APAC youth engagement platform, TotallyAwesome, has partnered with in-game and video game monetisation platform, Bidstack, to help brands safely advertise to four- to 24-year olds.
The companies say the partnership, which combines Bidstack’s scale — serving more than 2 billion advertising requests across APAC every month — with TotallyAwesome’s platform designed for kids, Gen Z, and families offers brands an “unrivalled” chance to market to youths.
The partnership will work across mobile, PC, console, VR and cloud gaming platforms and combine Bidstack’s “best-in-class” advertising inventory and tech stack with TotallyAwesome’s proprietary research, “wealth” of youth marketing expertise, and data compliance and industry protocols.
“Considering how the industry has evolved in recent years, there’s such a timely opportunity for brands to connect at scale with young gamers in a safe and meaningful way,” said Gary Fung, regional gaming director, TotallyAwesome.
“But what’s vital is that brands know where online is appropriate for that age group and understand what truly motivates kids, teens and older Gen Z. At TotallyAwesome, our core mission is to support a safer online future for young people while enabling brands to connect with this multi-hundred billion dollar industry at scale – the latter point being one reason why we’re delighted to partner with Bidstack and the vast advertising inventory they have built up across all major gaming platforms.”
Bidstack’s SDK can be integrated by game developers, ensuring brand creatives are delivered into non-intrusive natural spaces within games. Bidstack’s inventory portfolio includes triple-A hits such as Football Manager (Sports Interactive), GRID (Codemasters), and Top Eleven (Nordeus).
“We’re really excited to be partnering with TotallyAwesome in APAC on their new gaming product. Integrating our in-game solutions into the TotallyPlay offering creates a new way for brands to reach younger audiences which is underpinned by TotallyAwesome’s proprietary research and expertise in marketing to youth audiences. Working with trusted partners like TotallyAwesome is a real validation of our solution, and we can’t wait to get this partnership underway,” said Lewis Sherlock, SVP, Programmatic, Bidstack.
TotallyPlay, which launched in July, is designed to provide a science-backed approach — informed by a resident practising child psychologist — with a focus on human interpretation, exclusive media partnerships, and brand safety. TotallyPlay can offer in-game marketing deployments, rewarded video in a mobile game, pre-rolls around popular gaming YouTubers, custom integrations within a virtual world, or in-stream placements during gaming tournaments.
