Ampverse, Unruly to offer smarter targeting of gamers

Gaming and esports firm Ampverse and video adtech company Unruly are combining their expertise to offer advertisers a more data-driven, measurable way to reach gamers across Southeast Asia, as gaming spikes during COVID-19.

The partnership will see the two companies working collaboratively on campaign planning, content creation, targeting and measurement, for video campaigns targeting at gaming audiences.

Ampverse, which represents more than 1000 gaming influencers across Southeast Asia, will offer access to talent. Unruly will use its database of emotional responses to determine the best creative and media strategies to meet the objectives of the client, and will then optimise the content to deliver ROI using its content testing tool UnrulyEQ. Unruly can also offer brands the option of adding a layer of interactive tech on the video to make it more shoppable. The campaign will then be distributed across Ampverse’s gamer networks as well as Unruly's premium environments.

The partnership covers Southeast Asia, although Unruly said it is looking to offer similar packages to its clients in Hong Kong, Taiwan, Japan and South Korea.

Unruly SVP of client partnerships Gregory Fournier said the partnership will offer brands a way to leverage the "explosion" of esports and gaming as a result of enforced isolation.

"With no live sport to satisfy our competitive urges, we’re seeing millions of new consumers watching esports, playing games and engaging with huge growing communities across Southeast Asia," he said. "Together we provide an end-to-end, low risk, data-driven solution for brands looking to leverage this exploding consumer trend."

Ampverse chief commercial officer Charlie Baillie told Campaign Asia-Pacific: “We ultimately formed this partnership given we both bring very complementary product offerings to the table."

"By combining our two different sets of consumer insights, it provides a unique perspective to guide brands in their pre-campaign planning process on how best to reach and engage gaming fans and then optimise both the content and subsequent media amplification to achieve optimal business outcomes," Baillie added.