Livewire and Activision Blizzard Media announce exclusive partnership in ANZ


• The partnership allows brands and marketers to engage with ANZ’s largest mobile gaming audiences

Livewire and Activision Blizzard Media have announced their exclusive partnership to enable brands to authentically engage the mobile gaming audience across ANZ.

The partnership will provide brands and marketers with the ability to engage ANZ’s largest mobile gaming audiences, through blended in-game ads and custom creative executions.

The daily average play time for mobile games within ANZ is 20 minutes per day, a testament to the consistency and attention of the mobile gaming audience.

Livewire, a global gaming marketing and game tech company, creates experiences and integrated marketing strategies for the gaming audience using gaming publishers, talent, digital platforms, and emerging technology.

Activision Blizzard Media connects brands and players with fan-first integrated advertising experiences across gaming and esports.

Brad Manuel and Indy Khabra, co-founders of Livewire said: “Through our exclusive partnership, we look forward to reaching new audiences through mobile games like Candy Crush Saga and demonstrating the power of AAA mobile in-game advertising. Livewire reaches the entire spectrum of gaming audiences demystifying any bias.”

Alex Kinzig, director of demand partnerships, Activision Blizzard Media, said: “We’re excited to be partnering with Livewire to expand our footprint in the Australian and New Zealand markets and provide more opportunities for brands to reach a highly-engaged and leaned-in audience by integrating in our premium mobile titles such as Candy Crush Saga.”

This comes after Livewire announced its exclusive partnership with Anzu in March.

See also: Livewire and Anzu partner to bring AAA console game inventory to APAC advertisers

APAC advertisers will be able to run their non-disruptive in-game banner and video ads within AAA console games because of the partnership between the global gametech and gaming marketing company and the advanced in-game advertising platform.

The partnership with Anzu, the in-game advertising solution, first began in January when the two companies partnered to help APAC advertisers reach players in Roblox.

With 1.4 billion gamers in APAC, expected to grow to 1.8 billion by 2024, advertisers running their campaigns in premium titles have a unique opportunity to place themselves in front of this large and diverse audience. The APAC games market is also estimated to grow by over 10% annually with a total market cap of USD $708.3bn (£543bn) by 2026, this lucrative region has plenty of demand up for grabs.

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