Foxtel Media and Livewire, the global leader in gaming marketing, have formed a multi-year strategic partnership designed to unlock the world of video gaming for Australian brands.
With gaming sitting at the intersection of sport, entertainment and culture, the partnership is focused on realising the full potential of this convergence by helping brands engage audiences through immersive, innovative, and high-impact gaming activations.
The partnership will see Foxtel Media’s audience segments ‘Characters’ integrated into the Livewire environment, creating new opportunities for advertisers to connect with fast-growing gaming audiences in virtual environments such as Roblox.
Sharing the news at the Foxtel Media Upfronts, Foxtel CEO Mark Frain commented, “The lines between traditional sports and gaming are blurring fast. Gaming is no longer just the domain of hardcore players, it’s a mainstream cultural force, drawing millions through live events, celebrity streamers, and global tournaments. Our access to new and innovative game formats is a prime example of the new frontiers we’ll be exploring in 2026 and beyond. These are the audiences of today.
“We’re excited to be entering into an innovative partnership with Livewire, a true leader in the space, to help brands deepen their connection with an audience that’s young, loyal, and deeply engaged.”
Gamer.ID
As part of the partnership, Foxtel Media and Livewire will also establish a market-first data collaboration powered by Gamer.ID, Livewire’s privacy-safe and fully compliant identity solution for gaming audiences. This environment will support advertising campaign rollouts across online gaming by leveraging consented data collected through SDKs, APIs, and active campaign engagement.
Gamer.ID will anonymise, encrypt, and unify these data signals to build precise, cross-platform gamer profiles, ensuring full compliance with GDPR, CCPA, and global privacy regulations. The result is a secure, high-fidelity audience targeting capability that enables brands to activate with confidence across the gaming ecosystem.
The partnership will also see Foxtel Media extend the Kayo SPORTS brand into the virtual world with Kayo SPORTS Stadium on Roblox, a multi-sports experience built to unlock family co-playing. Roblox is the leading virtual world for brand activations, and is growing its audience by 21 per cent every year, with 380 million users spending 6 billion hours on the platform each month.
Virtual activations
Powered by Livewire’s expertise in virtual world activations, Kayo SPORTS Stadium will present partnership opportunities for Australian and international sports to enter Roblox, while creating exciting new branding and advertising formats. Come February 2026, Australians can enter the game online and participate in code-aligned mini-games, or even interact with their favourite sporting personalities live.
Indy Khabra, Co-Founder and Co-CEO, Livewire, said: “Our research has shown gaming is a joint-family activity with parents and their kids gaming together on weekends and evenings. By partnering with Foxtel Media, we will bring major Australian sporting moments into the virtual world and create huge opportunities for brands to reach gaming audiences with timely, relevant and highly effective opportunities. Collaborating within GamerID, we offer advertisers a safe, compliant, and highly precise way to reach gaming audiences across platforms. From talent amplification to deep ingame integrations – the potential for innovation is endless.
Mark Frain added: “Through this unique partnership we are firstly extending the reach of our existing platform to our advertising partners to help reach highly engaged, premium gaming audiences using Foxtel Media Characters. But beyond this, we are opening up an entire new virtual world of possibilities in Roblox. It’s a fantastic example of how we are inviting the industry to enter the game and explore the future of advertising.”
