As we head into the final days of what has been an absolutely massive year we wanted to take a look back at the key moments that shaped the year for Livewire and our clients. 2024 was the year that Livewire evolved to become the Next-Gen Attention business.

We really focused on unlocking world-class insights on the next-generation for brands to activate against. In fact, our biggest campaigns this year have lent into the biggest consumption shift we’ve seen in generations.

Campaigns for Maybelline, Samsung, A24, and more have seen us secure over 30 global awards at some of the most prestigious events including the Clios, D&AD and the Webby’s. What’s special for us is that the work is being recognised for everything from marketing effectiveness, community engagement, best in class gaming integrations and, of course, innovation.

🎮 The launch of Ultra Arcade saw Samsung co-create 4 maps in Fortnite with some of the biggest creators in the UK. Makers of Fortnite, Epic Games, recognised the success of the campaign with 3 Epic Picks driving huge game play numbers.

🚫 On International Day of Happiness we partnered with Maybelline, ReachOut and Youthline to tackle the toxicity that happens in-game. Australia’s biggest creators jumped on stream with counsellors from YouthLine to raise awareness of the issue but also provide gamers with a toolkit on how to deal with hate in-game. 

🎤 Our CEO Tom Simpson and CRO Anthony Alexander exclusively revealed our first piece of proprietary research, the Next-Gen Attention Study at IAB Playfronts in New York. The biggest takeaway from the research showed that younger generations now expect playable, interactive and immersive experiences from brands.

🏆 Our ‘OutCats’ campaign for PONOS’ hit mobile game Battle Cats delivered us our first D&AD Graphite Pencil. The creator-led campaign won the best UGC campaign in the gaming category in partnership with R/GA Japan.

🇺🇸 A whole host of star players from across the gaming industry joined our North America team as we officially launched in the US. With projects delivered for Paramount, A24, Spotify, Pizza Hut and Amazon it was truly a banner year for the North America team. 

⚽ We partnered Nike Football with top creators across Europe to bring the madness to FC 24 around the Euros. Creators communities had the opportunity to take on their favourite creators in-game, if they scored first they took home the win.

🍌 For the new Fortnite season launch Dr Doom took over the UK’s Virgin Media Gamepad with an Absolute Doom fuelled affair. Talent and fans alike experienced the game IRL with an expansive building wrap, immersive fan experience and life-size recreation of iconic elements from the game.

🚧 We recreated the UNESCO World Heritage site At-Turaif in Fortnite. A 1:1 recreation of the birthplace of the Kingdom in-game was undertaken with trips for the development team to capture every nook and cranny of the site of significant cultural importance.

🏀 Starbucks landed their new Starbucks Doubleshot campaign into NBA2K25 with a geo-targeted branded integration into the hit basketball title and a partnership with top gaming creator Ronnie2K amplified it amongst the 2K community.

🔬 Forbes exclusively revealed our Game Time is the new Prime Time research. The research demonstrated a real shift in family habits. Saturday, 5-7pm has now become prime gaming time, it’s a time for immersion and bonding, and, if brands bring the fun, they are welcome to join the party.

🦙 Livewire partnered with Epic Games and VMO2 to host the biggest creator event of 2024 with the inaugural Fortnite Remix Chapter 2: Showdown at The O2. The event featured the likes of Ali-A, Lachlan, Loserfruit and 37 other top creators all battling it out for a limited edition diamond-encrusted Llama ring.

🎅🏻 Christmas came early as our Red One integration into the massive Roblox game Anime Defenders delivered Amazon MGM Studios the most played Roblox integration of all time. 163m game visits in just 21 days showed that authentic integrations can be a present for both gamers and clients alike. 

And finally, we extend a thanks for all clients, partners and colleagues for an incredible year.

Here’s to 2025.