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Gametech Livewire opens London office, appoints new directors to lead EMEA

Australia – Livewire, the global gaming marketing and gametech company, has officially launched its operation in EMEA, with its first office in London. This move comes after its launch in APAC six months ago,

The expansion aims to provide opportunities for brands who are understanding the importance of marketing to the gaming audience through a range of diverse opportunities, engaging a generation that is turning off traditional forms of media. 

Through this, Livewire will be able to provide gaming marketing and gametech solutions to EMEA brands and clients through the company’s experience, partnerships, and proprietary assets across research and insights, gaming strategy, esports, gaming talent, and in and around game advertising, as well as gaming audience solutions, and direct publisher opportunities.

Following this endeavor, Livewire has also announced the appointment of former Dentsu leads Luke Aldridge and Peter Jacobs as the new directors to lead the EMEA region. 

Aldridge and Jacobs the integrated gaming division DGame for global media agency Dentsu in London. They have a rich gaming and digital marketing experience, working with major clients including Kellogg’s and Mondelez. Both have delivered successful gaming campaigns for their roster of clients across gaming strategy, in-game advertising, talent, and esports.

Commenting on his appointment, Aldridge said that Livewire has a deep understanding of the entire gaming ecosystem and how to approach it like a marketer, which makes it exciting for him to join.

Meanwhile, Jacobs commented he is thrilled to join Livewire in helping marketers in EMEA navigate it successfully.

“We are now seeing some of the biggest brands in the world take advantage of the many opportunities gaming presents to engage audiences in unique and immersive ways. It is a complex and fascinating world – massive audiences, unparalleled engagement, and full of sub-cultures,” said Jacobs.

Indy Khabra and Brad Manuel, the co-founders of Livewire, shared that the opportunity and timing to launch Livewire EMEA with their first office in London allows them to bring their approach to clients in the region. 

They said, “Globally, gaming and esports is now a priority on the marketer’s agenda and brands are looking to form a holistic gaming strategy to connect with the next generation of consumers who are getting harder to reach through the typical media mix requiring expertise. Gaming and esports are growing exponentially across EMEA, and brands at the forefront of this trend will win in the attention economy.” 

“We’re excited that Luke and Pete will lead our EMEA expansion. They are experienced gaming marketers who understand the importance of gaming ecosystem strategy, coupled with great content and gametech,” Khabra and Manuel added. 

In August this year, Livewire has also 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.