New gametech marketing company Livewire launches

Former Dentsu programmatic exec Indy Khabra has teamed up with gaming expert Brad Manuel to launch a gametech, entertainment and marketing offering, Livewire.

Livewire has launched across the APAC region, and will be an integrated and gaming-focused marketing business at its core.

Indy Khabra and Brad Manuel

The company will have two key areas of focus. Firstly, in-game and around game marketing, and secondly, programmatic marketing in gaming.

The former will see Livewire focus on adding value to the gaming experience by creating campaigns that utilise a deep knowledge of gaming culture, to ensure brands can reach consumers, without impacting the experience.

Meanwhile, Livewire will also use gametech and audience data extensively, with access to a range of programmatic assets providing quantifiable data and metrics while advertising around several gaming platforms.

Khabra, who served in multiple roles at Dentsu, said the company would help open up an audience of over 2.6 billion individuals to brands.

“The majority of which are between 16 and 40 years old and beginning to build long term awareness of, and relationship with, brands and products.

“What makes these consumers interesting to brands is that they engage with traditional media and marketing (TV, radio and out of home) at a much lower frequency than prior generations, earning the label of ‘cord cutters’ for their behaviour of opting out of traditional marketing and using subscriptions to avoid advertising.”

Manual, who has worked at MMG, Adelaide Football Club, and CanTeen Australia, said the launch of Livewire was a direct response to a desire for brands, who want to “talk to the next generation of consumers through the gaming ecosystem”, but who need expert advice on how to build integrated campaigns.

“The global eSports and games streaming industry will be worth $US3.5 billion by 2025; rising from $US2.1 billion in 2021,” he said.

“Livewire sits on the cutting edge of GameTech and marketing to create brand entry, evergreen solutions, and original content that are all based on deep data insights to engage consumers with brands.”

Upon launch, Livewire has flagged it will announce a range of exclusive and share IP that will be available across the global market, in the near future.

Manuel also revealed there are a range of partnerships with brands, gaming organisations and agencies, that have already been secured.


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