Azerion
Azerion

Our ESG Approach

Tech and gaming companies have the potential to create a powerful force for good by reaching millions of people around the world

What We Do

Azerion has experienced significant growth since inception. But as we grow in revenue and profitability, so does our impact on the world around us. Therefore, we feel it is our duty as a company to grow responsibly, balancing financial performance with a positive impact on our planet, our community and our people.

This is the foundation for our vision for our Environmental, Social, and Governance (ESG) principles and our ESG framework:

Our Planet

Our Planet strategy aligns with UN Sustainable Development Goals 9 (Industry, Innovation & Infrastructure), 12 (Responsible Consumption and Production), and 13 (Climate Action). Our goals include improving energy efficiency, resource mindfulness, and monitoring our environmental impact. Key initiatives focus on reducing CO2 emissions by minimising corporate travel, encouraging remote work, optimising office energy use, enhancing recycling efforts, and promoting renewable energy with suppliers. Additionally, we aim to leverage our advertising business to drive positive environmental and socio-economic impacts, supporting Climate Action through targeted campaigns.

Examples

Responsible Media Activation

 

  •  Azerion’s long-standing collaboration with Right Thing Media (RTM) has led to over €150,000 directed toward social and environmental impacts in the past three years. Through partnerships with advertisers, agencies, and charitable ESG overview 37 organisations, we’re addressing global challenges like economic well-being, diversity, equity, and sustainable living.
  • We’ve strengthened our commitment to sustainable advertising by integrating sustainability initiatives into our clients’ offerings and actively participating in IAB working groups on Sustainability and Ad Net Zero initiative events. In collaboration with Impact+, we have integrated carbon emissions measurement into our campaigns across key regions. By evaluating green house gas emissions in campaigns, we are able to help clients understand their environmental impact and offer strategies for reduction when desired. We also provide campaign insights, including emissions data from end users viewing client ads, enabling clients to track emission savings through energy-efficient ad delivery. This includes prioritizing smartphones and tablets, using Wi-Fi instead of cellular data, and selecting smaller ad formats.

    Examples

    Driving Environmental Awareness through Gaming

    • In collaboration with Sovereign Nature Initiative (SNI) Azerion supported Forgotten Parks Foundation’s biodiversity conservation work in the Democratic Republic of Congo. Together, we transformed the Hotel Hideaway metaverse into an educational virtual sanctuary, fostering awareness about wildlife and their habitats. The experience educated, but also inspired our community to become stewards of our planet’s precious biodiversity. The project resulted in 2024 over 6.2 million room visits, 15k avg daily visitors and 888k digital assets sold and contributed to the park.
    • With our GD + Metaverse studios, we joined the United Nations Playing4thePlanet initiative alongside the world’s largest video game companies to set more ambitious climate goals. We’re committed to promoting impactful environmental content within our games by supporting our gaming partners in publishing and activating sustainable gaming content on our platforms that raises environmental awareness. We’re also signed our commitment in engaging with the Alliance through our participation in the annual Green Gaming Jam, where AAA game studios compete to create the best in-game climate content. Rather than developing new games, we work within existing games with live audiences, challenging studios to integrate themed content that educates players about nature and the environment, inspiring a new wave of environmentally-conscious players.

      Our community

      Our objectives include empowering, motivating and taking care of those around us, creating communities that are inclusive and in which all members are supported to create a bright future for the generations to come. It includes our efforts to keep our customers and their online identities private and secure, by complying with the applicable regulatory frameworks, including GDPR and CPPA. Among other initiatives, our development and moderation process aims to ensure our content and games remain a safe and fun experience for our users and players. We also collaborate with authorities, regulators and safety groups on these topics.

      Examples

      Community Initiatives 

      • Participation in industry trade associations within the digital marketing and advertising ecosystem to advance sustainability initiatives in the digital advertising sector.
      • In our Metaverse, the Safety Ambassadors program empowers users to promote safety and responsible gaming. In 2024, over 40,000 users worldwide took part in Safety Ambassador activities, helping to build trust and share safety knowledge. We also enhanced community documentation, giving players the tools to improve their gaming experience, develop skills, and engage positively. This included new safety content, reinforcing a secure and enjoyable space while promoting respect for community standards, the moderation system, and fellow players. Moreover, our Metaverse titles continued the partnership with nonprofit organisations focusing on internet safety. These organisations directly engage with players in our social games. Including local initiatives like HelpWanted in the Netherlands, Nettimummolam, Netari and PHKOPA in Finland.
      • Our metaverses are proud official supporters of the European Commission’s Safer Internet Day, a global initiative bringing together stakeholders to create a safer, better online space—especially for children and young people. This year, our Safer Internet activities focused on fighting cyberbullying, with 16,534 players worldwide taking part in the initiative. Additionally, over 17,000 people engaged with our safety content across our social media channels, reinforcing our commitment to a safer online community.

      Our inclusion and well-being

      Our vision around Inclusion and well-being incorporates the UN Sustainable Development Goal 10 Reduced Inequalities. Our objectives include incorporating an inclusive culture that refers to measures related to work culture and atmosphere in the workplace.

      Azerion fosters a welcoming workplace where employees feel valued, respected, and part of a diverse team. We promote mental and physical well-being, aiming for an inclusive and inspired workforce. Proud of our 58-nationality staff, we uphold equal opportunities regardless of identity, orientation, or background, with a clear diversity policy. These principles are reflected in our work culture and products, such as Metaverse titles, designed with inclusivity in mind across age, gender, ethnicity, and more. Feedback from diverse users drives continuous improvement, enhancing relevance and usability in a global market.

      Examples

      Our inclusion and well-being initiatives 

      • Inclusion and well being Examples Azerion’s ongoing involvement and sponsorship of the Dutch professional women’s football, including being the name partner of the Women’s Dutch League and launching in 2024 a new mobile application for the Azerion Women’s League. The League App enabled fans to follow live scores, purchase tickets, vote for the player of the match, make predictions, and engage with interactive games. This initiative reinforced Azerion’s commitment to digital innovation within the sports industry, enhancing fan engagement and accessibility to women’s football.
      • The Spanish gaming entity and the Spanish union UGT introduced an Equality Plan to foster an inclusive, fair, and respectful workplace. This strategic and operational framework enhances gender equality by improving management, leveraging talent, and aligning with local requirements. It covers anti-discrimination policies in hiring and promotions, work-life balance initiatives, and guidelines for preventing workplace harassment.
      • In our Metaverse, we prioritise diversity, equity, and inclusion, fostering a harmonious, innovative, and cooperative environment. We welcome inclusive characters, storylines, and settings. In 2024, we supported non-binary Hotel Hideaway avatars, provided LGBTQ+ flags, and hosted various supportive in-game events.
      • Our game community managers promote DEI year-round with interactive activities. For International Women’s Day, players joined a quiz on inspiring women, and 1,000+ users participated in a purple dress-up challenge. Our social media content reached 14,000 people, sparking discussions on diversity. We also host events for IDAHOT in May and Pride Month in June, reinforcing our commitment to inclusion and equality.

      Global reach, local expertise

      Contact us for any questions, to request a demo or to set up a meeting with one of our advertising specialists.

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