Adverty has announced a new partnership with global gaming marketing and gametech company Livewire, as it continues its expansion into key markets globally. The collaboration brings Advertys in-game ad inventory locally to Asia Pacific, the largest continent in gaming, enabling greater brand access to Adverty’s in-game inventory in key markets across the region. As part of the agreement, Livewire is also granted exclusive rights to sell Adverty’s inventory in Australia, Vietnam and Japan, while the deal also strengthens Adverty’s footprint in the Middle East.

“We are on a mission to ensure that every brand and every agency in every corner of the world can access our market-leading in-game ad inventory,” said Adverty CEO, Tobias Knutsson. “With gaming now ingrained in modern day culture, across geographies and demographics, this presents a greenfield for creative innovation. We want to connect the right brands and services to the right game, at the right time and place.”

At a time when the market is waking up to the growing importance of gaming within the media ecosystem, Adverty makes it easier for ad buyers to access the latest in-game advertising inventory. Meanwhile, Livewire boasts dozens of clients in sectors ranging from FMCG, Entertainment, Retail, Sports, Food & Beverage and Finance – and an enviable and growing reputation in a number of important markets.

“We are delighted to partner with Adverty to widen access to this powerful inventory type,” said Indy Khabra, Co-founder and CEO at Livewire. “We share a joint mission in that we’re passionate about pioneering gametech and seek to enable brands to engage global and regional gaming audiences. Together, we are helping companies, both large and small, to navigate opportunities within the gaming ecosystem.”