Livewire adds in-game advertising via new Frameplay partnership

Brad Manuel and Indy Khabra’s new gametech, entertainment and marketing company Livewire has announced a new partnership with in-game advertising business Frameplay.

Livewire launched across the APAC region in March, and will now offer Frameplay’s advertising inventory to marketers and brands at a preferred partner rate, under the terms of the agreement.

The service will be offered exclusively to advertisers in the APAC region, including Australia and New Zealand, and aims to assist brands interested in buying strategic in-game advertising as an effective cookieless alternative.

The partnership will give Livewire clients access to over 190 million daily impressions and “premium” game inventory across millions of mobile, PC, and console devices.

Livewire focuses on two key areas for brands, in-game and around game marketing, and programmatic marketing in gaming. It uses these areas of focus to create integrated gaming marketing strategies for brands across the entire gaming ecosystem.

Frameplay senior vice president of business development, Scott Linzer, said since launching its product in 2020, “several influential global brands, including Progressive, Pizza Hut, and Energizer, have experienced the brand lift benefits of intrinsic, in-game advertising with Frameplay”.

“We are excited to bring this same opportunity to APAC advertisers through our strategic partnership with Livewire, who is a leading global gaming marketing company for brands.”

Co-founder and CEO, Indy Khabra, said the new partnership will allow Livewire provide insights into diverse game communities in a strategically important region.

“The region is a very important market strategically, especially for mobile gaming and it’s great to be launching with premium game inventory.

Khabra said Frameplay will assist Livewire to provide inventory that is highly measurable for marketers.

“The partnership with Frameplay works side by side with Livewire’s vision to meet the growing demand for inventory that is brand safe, viewable and unintrusive to the next generation of consumers, while being highly measurable for marketers.”


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