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AU-based gametech Livewire unveils new gaming audience, insights solutions

Australia – The global game technology, entertainment, and marketing company, Livewire, has just announced the launch of its new ‘Gaming Audiences by Livewire’, a new suite of gametech solutions that helps customers access end-to-end planning, insights, and measurement tools, activating unique gaming audience segments in ANZ.

Following this endeavor, the company has also announced its partnership with HYP, the audience database for unparalleled rigor around targeting and analytics across all screens in Australia. It deems to be the simplest platform for most complex decisions. HYP also supports marketers in their quest to understand, identify, and connect within the digital economy.

Livewire’s new gametech solutions aim to make the complex task of applying data and insights for marketing more approachable holistically to help marketers and agencies better understand gaming and esports audience personas with 100% cookie-free, privacy compliant, and opt-in devices-only data.

The new solutions include ‘Gaming & Esports Research Reports’, which helps marketers understand how gaming is relevant to their vertical with defined gamer consumer segments at both digital audience segment and insights and research levels.

Meanwhile, the ‘Gaming Audiences by Livewire’ solution is to match gamer consumer segments and research to brands in and out of the gaming industry and create digital audience segments to be activated against all relevant DSPs and SSPs, across all screens in ANZ. And lastly, the ‘Real-Time Measurement and Insights’ solution, which measures activations and cross-device campaigns with the proprietary Gaming Maturity Index (GMI) and reporting on metrics such as in-flight sentiment and engagement index.

Indy Khabra, Livewire’s CEO and co-founder, commented that they are passionate about helping marketers connect with consumers through gametech and gaming marketing, and they are especially excited to launch the new solutions helping brands and agencies better engage their target audience.

“With the launch of our new gametech solutions, we now offer customers a compliant and brand-safe option to define, understand, match and activate gaming audiences. This is the first release from our product roadmap with more gametech solutions in development as we continue to add value to the gaming and esports ecosystem with a focus on MobileAR, VR, and the Metaverse,” said Khabra.

Meanwhile, Yun Yip, HYP’s managing director for APAC, believes that the synergies between the two Australian startup companies bring an exciting new level of connection to this hard-to-reach audience in an emerging and expanding part of the industry.

“Our mission to make complex decisions simple for marketers and agencies adds further fuel to Livewire’s gametech solutions by leveraging HYP’s technology and unparalleled rigor for targeting and analytics across all screens,” said Yip.

Livewire said that the new ‘Gaming Audiences by Livewire’ leverages HYP’s combination of two million pre-set variables and advanced machine learning, giving Livewire customers access to location, behavior, age, gender, income, and retail expenditure, as well as household type gaming and esports audience insights.

Just recently, Livewire has announced that it is entering a global partnership with esports company GAMURS Group, encompassing the markets of Europe, Middle East, and the Asia-Pacific. Through the partnership, Livewire clients will be able to leverage the GAMURS Group’s audience of over 100 million unique fans across its portfolio of websites and social media profiles.