Hello and welcome to the very first edition of “For the Love of the Game” (FTLOTG for short!), the new gaming newsletter from Livewire.

Every month, we'll explore best practice, case studies, innovations and insights across gaming marketing and gametech. But why “For the Love of the Game”?

At Livewire, we're passionate about the synergies between brands and gaming. This partnership not only entertains consumers and supports publishers, but also connects brands with the next generation. We believe that if the industrial age was about work, the 21st century is about play – creating value through gaming.

Gaming isn't just big; it's massive, surpassing Hollywood and the music industry in size and dominating screen time for Gen Z and Gen Alpha. It represents the fastest-growing sector in media and marketing, essential for brand marketers today.

This issue includes insights from our Next-Gen Attention study on how Gen Z and Gen Alpha interact with digital media, plus updates on awards, partnerships, case studies, and the latest IAB gaming advertising guidelines.

Let’s go! And, please feel free to reach out to me on this email if you have any questions or suggestions.

Tom Simpson, CEO Livewire

Livewire and CHEP Network launch Clash of Commuters for Samsung and secure 'Epic Picks'

Protect your bus route, take on hordes of caffeine starved commuters and collect Samsung S24 phones as you make your way through the Australian desert to the big smoke.

Livewire announce exclusive partnership with Wildfire to unlock communities on Discord

The partnership with Wildfire, enables Livewire to reach Discord’s communities of superfans and target gamers where they choose to meet and engage. The deal is a key part of Livewire’s strategy to become the next-gen attention business and a core reason for partnering with Wildfire.

New Livewire report finds gaming is No.1 Entertainment choice for Gen Alpha, Gen Z and Millenial generations.

A new study from Livewire, the global gaming marketing and gametech company, has found that gaming is the entertainment channel of choice across the Gen Alpha, Gen Z and Millennial generations. But brands that want to capture attention must adapt to create immersive, playable experiences.

Livewire's Latest Award Winning Case Study

Altitude, distributors of the ‘Talk To Me’ film, briefed Livewire to create hype amongst Gen Z horror film fans ahead of the launch of ‘the film.

We integrated one of the biggest horror films of the year into Fortnite’s Creatives biggest horror map. Seamlessly taking the film experience into the game by integrating iconography and the plotline into the world. Players completed four quests to unlock in-game rewards. Influencers played the experience with their fans. In-game media featured the trailer and film poster targeting horror film fans. And, even the directors of the film ‘RackaRacka’ played the map on their YouTube channel.

Highlights include a staggering 56 minutes average play time and 1.5 million organic players of the Fortnite Creative experience. 

Project delivered in partnership with Havas Play and Gamefam, and has already picked up awards at The Shortys and DigiDay Media Awards.

Livewire lands big at D&AD, Creative Circle and more

Our Ponos 'OutCats' campaign delivered picked up a coveted D&AD Graphite Pencil at this years. To find out more about the campaign delivered in collaboration with R/GA Japan click the link below.

Our Samsung Ultra Arcade Campaign lands 3x Epic Picks for their Fortnite Creative campaign.

The 'Power of Care' campaign for MOHH delivered in collaboration with BBDO Singapore and Vysena Studios has picked up 5 awards so far at the Creative Circle Singapore Awards and the MARKETING-INTERACTIVE Markies.

IAB Updates Creative Guidelines for Best Practices in Advertising in Gaming

The guidelines include best practices for games advertising to further enable marketers to tap into the power of this channel, as well as essential guidelines around creative to ensure effective advertising across various gaming platforms.


Get in touch for any enquiries, or to just say hi.