• by Fern Siegel , November 16, 2023

Gaming marketer Livewire just launched Gameview, a new ad tech platform that combines gaming media and specific targeting to help marketers reach gamers.

Gameview’s data management platform aims for precise targeting and data management so advertisers can find their niche audience among the 2 billion diverse global gamers who can be accessed monthly via the platform. Marketers can also receive in-view time and interaction rates to better determine ad placement.

The new platform works across mobile, PC, console, cloud gaming and esports, and in a variety of formats, such as display, video and audio.

Gamers are a huge demographic. In 2022, there were an estimated 212 million gamers in the United States and annual growth of gaming audiences is expected to remain stable for the next few years. Women currently account for 48% of gamers in the U.S., according to Statista.

Indy Khabra, co-founder-media, data & technology lead at Livewire, said: “We’re helping clients discover who their targeted gaming audience is, and then enabling a meaningful connection via the right device and at the best time, while being non-intrusive to game play.”

All three gaming environments — in-game, around the game, and away from the game — are available.

The in-game ad market worldwide is projected to hit $94.5 billion this year, per Statista. The figure is forecast to rise to $145.5 billion by 2027.

“Gaming is the new gravity of marketing, and we need to ensure we help brands, publishers and gamers experience a positive outcome that meets the needs of all,” said Khabra, who predicts ad budgets will allocate more resources to gaming. He calls gaming “the new and improved social media for marketers in terms of connecting with consumers at scale.”