In-game advertising platform Anzu has partnered with Strikerz Inc. to introduce intrinsic advertising and custom brand opportunities to UFL, one of the fastest-growing free-to-play football games on the market, on PC.
UFL launched on console in December 2024 before expanding to PC a year later, and has since surpassed seven million players worldwide with a social community of more than 1.5 million football fans across 14 language localizations. The partnership opens the game up to brand activations ahead of this summer’s international football championship, a period that Anzu identifies as a particularly high-engagement window for the genre. During the previous global tournament, the platform recorded a 27% lift in sessions across its football titles, reflecting the kind of surge in gameplay that tends to mirror live matchday moments.
Anzu’s Head of Demand & Marketplace EMEA, Darren Walsh, described the timing as “a global cultural moment, but also a highly competitive media environment,” noting that the partnership gives brands a way to reach football fans “at scale across screens” in a manner that is “player-first” and “non-disruptive.”
Through the partnership, brands can activate across a range of intrinsic formats that sit naturally within the matchday environment, including LED perimeter boards, pitch-side assets, branded scoreboards, referee kits, and custom in-game experiences, all designed to enhance stadium immersion without interrupting gameplay.
UFL already holds official partnerships with FIFPRO and clubs including FC Porto, Sporting CP, and FC Shakhtar Donetsk, with brand partners spanning adidas, Umbro, and Transfermarkt, among others. Adidas recently used the game to launch the official 2026 World Cup match ball in-game. Strikerz Inc.’s Commercial Director Alex Savin emphasized that advertising in UFL must “feel like real football,” adding that the Anzu integration allows the studio to bring partners into the matchday environment “in a way that is credible and sustainable.”
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Interested advertisers can reach out to Anzu to feature their ads inside the game.
