TotallyAwesome unveils gaming platform TotallyPlay, for brands to engage with under-18 gamers
TotallyAwesome, one of Australia’s digital advertising networks for Gen Z and families, is launching TotallyPlay, a gaming platform that enables brands and advertisers to connect with the region’s estimated 450+ million gamers aged under 18 without the need for third-party online data.
TotallyPlay said it will deliver the largest media supply in the region through managed and programmatic offerings within specific youth audience segments across in-game, around the game, and beyond the game formats.
Informed by a resident practicing psychologist, and combining human moderators – including teenagers – with AI-based solutions, TotallyPlay will provide an unbiased and science-backed approach with a focus on human interpretation, best-in-class exclusive media partnerships, and brand safety.
TotallyAwesome AUNZ managing director, James Sawyer, commented: “There has been huge growth in the gaming industry over the last few years which is driving significant change and disruption within the media landscape.
“As the gaming audience shifts from niche to mainstream, brands are seeking new ways to reach consumers in, around, and away from the game. However, brand safety and compliance issues have traditionally made it daunting for brands to connect with the influential under-18 Gen Z audience in a gaming environment. The introduction of TotallyPlay will transform this and empower brands to enter the gaming arena in a responsible and compliant way, delivering a positive play experience and valuable marketing outcomes.”
TotallyPlay will offer safer advertising formats in-game – including banners, rewarded video, exclusive branded character skins, or official partnerships with a brand and developer; around the game – via partnerships and collaborations with creators, influencers, and other media; and beyond the game – via partnerships and curated experiences with partners like official eSports tournaments, athletes, or in forms of brand experiences built in other virtual environments. The platform aims to bridge the gap between greater content utility for brands and the experience of play for gamers.
TotallyAwesome CEO, Will Anstee, added: “Beyond creating highly curated age-appropriate, brand-safe environments, we’re fully invested to support a safer online future for under-18s, and are fascinated by the future of gaming and the possibilities for safe and responsible gameplay to flourish. As we know the region’s biggest brands feel the same, our role is to connect them with this multi-hundred billion-dollar industry with meaning and utility at scale, with the best ROI their media dollars can buy.”
TotallyPlay is compliant with both COPPA and GDPR data privacy guidelines and regulations and is a member of the kidSAFE Seal Program. The company follows the most advanced Government regulations protecting kids’ data and privacy, and its resident practicing psychologist advises on what is age-appropriate, helping shape its products and develop bespoke research solutions.
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