Saber Interactive’s Dakar Desert Rally launches today — Tuesday 4th October — and eagle-eyed racers may have already spotted some familiar-looking ad placements around the racetrack…

That’s right - Anzu’s intrinsic in-game ads feature in the new release, giving advertisers the huge opportunity of maximum exposure for worldwide brands inside a major AAA title. This follows from the exclusive in-game ad partnership established with AAA game studio Saber Interactive earlier this year.

Dakar Desert Rally is a highly-anticipated off-road rally racing game, described by Saber as “the biggest and most epic off-road rally racing adventure ever developed”. Launched today on PC and consoles, the action-packed racer comes full of officially licensed vehicles, realistic physics, dynamic seasons, and immersive weather, with both competitive online multiplayer and single-player modes.

Anzu’s in-game ads will be seamlessly integrated inside the game’s environments, from placements alongside the race track to sponsored in-game objects, including bumper stickers, logos, and more, for a truly authentic rally racing experience.

“I’m extremely proud to finally see Anzu’s hard work come to fruition with our in-game ads racing off the start line in Dakar Desert Rally,” said CEO & Co-Founder Itamar Benedy. “It’s been years in the making, and we can’t think of a more iconic release than Dakar Desert Rally to be in pole position for our AAA offering. A huge thank you to Saber Interactive for the collaboration, and may it be the beginning of a long and fruitful exclusive partnership!”