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Exclusive: Livewire Expansion Into EMEA Highlights APAC Success

aming marketing and technology company, Livewire, has announced the launch of its first office in London, expanding from the Asia-Pacific market (APAC) into the Europe, Middle East, and Africa market (EMEA).

The company launched in Australia six months ago and in that time has supported brands across entertainment, retail, sports, delivery, gaming peripherals, food & beverage, and finance with the integration of gaming marketing strategies.

As part of the expansion, Livewire has brought in former Dentsu DGame leads Luke Aldridge and Peter Jacobs to serve as directors for the EMEA region.

In an interview with Ministry of Sport, Livewire co-founder and CEO, Brad Manuel, said: “Our expansion into EMEA strengthens our team, providing deep gaming experience across a range of gaming marketing and gametech verticals.”

“This will allow us to position our partners and brands as market leaders that set the standard for gaming marketing across APAC and EMEA,” Manuel said.

On the state of the gaming marketing industry, Manuel said there are key opportunities for brands in understanding the importance of gaming audience marketing.

“Commercial partnerships are continuing to expand rapidly and are evolving into rights based and IP conversations that provide smart brand opportunities to be relevant to a generation of digital natives that traditional media misses,” Manuel told Ministry of Sport.

“Brands need to be aware that gaming marketing requires a deep understanding of the gaming audience and a focused strategy to engage the audience within their passion points,” he said.

Discussing the Livewire expansion, Aldridge said: “What Indy (Livewire co-founder and CEO, Indy Khabra) and Brad (Manuel) have built in such a short space of time with Livewire is remarkable.”

“They have a deep understanding of the entire gaming ecosystem and how to approach it as a marketer.

“It’s tremendously exciting to join forces with them at this stage in their journey, building on the successes they have had in APAC to deliver value and innovation to brands across EMEA,” Aldridge said.

Jacobs also explained the opportunity for gaming marketing across the world.

“We are now seeing some of the biggest brands in the world take advantage of the many opportunities gaming presents to engage audiences in unique and immersive ways,” Jacobs said.

“It is a complex and fascinating world, massive audiences, unparalleled engagement, and full of sub-cultures.

“We’re thrilled to join Indy & Brad in helping marketers in EMEA navigate it successfully,” he said.