New gametech marketing company Livewire launches in APAC


Australia – Livewire, a new global company that focuses on game technology, entertainment, and marketing, has recently launched in the Asia Pacific (APAC) region.

Former dentsu international’s Regional Managing Director for ANZ Indy Khabra has joined forces with former Misfits Management Group’s (MMG) Chief Commercial Officer and gaming expert Brad Manuel to create Livewire, leveraging their global relationships and experiences, previously working with several companies such as Microsoft, Disney, American Express, L’Oreal, Universal Pictures, Epic Games, and Samsung, as well as a range of sporting organizations and bodies.

Livewire has two key focuses to position itself in the gametech, entertainment, and marketing ecosystem; firstly, on in-game and around game marketing, creating campaigns to add value to the gamers’ experience. This way, the brands will be able to reach consumers during their hobbies and passions, without changing the gaming experience, and secondly, programmatic marketing in gaming. 

Livewire will use gametech and audience data to help brands connect with consumers while they are leaning in and actively engaged in their passion points.

Khabra commented that globally, gaming offers a variety of brands access to over 2.6 billion consumers, saying that the majority of which are between 16 and 40 years old and beginning to build long-term awareness of, and relationships with brands and products.

“What makes these consumers interesting to brands is that they engage with traditional media and marketing at a much lower frequency than prior generations, earning the label of ‘cord cutters’ for their behavior of opting out of traditional marketing and using subscriptions to avoid advertising,” added Khabra.

Meanwhile, Manuel acknowledges that gaming is rapidly growing domestically and globally, saying that many brands are eager to talk to the next generation of consumers through the gaming ecosystem but require expert advice on how to build truly integrated gaming campaigns that deliver results.

“The global eSports and games streaming industry will be worth $US3.5 billion by 2025; rising from $US2.1 billion in 2021. Livewire sits on the cutting edge of GameTech and marketing to create a brand entry, evergreen solutions, and original content that is all based on deep data insights to engage consumers with brands,” said Manuel.

During the coming weeks, Livewire will announce a range of exclusive and shared IP that will be available across the global market, while building partnerships with brands and demonstrating the effectiveness of programmatic marketing in gaming.

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