‘We’re creating a powerful entry point for brands’: Livewire partners with game company Zynga
International gaming marketing company, Livewire, is officially partnering with American video game publisher and developer, Zynga, to help brands reach gamers.
Covering markets in Australia, New Zealand and the United Kingdom, the partnership melds Zynga’s reach – a web made up of players based in more than 170 countries and more than 6 billion downloads – with Livewire’s next-generation attention platform.
The move is expected to assist brands in engaging with audiences in the gaming space, via “rewarded video, playable ads, and custom integrations” that are all developed using data-centric advertising tools and targeted capabilities.
Livewire’s co-founder Brad Manuel weighed in on the partnership, calling it a “milestone” for the business.
“This exclusive partnership with Zynga marks a significant milestone in our mission to connect brands with gaming audiences at scale,” he said.
“By combining our unparalleled audience insights with Zynga’s extensive user base and cross-platform accessibility, we’re creating a powerful entry point for brands looking to make meaningful connections in the gaming space across the UK, Australia, and New Zealand markets.”
Gabrielle Heyman, vice president of global brand sales and partnerships at Zynga, also commented on the development. According to Heyman, mobile gaming is a new frontier for brands and media, and with a working relationship with Livewire, said brands are rewarded with a new opportunity to tap into the mobile gaming sector.
“Mobile gaming has emerged as the premiere media channel, connecting brands with their target audience through immersive and interactive experiences,” she explained.
“We’re thrilled to be partnering with Livewire to unlock this unparalleled opportunity for brands looking to tap into the highly engaged players found across our vast portfolio of mobile games.”
First entering the market in 2007, Zynga’s portfolio contains a plethora of significant franchises, including (but not limited to) Star Wars, Harry Potter: Puzzles & Spells, and Game of Thrones Legends.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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