03:59 AM EDT, 06/17/2024 (MT Newswires) -- Stagwell ( STGW ) and Anzu said Monday they are collaborating on a project to come up with new ways to incorporate advertising into video games.

Financial terms were not disclosed.

Anzu, backed by Sony Innovation Fund, Emmis, and NBCUniversal among others, is a technology firm specializing in inserting brands into games and monitoring results.

The partnership "will elevate both companies' offerings in immersive gaming experiences," they said.