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TotallyAwesome launches platform for brands to reach under-18 gamers in APAC

TotallyAwesome, Asia’s digital advertising network for kids, teens, and families, has announced the launch of TotallyPlay across Asia-Pacific, empowering brands and advertisers to connect with the 450 million gamers in the region aged under 18.

Every day 175,000 kids come online for the first time and by the age of 13, each one will have 72 million data points associated with them. At a time when there’s never been more scrutiny over online data privacy, internet usage by under-18s now accounts for 40% of daily traffic.

Informed by a resident practising psychologist, and combining local language human moderators – including teenagers – with AI-based solutions, TotallyPlay’s mission is to provide an unbiased and science-backed approach, with a focus on human interpretation, best-in-class exclusive media partnerships and brand safety.

Will Anstee, CEO of TotallyAwesome commented on the launch, “TotallyPlay is about providing the advertising backdrop for positive gameplay to thrive, collaborating with interested brands, and backed by media metrics to prove or disprove each channels’ effectiveness for their campaigns. In short, we’re the only agnostic player in the game, forgive the pun. Beyond creating highly curated age-appropriate, brand-safe environments, we’re fully invested in the mission to support a safer online future for under-18s, and are fascinated by the future of gaming and the possibilities for safe and responsible gameplay to flourish. As we know the region’s biggest brands feel the same, our role is to connect them with this multi-hundred billion-dollar industry with meaning and utility at scale, with the best ROI their media dollars can buy. It’s now a no brainer.”

TotallyAwesome’s gaming platform, in partnership with global gaming giants such as Anzu, is able to deliver high quality media supply across APAC without the need for third-party online data, giving marketers a platform to navigate industry sea changes such as Google’s plans to disable third-party cookies next year.

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.

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