MKTG partners with LetsPlay.Live to target esports audiences
Dentsu’s sport-focused agency MKTG has announced a new partnership with Oceanic esports media company LetsPlay.Live (LPL) that will bring commercial opportunities in gaming and esports to Australia.
The partnership with MKTG is set to support LPL in assisting Australian brands reach the extensive and hard-to-reach audience that gaming and esports content attracts.
LPL have become market leaders in the esports space, with up to six days a week of content broadcast through Twitch and linear networks including Channel Seven.
They’ve also worked with major gaming publishers and brands in Australia including the National Rugby League through its League Royale: a Fortnite competition that took place during the 2019 NRL Grand Final.
LPL managing director, Duane Mutu, said: “LPL sees the tremendous value in partnering with a global leader in marketing and partnerships.”
“Gaming and esports are dominating the media market both locally in Australia and New Zealand and worldwide, and we are honoured that MKTG, and their parent company Dentsu Sports International, see the immense value in this industry and in LetsPlay. Live’s content.
“We are incredibly excited to bring esports and gaming marketing opportunities to Australian brands and to help support our regional ecosystem with their backing.”
With IGEA’s Digital Australia 2020 report showing that two-thirds of Australians play video games, the partnership will allow MKTG’s brand partners to reach Australia’s gaming and esports audience.
MKTG APAC managing director, Matt Connell
MKTG APAC managing director, Matt Connell, added: “There is no denying the power of esports and its growth in AUNZ and beyond.
“We could not be more excited to partner with LPL to introduce the incredibly powerful marketing opportunities that Duane and his team are delivering today that we believe are different to what the Australian market has seen.
“Together we are also excited to be working future strategic opportunities that we hope to be truly game-changing for the entire gaming industry in Australia.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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