Livewire Debuts Gaming Insights and Audience Solutions

Game technology, entertainment and marketing specialist Livewire has launched a suite of gaming insights and audience solutions for Australia and New Zealand, driven by a partnership with audience database firm HYP.

Launched earlier this year by former dentsu ANZ Regional MD Indy Khabra and former MMG Chief Commercial Officer Brad Manuel, Livewire focuses on in-game and 'around game' marketing, to enable brands to reach consumers without changing the gaming experience. Its new suite of 'gametech' solutions has been developed to enable customers to access planning, insights and measurement tools, while activating gaming audience segments in the ANZ region.

The first, 'Gaming Audiences by Livewire', uses HYP's combination of two million pre-set variables and advanced machine learning, to give Livewire clients gaming and esports audience insights analysed by location, behaviour, age, gender, income, retail expenditure and household type. The suite also includes Gaming & Esports Research Reports, and real-time measurement and insights through the 'Gaming Maturity Index'. According to the firm, these new capabilities help marketers and agencies better understand gaming and esports audience personas with 100% cookie-free, privacy compliant and opt-in device-only data.

Khabra comments: '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'.

Web site: www.livewire.group .