Livewire Raises Over $4.7M in Series A Funding; expands its reach to global advertisers in the gaming industry

Livewire, the Australian game marketing and gametech company that develops integrated game marketing solutions for advertisers, has successfully raised $4.7m in a Series A funding round.

With nearly 50% of global gamers in APAC and a compelling proposition for game brands and publishers, the company enjoyed early success, expanding from Australia to Mumbai, Singapore and London.

Its exponential growth has won new customers, including Uber Eats for a major research and information program to inform their gaming strategy, as well as Foxtel Group’s Binge and Warner Music Australia.

The funding will allow the company to better leverage interest from advertisers and gaming companies globally through increased headcount, entry into new markets and development of proprietary platforms. gaming technology.

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The round was led by anchor investor RealVC and includes participation from Perennial Private Ventures, Alua, Hills Cider Company co-founder Toby Kline, EA Asia Pacific founding regional president Nigel Sandiford and strategic investors at within the gaming ecosystem. The round was oversubscribed, acknowledging Livewire’s attractive business model and hardware revenue traction since launch, and sees RealVC managing partner Matt Berriman joining the board, and Ryan Sohn of Perennial Partners as an investor.

Brad Manuel and Indy Khabra

Livewire Co-Founders and Co-CEOs Brad Manuel and Indy Khabra started Livewire to focus on white space within the gaming technology and marketing ecosystem. Globally, the gaming audience is 3 billion unique users per day, but Manuel and Khabra identified that most brands struggle to engage a gaming-loving generation through authentic channels with a strategy. long-term thinking.

After developing a proposal that aimed to address this lack of strategic support backed by what the company calls “gametech” tools, Livewire now works with advertising agencies and global multinational brands to deliver game marketing solutions. convincing.

Khabra and Manuel said: “We are excited about this next phase. Our Series A funding round will allow Livewire to grow and invest in our gametech products, talent, and business operations.

“We are adding new skills and personnel to continue to drive growth in the games marketing industry with our unique offering. Sitting horizontally across the entire gaming ecosystem, Livewire provides advertisers with a single point of entry to the full spectrum of gaming marketing opportunities. Our capabilities span strategy, creative, content and media.

“We welcome RealVC, Perennial Partners and our strategic investors to Livewire, enabling us to open new markets and triple our staff by February 2023. Livewire reaches a global audience of over 3 billion gamers, passionate about video games and which have made them a central part of modern culture.

Manuel and Khabra’s unique combination of experience has also resulted in exclusive partnerships across ANZ and APAC for in-game advertising media, equating to over 55 billion impressions in the advertising market. Livewire. This includes Activision Blizzard Media (Candy Crush), AudioMob, Top 200 Games and Experiences within Roblox, and exclusive APAC programmatic AAA advertising within Xbox and PlayStation games.

Indy Khabra recently told the Mumbrellacast that 17 million Australians already play regularly, and his company and that of co-founder Brad Manuel are working with brands on “practical results”.

Watch the full conversation with Manuel and Khabra on the Mumbrellacast.

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