Australia – In-game advertising platform Frameplay has partnered with Livewire, the global game technology, entertainment, and marketing company, to provide in-game inventory to marketers across the APAC region.
The partnership will see Livewire offering Frameplay’s advertising inventory to the market at a preferred partner rate, helping brands expand their audience through buying strategic in-game advertising, which is an effective cookieless alternative. It will also enable advanced insights into diverse gaming communities at scale.
Livewire will be offering the exclusive inventory to advertisers in Australia, New Zealand, Singapore, Indonesia, and Malaysia, as well as the Philippines, and India, among others, allowing brand exposure to targeted geographic or global audiences. Furthermore, the partnership with Frameplay enables Livewire clients to have access to over 190 million daily impressions and premium game inventory across millions of mobile, PC, and console devices.
According to Scott Linzer, the senior vice president of business development at Frameplay, the platform’s product launching in 2020 allowed several global brands like Pizza Hut and Energizer to experience their brand lift benefits.
“We are excited to bring this same opportunity to APAC advertisers through our strategic partnership with Livewire, which is a leading global gaming marketing company for brands,” said Linzer.
Indy Khabra, the co-founder and CEO at Livewire, commented that they are thrilled to add Frameplay as an exclusive partner to their growing gaming client base and extend Livewire’s APAC footprint as a leading game technology company.
“The region is a very important market strategically, especially for mobile gaming and it’s great to be launching with the premium game inventory. The partnership with Frameplay works side by side with Livewire’s vision to meet the growing demand for inventory that is brand safe, viewable, and unintrusive to the next generation of consumers, while still being highly measurable for brands and marketers,” said Khabra.
