Singapore – Kid-centric digital advertising platform TotallyAwesome has recently launched its largest brand-safe gaming platform ‘TotallyPlay’ in Asia-Pacific, allowing brands and advertisers to connect with gamers in Singapore and in the region aged under 18.
Through the platform, it bridges the gap between greater content utility for brands and the experience of play with gamers through managed and programmatic offerings within specific youth audience segments.
TotallyPlay’s mission is to provide an unbiased and science-backed approach, with a focus on human interpretation, best-in-class exclusive media partnerships, and brand safety. Whether it’s a hand-selected in-game marketing deployment, rewarded video in a mobile game, pre-rolls on around popular gaming YouTubers, a custom integration within a virtual world, or an in-stream placement during a gaming tournament, the platform enables marketers to meaningfully connect with the industry.
TotallyPlay’s gaming platform is able to deliver the largest and best-in-class media supply across APAC without the need for third-party online data, giving marketers a platform to navigate industry sea changes such as Google’s plans to disable third-party cookies next year.
This supply includes safer advertising formats in-game, whether that’s in the form of an in-game banner and rewarded video formats, exclusive branded character skins, or even an official partnership with a brand or developer. Then, it’s about partnerships and collaborations with creators, influencers and other media around the game. And lastly, thinking beyond the game, it’s the partnerships and curated experiences with partners like official esports tournaments, athletes, or in forms of brand experiences built in other virtual environments.
Will Anstee, CEO of TotallyAwesome commented on the launch, “TotallyPlay is about providing the advertising backdrop for positive gameplay to thrive, collaborating with interested brands, and backed by media metrics to prove or disprove each channel’s effectiveness for their campaigns. In short, we’re the only agnostic player in the game, forgive the pun.”
He added, “Beyond creating highly curated age-appropriate, brand-safe environments, we’re fully invested in the mission to support a safer online future for under-18s and are fascinated by the future of gaming and the possibilities for safe and responsible gameplay to flourish. As we know the region’s biggest brands feel the same, our role is to connect them with this multi-hundred billion-dollar industry with meaning and utility at scale, with the best ROI their media dollars can buy. It’s now a no-brainer.”
