Anzu brings intrinsic in-game advertising to one of the fastest-growing free-to-play football games globally
May 13, 2026 — Anzu, the leading intrinsic in-game advertising solution, has partnered with the international gaming company Strikerz Inc. to bring in-game advertising and custom brand opportunities to UFL, one of the fastest-growing free-to-play football games globally, on PC.
Launched on console in December 2024 and expanded to PC in December 2025, UFL offers players optional cross-play across platforms with 14 language localizations, and has surpassed 7 million players worldwide with a social community of more than 1.5 million football fans.
This new partnership opens the football hit up to brands in the lead up to this year’s premier international championship, allowing them to reach a highly engaged audience in-game during moments of heightened football engagement and fandom. During the previous global tournament, Anzu recorded a 27% lift in sessions across its football titles, reflecting a surge in gameplay engagement that mirrors live matchday moments.
“This summer will be more than a tournament. It will be a global cultural moment, but also a highly competitive media environment,” said Darren Walsh, Head of Demand & Marketplace EMEA at Anzu. “Our partnership with UFL offers brands a unique opportunity to connect with football fans at scale across screens, tapping into that energy in a player-first, non-disruptive way and ensuring their message resonates without getting lost in the noise.”
UFL holds official partnerships with FIFPRO and clubs including Aris Limassol FC, FC Shakhtar Donetsk, Hashtag United FC, FC Porto and Sporting CP. Brand partners include adidas, Joma, Kappa, Umbro, Ho Soccer, Reusch and Transfermarkt. Notably, adidas recently launched the 2026 World Cup official match ball in-game.
“UFL has always been built around realism and authenticity, and that extends to how brands appear in our world. Advertising must feel like real football, enhancing stadium immersion without ever disrupting gameplay or compromising the player experience. With Anzu, we can integrate advertising partners natively into the matchday environment in a way that is credible and sustainable,” said Alex Savin, Commercial Director at Strikerz Inc.
Through Anzu, brands can activate through a variety of non-disruptive intrinsic formats including LED perimeter boards, pitch-side assets, branded scoreboards, referee kits and custom in-game experiences.
Connect with Anzu to secure your in-game presence and explore available inventory and custom activations in UFL.