GroupM and Twitch have partnered to allow advertisers to reach gamers in the APAC region.
The tie-up is the first time in the region Twitch has partnered with an agency network to allow brands and advertisers to access unique insights into the livestreaming service’s audiences.
As part of the deal, GroupM will gain in-depth streaming knowledge and tools to help brands and also enable a seamless experience working with Twitch as a platform to reach millions of gaming, music, and art audiences.
GroupM’s clients will have access to insights on Twitch audiences in the region that stream Alpha, Beta and Early Access games, as well as access to Twitch CTV inventory.
The partnership also gives GroupM’s clients access to Twitch’s innovative solutions which offers a full suite of services from ideation to production, for bespoke ads and experiences.
“Twitch is excited to partner with institutions that create significant impact and GroupM’s razor focus on high quality engagement for brands makes them an ideal partner for us,” says Twitch head of agency development Sunil Yadav.
“With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared live experiences, we are confident that GroupM will be able to deliver strong consumer experiences with our insights.”
GroupM APAC investment director John Miskelly says the network is focused on building its gaming expertise.
“Asia-Pacific is made of vibrant communities - especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences,” Miskelly says.
“We’re excited to collaborate with Twitch, and we are committed to making smarter gaming decisions for our clients based on Twitch’s unique audience insights.”
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