TotallyAwesome, the digital advertising network for Gen Z and families, announced the Australian and APAC launch of TotallyPlay, a gaming platform that enables brands and advertisers to connect with gamers aged under 18 without the need for third-party online data.
James Sawyer, AUNZ managing irdector of TotallyAwesome 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 banner, rewarded video, exclusive branded character skins or official partnerships with a brand and developer.
Will Anstee, CEO of TotallyAwesome: “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.”
In April 2022, TotallyAwesome also launched the world's first programmatic solution targeting under 18s.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.