Marketing Featured Southeast Asia

PH esports firm Tier One to launch in-game ads via partnership with Admazing Co.

Manila, Philippines – Tier One Entertainment, Philippine-based esports entertainment company for SEA, has partnered with global in-game advertising channel Admazing Co., to launch its in-game advertising service.

Admazing Co.’s proposition is offering retention of the brand to its target audience segments, citing its high games inventory and a strong penetration from the Gen Z’s and millennials as well as from Gen A’s, which is the demographic said to come after the Gen Z’s and those born in the 21st century.

The partnership will enable Tier One Entertainment to access Admazing Co.’s games inventory for its brand partners. It has also earned the right to cater Admazing Co. within the SEA region.

According to global technology research and advisory company Technavio, the in-game advertising market is expected to grow by US$11b in 2024. This growth is driven by the increasing popularity of mobile gaming, the growing adoption of smartphones, and the increasing availability of high-speed internet. 

With this, Tier One Entertainment believes that adding in-game advertising to its core advertising services is essential to strengthen its gaming ecosystem, as well as push further its dominance in the mobile gaming industry with its esports team, Blacklist International.

Tier One Entertainment’s Chief Commercial Officer Joanne Llavore commented that this partnership with Admazing Co. enables Tier One Entertainment to close the loop in terms of serving the advertising needs of brands, and their ultimate goal is to provide clients with solutions to efficiently penetrate the hard to reach Millennials and Gen Z audiences.

“Admazing Co. is a superior platform because it is the only one that has a direct connection to game developers hence, providing premium inventory. We are fortunate and glad to have a truly top-tier partner like Admazing Co.,” said Llavore.

Meanwhile, Edward Castillo, the managing director at Admazing Co., said that they recognized Tier One’s expertise in the gaming industry and they are especially proud of this collaboration because it highlights how they are working together to change the advertising era through mobile game advertising, and help build the next generation audience experience in a brand-safe environment. 

“This partnership also represents a major milestone in the growth of Mobile Gaming as an effective territory in the region,” added Castillo.