eBay Australia is building on the local debut of eBay Live with a new gaming-led campaign targeting fandom and collectables culture.
Launched in partnership with dentsu, the integrated campaign spotlights eBay’s live shopping experience and is designed to drive excitement around community-led commerce.
The campaign is rolling out across YouTube, TikTok and Meta, reinforcing the idea that shopping on eBay Live is as much about participation as it is purchase.
The latest phase, powered by Livewire, launched in the lead-up to Star Wars Day on 4 May, connecting eBay with gaming and fandom communities.
The partnership introduces a series of eBay Live shopping events hosted by creators and special guests, with real-time auctions showcasing personal items and sought-after collectables.
Alaister Low, Country Manager of eBay Live Australia, said the campaign taps into communities where collectables carry deeper meaning.
“By partnering with trusted gaming creators, eBay Live is tapping into highly engaged communities where collectables aren’t just products, but cultural currency.
“It’s driving strong participation and more authentic, community-led shopping experiences, creating real excitement around live auctions.”
Dentsu on the campaign
Flo Horwich, Content and Partnerships Director at dentsu, said the campaign brings together platform behaviour, talent and user culture.
“They’re also fluent in live, interactive formats like streams, drops and auctions.
“eBay Live builds on these familiar behaviours, placing shopping at the centre while interaction enhances discovery and intent to purchase.”
Horwich said eBay Live reflects how these audiences already consume content.
“With eBay Live designed as a shopping-first experience that reflects how these audiences already consume content, it becomes a natural next step in their online behaviour – enabling them to move seamlessly from watching and engaging to buying in real time.”
Livewire on gaming communities
Adam Fischer, General Manager, APAC at Livewire, said the campaign works because it is built around existing gaming behaviours.
“Gamers are a culturally fluent, highly engaged audience already accustomed to shopping and participating live.
“This campaign with eBay Live shows what’s possible when brands build around those behaviours—pairing trusted creators with real-time auctions to deliver a moment that feels native to gaming, because it is.”
Creator-led auctions
Following the Star Wars-themed stream featuring Walkman, Bombastic and eBay Live seller The Hobby, the campaign will continue with a slate of talent-led shopping events.
A pop culture-themed auction will take place on 28 May, hosted by Bajo and featuring Bubbell. On 25 June, eBay Live will host a dedicated Pokémon and Magic: The Gathering-themed shopping event, hosted by Bajo and featuring gaming creator Lachlan Power.
Power has built a global audience through Fortnite content and live streaming, making him a fit for eBay Live’s interactive, community-driven shopping format.
Top image: eBay Australia