Gaming audiences have always punched above its weight in terms of volume and attention. According to Australia Plays 25, in 2025, 71% of Australian gaming households used mobile devices for gaming, with men spending up to nearly two hours a day playing, and women up to around an hour and a half. While this audience presents significant scale and opportunities, brands in ANZ have historically had fewer tools, resources, and lack the infrastructure to connect with gamers as effectively as in other media channels, with the same confidence and precision as other media channels.

Today, we're announcing a partnership with Livewire, a global gaming marketing company building the next-gen attention platform, to provide Unity's in-game mobile advertising inventory across ANZ. The goal is straightforward: give ANZ brands a direct, streamlined path to premium gaming inventory, backed by local expertise and the measurement tools from Livewire to prove results.

Through Livewire, media buyers can now execute scaled mobile gaming media campaigns through a local partner with deep expertise in the ANZ media landscape. The partnership taps into Unity’s engaged mobile gamers, offering TV-level reach with digital-level precision across every demographic in the region.

Bringing mobile gaming into the mainstream media mix

Unity powers over 71% of the top 1,000 mobile games globally1, delivering unparalleled reach that spans nearly every demographic, device, and type of player. While this scale presents immense opportunity, marketers in ANZ have been looking for a trusted local partner who can translate that global reach into actionable campaigns and measure what they actually deliver.

Underpinning this partnership is Livewire’s proprietary Gamer.ID platform, a privacy-first solution for reaching ANZ’s 14 million+ gamers through first-party, deterministic data3*. Gamer.ID segments audiences by ‘Player Archetype’ based on in-game engagement signals rather than relying on demographic proxies, and bridges the gap between Unity’s mobile inventory and the broader ecosystem, enabling cross-device targeting across PC, YouTube, and Connected TV (CTV). With closed-loop measurement linking in-game ad exposure to real-world outcomes including retail sales and brand lift, ANZ marketers now have the infrastructure to plan, execute, and prove the value of gaming as a core media channel.

“This partnership establishes a single, streamlined point of access to the most premium mobile gaming inventory in ANZ,” said Adam Fischer, GM, APAC at Livewire. “Gaming captures the same consumer attention as social media, but only a fraction of brand investment. With Unity’s scale and our Gamer.ID intelligence, we are providing ANZ marketers with the tools to confidently shift gaming from experimental to essential.”

Attention that's earned, not interrupted

A key advantage of this partnership is the access it gives ANZ brands to Unity’s distinctive ad formats, such as Rewarded Video. Unlike passive placements, Rewarded Video invites players to opt-in, choosing to engage with an ad in exchange for in-game rewards that drive their in-game progress. This creates genuine moments of attention, historically leading to completion rates above 85%2 and consistently positive brand sentiment.

By teaming up with Livewire, we’re making it easier for marketers in ANZ to tap into these high-engagement moments, connecting with players during active, leaned-in gameplay. It’s a breakthrough for brands looking to stand out in an environment where attention is truly earned.

“Australia represents a sophisticated advertising market with strong demand for measurable, brand-safe gaming inventory. Brands are looking for engaged audiences in environments where attention is earned, not interrupted,” said Chris Feo, SVP of Programmatic at Unity. “Livewire’s local expertise and Gamer.ID technology make them the right partner to connect ANZ brands with our global network of players, adding a layer of precision that delivers real results for advertisers.”

Gaming is no longer experimental

The question for ANZ marketers is no longer whether gaming deserves a place in the media plan: it's how to activate it effectively. With Livewire's local expertise and Gamer.ID technology connecting to Unity's global network, the infrastructure to plan, execute, and measure gaming campaigns is now firmly in place.

Speak to a Livewire representative to activate your campaigns in Australia and New Zealand today.