GroupM and Twitch seek to connect advertisers to gamers in APAC

WPP’s GroupM and Twitch have today entered into a partnership for the first time in APAC where the collaboration will enable brands and advertisers across the region to access insights into the video live streaming service’s audiences.

GroupM’s clients will have access these insights in a fragmented Asia-Pacific region that stream Alpha, Beta and Early Access games, as well as access to Twitch CTV (connected TV) inventory.

The partnership also gives GroupM’s clients access to Twitch’s full suite of services from ideation to production, for bespoke ads and experiences.

Additionally, GroupM and Twitch will co-author a playbook that is designed to assist FMCG advertisers target gaming audiences across Asia-Pacific, to be launched this year.

The partnership with Twitch will not only work with GroupM on streaming knowledge and tools, but will also enable a seamless experience working with Twitch as a platform to reach millions of gaming, music and art audiences.

Gaming was one of the bright spots for the entertainment and media sector during the onset of the pandemic, according to PwC’s latest Australian Entertainment and Media Outlook.

Total interactive gaming and esports revenues, which rose by 7.2% in 2020 to $3.41 billion, are expected to grow at a 7.5% CAGR based on the midpoint forecast scenario through to 2025.

In July, a new report from InMobi, ‘Everyone’s Gaming Among Us’ found that Australia has experienced a gaming boom during 2020, with a significant increase in both numbers of users playing online, and overall usage.

GroupM, APAC investment director, John Miskelly, commented: “At GroupM, we are focused on building our gaming expertise. Asia-Pacific is made of vibrant communities – especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences. We’re excited to collaborate with Twitch, and we are committed to making smarter gaming decisions for our clients based on Twitch’s unique audience insights.”

Twitch, head of agency development, Sunil Yadav, added: “Twitch is excited to partner with institutions that create significant impact and GroupM’s razor focus on high quality engagement for brands makes them an ideal partner for us. With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared live experiences, we are confident that GroupM will be able to deliver strong consumer experiences with our insights.”


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