TotallyAwesome and Bidstack join forces to level up youth-first gaming advertising in APAC
Strategic partnership between the Singapore and UK-based firms about enabling brands to safely and meaningfully connect with APAC’s gaming youth
TotallyAwesome, Asia’s #1 youth-first engagement platform for kids, GenZ, and families, today unveils its partnership with Bidstack, the leading in-game and video game monetisation platform. With Bidstack serving more than 2bn advertising requests across APAC each month, and TotallyAwesome having recently rolled out TotallyPlay, the industry’s largest brand safe gaming platform, the move combines the companies’ strengths to create an unrivalled offering for brands seeking to safely advertise to youths aged 4 – 24 years old.
For brands to meaningfully and safely connect with such a vast audience across mobile, PC, console, VR and cloud gaming platforms, the partnership will unite Bidstack’s best-in-class advertising inventory and tech stack with TotallyAwesome’s proprietary research, wealth of youth marketing expertise and stringent data compliance and industry protocols.
Gary Fung, Regional Gaming Director, TotallyAwesome commented on the partnership, “Considering how the industry has evolved in recent years, there’s such a timely opportunity for brands to connect at scale with young gamers in a safe and meaningful way. But what’s vital is that brands know where online is appropriate for that age group and understand what truly motivates kids, teens and older GenZ. At TotallyAwesome, our core mission is to support a safer online future for young people while enabling brands to connect with this multi-hundred billion dollar industry at scale – the latter point being one reason why we’re delighted to partner with Bidstack and the vast advertising inventory they have built up across all major gaming platforms.”
In an age where in-game advertising is no longer limited to a handful of formats such as pop-ups and interstitials, Bidstack’s lightweight SDK can be integrated by game developers in seamless ways, ensuring brand creatives are delivered into non-intrusive natural spaces within games. Bidstack’s inventory portfolio includes triple-A hits such as Football Manager (Sports Interactive), GRID (Codemasters) and Top Eleven (Nordeus).
Lewis Sherlock, SVP, Programmatic, Bidstack said: “We’re really excited to be partnering with TotallyAwesome in APAC on their new gaming product. Integrating our in-game solutions into the TotallyPlay offering creates a new way for brands to reach younger audiences which is underpinned by TotallyAwesome’s proprietary research and expertise in marketing to youth audiences. Working with trusted partners like TotallyAwesome is a real validation of our solution, and we can’t wait to get this partnership underway.”
Launched in July, TotallyPlay’s mission is to provide an unbiased and science-backed approach – informed by a resident practising child psychologist – with a focus on human interpretation, best-in-class exclusive media partnerships and brand safety. Whether it’s a hand selected in-game marketing deployment, rewarded video in a mobile game, pre-rolls around popular gaming YouTubers, a custom integration within a virtual world, or an in-stream placement during a gaming tournament, the platform enables marketers to meaningfully connect within an industry where in APAC alone, video game revenues are 96.3bn$, 47% of the global market.
TotallyPlay is compliant with both COPPA and GDPR data privacy guidelines and regulations, with TotallyAwesome being a member of the kidSAFE Seal Program.
About TotallyAwesome and TotallyPlay
TotallyAwesome is the only youth-first engagement platform in APAC and is built for brands to connect safely with more than 300 million monthly active users aged 4-24 across APAC. Our bespoke technology allows us to offer youth contextual and customised content through age-appropriate engagement. We constantly strive to maximise a brand’s utility through relevant and engaging executions, launching TotallyPlay, which takes the confusion out of marketing to youth in the gaming ecosystem through unbiased, science-backed, human-first, audience-safe and locally nuanced strategies; and by launching Programmatic Playground, the world’s first youth-safe contextual programmatic desk.
Bidstack is the leading in-game advertising and video game monetisation platform. Their sophisticated technology allows brands to serve advertisements into natural spaces within video games whilst protecting the gaming experience. These branded experiences can vary from trackside banners and cityscape billboards to pitch-side LED boards, skins or any other contextually relevant spaces within the Metaverse. The company has more than 90 staff across five international locations and is a public company listed on the London Stock Exchange.