Australia – Gametech Livewire has appointed Alexander Southwick as its head of social for Asia-Pacific. In this new role, Southwick will be prioritising launching Livewire’s social offering, adding new services to the gametech companies set of brand solutions connecting the gaming ecosystem and audience for marketers.
He moves from agency Bastion Amplify, where he held the social accounts for client Microsoft XBox. During that stint, he drove engagement and community growth for the client brand in JAPAC for the last 4 years. His other stint include being the social strategy lead at dentsu agency Carat, where he worked with brands such as Woolworths, Mastercard, David Jones and Microsoft.
Southwick has over a decade of experience working in social media for brands, publishers and agencies. In addition, he is a specialist in social media marketing, online advertising and project management, where he delivered multiple cross-market campaigns that have helped engage fans locally and abroad, whilst delivering measurable brand growth.
Speaking about his appointment, he said, “There has never been a better time to be a gamer than now, as more brands begin to develop their gaming strategies, I can’t think of a better time to be joining the team at Livewire. Building a social offering designed to service brands and gaming publishers across APAC is a challenge I can’t wait to tackle.”
Meanwhile, Livewire Co-founders Indy Khabra and Brad Manuel are excited for Southwick to join Livewire as they continue building their presence in the region.
“Xander is a respected leader in APAC across the gaming community and we’re ecstatic to have him lead our social products across the region, adding a subject matter expert to Livewire,” Manuel said.
Khabra commented, “Livewire is focused on creating market leading products across our gaming marketing and gametech offering, Xander’s strong platform knowledge and partnerships will make [an] immediate impact to our clients pushing the boundaries of what is possible in social gaming.”
Southwick’s appointment comes after Livewire has appointed senior leaders for their ANZ market, as well as leaders for their EMEA market and London office. Livewire has also announced ties with Anzu for in-game advertising in Roblox, and with AudioMob for in-game audio ads platform.