TotallyAwesome, Asia’s #1 youth-first engagement platform for kids, GenZ, and families, announced its partnership with Bidstack, the leading in-game and video game monetization platform, to create an 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.
“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,” said Gary Fung, Regional Gaming Director, TotallyAwesome.
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).
“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 are 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,” said Lewis Sherlock, SVP, Programmatic, Bidstack.
Launched in July, TotallyPlay’s mission is to provide an unbiased and science-backed approach – informed by a resident practicing child psychologist – focusing 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 complies with COPPA and GDPR data privacy guidelines and regulations, with TotallyAwesome being a member of the kidSAFE Seal Program.