Twitch Partners With GroupM For APAC First

GroupM and Twitch have announced an industry-leading partnership. For the first time in APAC, Twitch is partnering with an agency network, where the collaboration will enable brands and advertisers across the Asia Pacific region to access unique insights into the popular video live streaming service’s diverse audiences.

Twitch’s global community sees millions of people coming together live every day to create, interact with, and consume content. Providing content options beyond gaming, Twitch is at the forefront of live entertainment and features content that is relevant to audiences in this region, such as music and art.

The partnership with Twitch will not only empower GroupM with in-depth streaming knowledge and tools to help brands, but will also enable a seamless experience working with Twitch as a platform to reach millions of gaming, music and art audiences.

GroupM’s clients will enjoy access to insights on Twitch audiences in a fragmented Asia-Pacific region that stream Alpha, Beta and Early Access games, as well as access to Twitch CTV (connected TV) inventory.

The partnership also gives GroupM’s clients access to Twitch’s innovative solutions – which offers a full suite of services from ideation to production, for bespoke ads and experiences.

Additionally, GroupM and Twitch will co-author a playbook that is designed to help FMCG advertisers target gaming audiences across Asia-Pacific, to be launched this year.

John Miskelly (main photo), APAC investment director, GroupM, said: “At GroupM, we are focused on building our gaming expertise. Asia-Pacific is made of vibrant communities – especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences.

“We’re excited to collaborate with Twitch, and we are committed to making smarter gaming decisions for our clients based on Twitch’s unique audience insights.”

Sunil Yadav, head of agency development at Twitch, added, “Twitch is excited to partner with institutions that create significant impact and GroupM’s razor focus on high-quality engagement for brands makes them an ideal partner for us.

“With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared live experiences, we are confident that GroupM will be able to deliver strong consumer experiences with our insights.”

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GroupM John Miskelly Sunil Yadav Twitch