Livewire Launches New Audience & Insights Solutions

Livewire Launches New Audience & Insights Solutions
B&T Magazine
Edited by B&T Magazine



Gametech and Gaming Marketing company Livewire has announced the launch of its new audience and insights solutions.

Livewire, a gametech and gaming marketing company helping brands and marketers gain entry into the most exciting sector within entertainment and media, is pleased to announce a suite of new gametech solutions.

Customers can now access end to end planning, insights and measurement tools, activating unique gaming audience segments in ANZ. “Gaming Audiences by Livewire” leverages HYP’s combination of 2 million pre-set variables and advanced machine learning.

Giving Livewire customers access to (including but not limited to) location, behaviour, age, gender, income, retail expenditure and household type gaming and esports audience insights.

From planning to targeting to measurement and analysis, these new capabilities help marketers and agencies better understand gaming and esports audience personas with 100 per cent cookie-free, privacy compliant and opt-in devices-only data.

Indy Khabra (main photo), Livewire co-founder and CEO, said: “We’re passionate about helping marketers connect with consumers through gametech and gaming marketing, we’re especially excited to launch our 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.”

Additionally, Livewire is announcing its technology partnership with HYP, Australia’s largest audience database for unparalleled rigor around targeting and analytics across all screens.

Known as the simplest platform for most complex decisions, HYP supports marketers in their quest to understand, identify and connect within the digital economy.

Yun Yip, managing director, APAC at HYP, said:  “The synergies between our two Australian startup companies bring an exciting new level of connection to this hard to reach audience, in an emerging and expanding part of our 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 rigour for targeting and analytics across all screens.”

The data-led approach is aiming to improve marketer’s confidence to participate in the gaming opportunity with Livewire’s gametech solutions and increasing the portfolio of platform partners.

The suite of new Livewire gametech solutions includes:

  • Gaming & Esports Research Reports: marketers can now understand how gaming is relevant to their vertical with defined gamer consumer segments at both digital audience segment and insights and research levels.
  • “Gaming Audiences by Livewire” – Proprietary Gaming Personas & Audience Segments: 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 (imminent rollout in APAC).
  • Real-Time Measurement and Insights: Measure activations and cross-device campaigns with our proprietary Gaming Maturity Index (GMI) and reporting on metrics such as in-flight sentiment and engagement index.

With the launch of these new GameTech solutions, Livewire aims to make the complex task of applying data and insights for marketing more approachable holistically to help brands and agencies successfully enter the gaming ecosystem.




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