Youth technology and insights provider SuperAwesome has launched Awesome Intelligence, an under-18-focused audience data and recommendation platform.
Awesome Intelligence will give brands and agencies clarity on the creator-led and immersive gaming environments where the next generation socialises, shops and plays, equipping brands with the ability to identify audiences and plan campaigns across all platforms.
Awesome Intelligence draws on SuperAwesome’s qualitative and quantitative research, tens of thousands of cross-vertical youth campaigns, emerging creator-led ecosystems, regulatory expertise, and proprietary data from partners.
By surfacing compliant data on Gen Alpha/Z's interests and behaviors from every platform they spend time in, Awesome Intelligence’s technology enables brands to build an advanced view and understanding of the youth audience.
This moves beyond age and gender and into actionable insights such as platform habits, fandoms, favorite creators, psychographics, and more, solving the long-standing challenge of data scarcity for brands that are looking to engage with kids and teens.
The first data partnership to be announced for Awesome Intelligence is with Gamefam, the metaverse media company for Gen Z and Alpha communities, who will partner with SuperAwesome to deepen the understanding of youth audiences in immersive gaming environments for brands.
SuperAwesome CEO, Kate O’Loughlin, said because kids and teens spend their time in new media and safe data about their motivations is scarce, it can feel like a guessing game on how to best engage with them.
"Awesome Intelligence is the culmination of our continued investments in kidtech and innovation at the pace of change among under-18 audiences," she said.
"We believe that it will forever empower the youth ecosystem and equip it in a way that simply hasn’t been possible before.”
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