy, and $8,000 in media spend for in-game campaigns for his agency. All participants also received a FIFA World Cup Qatar 2022 ball.

Agency World Cup 2022 prizes
“The tournament has been exciting! I faced amazing opponents who kept me on my toes – that’s why from the scorelines you can see I never put my foot off the gas pedal. I'm happy to have participated in this thrilling event. It's given me a chance to enjoy my hobby for work. Thank you, Eskimi and Anzu, for this amazing opportunity,” said winner Mark Koigi.

In-game advertising opportunities await


The global gaming market is set to reach $256.97 billion by 2025 – that’s more than the film and music industries combined.

Just within the football inventory, blended in-game offers 2B+ monthly ad placements, available to everyone looking for a non-disruptive and highly engaging way to promote their brand. For agencies, it means 2B+ monthly opportunities to hit their clients’ KPIs.

Get in touch to discover how Eskimi and Anzu can help take your brand to the next level with intrinsic in-game advertising.

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