Livewire launches London office, hires ex-Dentsu talent

Livewire, a gametech marketing company launched in Australia six months ago, has announced it is expanding into Europe and Middle East Africa (EMEA) with the opening of its London office.

Livewire has hired ex-Dentsu DGame leads Luke Aldridge and Peter Jacobs as directors to lead the EMEA region.

Livewire’s logo

Livewire co-founders Indy Khabra and Brad Manuel commented: “The opportunity and timing to launch Livewire EMEA with our first office in London allows us to bring our approach to clients in the region. Globally, gaming and esports is now a priority on the marketer’s agenda and brands are looking to form a holistic gaming strategy to connect with the next generation of consumers who are getting harder to reach through the typical media mix requiring expertise. Gaming and esports are growing exponentially across EMEA, and brands at the forefront of this trend will win in the attention economy.”

Aldridge said: “What Indy and Brad have built in such a short space of time with Livewire is remarkable. They have a deep understanding of the entire gaming ecosystem and how to approach it as a marketer. It’s tremendously exciting to join forces with them at this stage in their journey, building on the successes they have had in APAC to deliver value and innovation to brands across EMEA.”

Jacobs added: “We are now seeing some of the biggest brands in the world take advantage of the many opportunities gaming presents to engage audiences in unique and immersive ways. It is a complex and fascinating world – massive audiences, unparalleled engagement, and full of sub-cultures. We’re thrilled to join Indy & Brad in helping marketers in EMEA navigate it successfully.”


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