Six weeks after its launch, sports content platform PlayersVoice is winning the hearts and minds of consumers and brands.

Established as a platform for rich and raw first-person sports storytelling, PlayersVoice has created an environment where elite sportspeople feel comfortable sharing their thoughts, hopes, dreams and fears, shining a light on ‘The Human Behind the Headline’.

Challenging digital display and programmatic models, PlayersVoice is aligning brand campaign goals for partners such as Virgin Australia, Yellow Brick Road and GoSwitch with content themes aimed at delivering relevance and context to an audience in a heightened state of receptivity.

PlayersVoice sales director Adam Ireland said the no traditional display approach is improving the way key campaign messages are shared and received by audiences in a non-intrusive manner.

“Developed with user experience and brand impact in mind, we launched the platform after speaking with brands about the gap between today’s traditional display and mobile offerings, and their real business objectives,” he said.

“Brands now become part of an experience that draw audiences in. Engagement time per story is almost five times longer than the norm – PlayersVoice users spend an average of six minutes and 24 seconds per story compared to the industry standard of one minute and 40 seconds.”

Yellow Brick Road’s chief commercial officer, Scott Graham, believes the PlayersVoice platform is a game-changer, providing the opportunity to connect with audiences in a way that wasn’t previously possible.

“PlayersVoice users are engaging with our brand for minutes not seconds, which creates a significant opportunity for us to deliver our campaign messaging,” he said.

“It’s a pure user and brand experience, aligned with our purpose of helping Australians on the road to their hopes and dreams.”

PlayersVoice also has an exclusive commercial partnership with sports and lifestyle marketing business MKTG, who are managing brand partnership opportunities for the platform.

Matt Connell, managing director of MKTG Australia, said PlayersVoice has delivered on its promise of changing the game in sports content and publishing.

“Our strategic and commercial partnership is about delivering a unique and strategically-led digital marketing solution for brands in a completely safe and premium environment,” he said.