Livewire, a sport advertising and marketing startup, has launched Gamer.ID, a next-generation id framework inside its Gameview expertise stack.
Powered by Optable’s id administration and knowledge collaboration infrastructure, Gamer.ID is a gaming-native id answer enabling manufacturers and companies to succeed in gaming audiences with precision, scale, and compliance.
On the core of Gamer.ID is Gamer.Graph, Livewire’s proprietary id decision engine. Gamer.Graph analyzes real-time and predictive knowledge, empowering manufacturers to exactly goal the best gamers with the best messaging – all with out compromising consumer privateness. Gamer.ID is sort of a good system that helps manufacturers perceive avid gamers whereas maintaining knowledge non-public, the corporate stated.
As gaming surpasses conventional leisure codecs, manufacturers require a purpose-built id framework to attach with avid gamers throughout PC, console, cellular, CTV, esports, and retail media networks. Gamer.ID eliminates reliance on third-party cookies, offering deterministic, first-party gaming viewers knowledge that fuels high-impact media campaigns.
Livewire’s Gamer.ID
“Our mission is to continue to be a global leader in understanding gamers better than anyone,” stated Indy Khabra, cofounder at Livewire, in an announcement. “With Gamer.ID and Gamer.Graph, we are revolutionizing audience targeting in gaming. Our privacy-first approach combines premium data intelligence with measurable results for brands.”
Khabra added, “Traditional identity solutions have failed gaming audiences, but Gamer.ID enables brands to reach authentic gamers across all touchpoints—without cookies or probabilistic models. This isn’t just another ID graph; it is a comprehensive gaming identity framework that bridges gaming, programmatic, and commerce. For brands serious about gaming, Gamer.ID is essential.”
As one of the superior gaming id options constructed immediately, Gamer.ID options three core pillars:
● DMP (Information Administration Platform) – Ingests and segments deterministic gaming knowledge, giving manufacturers real-time viewers intelligence throughout the whole gaming ecosystem. Integrates with SSPs, DSPs, and CTV platforms for full-funnel activation.
The DMP is sort of a large digital library that collects and organizes gaming-related knowledge. It helps manufacturers perceive what forms of video games folks play, how typically they play, and what they is perhaps inquisitive about.
● Clear Room – Optable’s clear room expertise offers a safe, privacy-compliant atmosphere the place manufacturers can onboard and match first-party knowledge with out exposing personally identifiable data (PII). Helps retail media networks, CTV, and programmatic consumers.
Think about a safe assembly room the place manufacturers and sport publishers can evaluate their knowledge with out really sharing non-public particulars. This permits advertisers to search out the best viewers whereas maintaining gamer data secure and nameless. Collectively, these instruments assist manufacturers attain avid gamers in a approach that’s related and privacy-friendly however bettering media effectiveness.
The corporate stated Gamer.ID is privacy-first by design, constructed to satisfy the strictest GDPR, CCPA, and world privateness laws. The Clear Room ensures safe knowledge onboarding, matching, and activation, stopping knowledge leakage and giving manufacturers the boldness to execute campaigns in a completely compliant atmosphere.
By direct integrations with gaming publishers, platforms, and DSPs, Gamer.ID allows seamless programmatic activation throughout a number of channels. Manufacturers can leverage Gamer.ID to energy in-game and rewarded video adverts throughout cellular, PC, and console, activate campaigns on CTV and gaming streaming platforms similar to Twitch and YouTube, and join gamer audiences to on-line and offline purchases by retail media and commerce networks.
“The way brands connect with gaming audiences is changing fast, and privacy is at the center of it,” stated Bosko Milekic, chief product officer at Optable, in an announcement. “Partnering with Livewire to power Gamer.ID makes data collaboration seamless and effective, helping brands reach gamers without outdated tracking methods or guesswork. Our goal at Optable has always been to give advertisers the tools they need to work with their data securely, responsibly, and with confidence.”
Livewire’s experience in gaming helps manufacturers navigate an increasing panorama the place gaming continues to seize extra client consideration. By Gamer.ID and Gamer.Graph, entrepreneurs can higher join with gaming audiences by data-driven insights and focusing on.
By pairing Livewire’s deep understanding of the gaming ecosystem with Optable’s industry-leading knowledge collaboration and clear room expertise, Gamer.ID delivers a privacy-first id framework designed for the way forward for gaming promoting.
Livewire beforehand raised $4.7 million in a Sequence A spherical in 2022. It has 45 workers and was began in 2021. It was based on a perception that gaming advertising and marketing is the important thing the unlocking mass engagement for manufacturers. Analysis reveals that the subsequent frontier of promoting is immersive, interactive and playable. The chance is to supply modern, efficient and scalable promoting alternatives to manufacturers in a approach that’s genuine and easy to execute, the corporate stated.
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Author : tech365
Publish date : 2025-02-26 12:29:28
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