Strategic partnership between the Singapore and UK-based firms about enabling brands to safely and meaningfully connect with APAC’s gaming youth

TotallyAwesome, the youth-first engagement platform for kids, GenZ, and families, unveiled its partnership with Bidstack, an in-game and video game monetisation platform, on 15 November. With Bidstack serving more than 2bn advertising requests across APAC each month, and TotallyAwesome having recently rolled out TotallyPlay, the industry’s largest brand safe gaming platform, the move combines the companies’ strengths to create an unrivalled offering for brands seeking to safely advertise to youths aged 4 – 24 years old, the company said in a media statement.

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.

“Considering how the industry has evolved in recent years, there’s such a timely opportunity for brands to connect at scale with young gamers in a safe and meaningful way,” said Gary Fung, Regional Gaming Director, TotallyAwesome. “But what’s vital is that brands know where online is appropriate for that age group and understand what truly motivates kids, teens and older GenZ. 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.”

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, the company said. Bidstack’s inventory portfolio includes triple-A hits such as Football Manager (Sports Interactive), GRID (Codemasters) and Top Eleven (Nordeus).

Lewis Sherlock, SVP, Programmatic, Bidstack said, “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 is 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.”