Aussie Gametech Company Livewire Expands to US and DACH

Gaming marketing and gametech company Livewire has expanded into the US and DACH (Germany, Austria and Switzerland) markets (lead image: Scott Linzer).

The growth follows a recent Series A funding round and partnerships with multinational global advertising agencies and brands.

Despite being only 18 months old, Livewire is active in four markets, with teams in Mumbai, Singapore, London, and across Australia.

The company has also brought Scott Linzer on board as head of Livewire, North America. Linzer has more than 20 years’ media and sales experience in senior leadership agency, with a recent leadership roles at Frameplay, where he was the senior vice president of global business development overseeing sales and partnerships for the in-game advertising startup.

Linzer said: “In the US, gaming has become a mainstream form of entertainment and Newzoo has ranked the US as the second largest global market with 197.16 million gamers recorded in 2022, and the sector valued at $47.62 billion. It’s an exciting time to be entering a business such as Livewire to really dominate and leverage a highly influential sector.”

Frank Sueltmann has joined as head of Livewire, DACH. Sueltmann has 21 years’ experience in the digital economy focusing on advertising, audience targeting, advertising effectiveness, technology and data, with senior roles at the likes of Nielsen Online, where he focused on audience measurement and effectiveness.

Sueltmann said: “It’s an exciting proposition to bring such an innovative company like Livewire into our markets to gain traction in the gaming marketing space. In Germany alone, the gaming market is worth 10 billion Euros, with 50 per cent of adults playing mobile games, so there is an increasing appetite in this space with endless potential. With my extensive background in business development and new opportunities, I see Livewire as providing an offering that will be a gamechanger for brands seeking big results.”

Livewire has secured recent partnerships with the National Basketball League on the NBA 2K League team – NBL Oz Gaming, and Uber Eats.

Livewire Co-Founders and Co-CEOs, Indy Khabra and Brad Manuel said these partnerships were indicative of high global demand, hence launching the new offices.

“What we’ve seen in such a short time is that advertisers from around the world want to move past traditional methods of advertising and reach audiences in different ways. Our expansion into the US and DACH markets opens opportunities for current partners to expand their scope and new partners to engage the gaming audience before they are left behind. Both Scott and Frank come with decades of experience in their respective markets and will be instrumental in seamlessly building and executing gaming strategies with maximum results.”

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