Video specialists Unruly and eSports media company Ampverse have collaborated on a partnership that will help brands invest in video in esports and gaming.

Ampverse, a company that links gaming talent with brands, will link up with Unruly to help brands better understand the investment they are making and the returns they are likely to get from investing in this relatively nascent opportunity.

Gaming and eSports have been around for some time but outside of technology and telco brands, investment in the channel has only started to pique recently.

Ampverse had been set up to address this, and the partnership with Unruly is one of the next steps in helping brands to understand the value of gaming and esports, according to Ampverse chief commercial office, Charlie Baillie.

“We’re excited to finally announce this partnership with Unruly to deliver an enhanced offering for brands to measure the impact of their investments into gaming and esports media.

“Gaming consumption has recently accelerated in this region, and our focus now is to create meaningful content formats for brands to engage these audiences while using technology to optimise conversion and bring an intelligent measure of success. Unruly is a renowned industry leader in its own right, and so we’re very excited to work together to raise the game for brands while helping to champion the growth of gaming talent across Southeast Asia.”

Unruly already handles video inventory within premium publishing environments across the region, including SMX, Kompas, Sanook, Oriental Daily, South China Morning Post, and gaming sites such as IGN. The deal will also see brands being able to use Unruly’s UnrulyEQ service, which helps to optimise the emotional impact, performance and ROI of creative.

Gregory Fournier, senior vice president client partnerships at Unruly, said: “We’re witnessing a fast-tracking of the mainstreaming of esports and gaming as a result of enforced isolation. With no live sport to satisfy our competitive urges, we’re seeing millions of new consumers watching esports, playing games and engaging with huge growing communities across Southeast Asia.

“Ampverse is an exciting partner, building a portfolio of leading gaming and esports influencers, and providing mainstream brands with an opportunity to build video campaigns that drive huge audiences and high engagement levels. By using UnrulyEQ to help understand audiences, pre-test video concepts and then distribute these assets across Ampverse and Unruly’s premium channels, together we provide an end-to-end, low risk, data-driven solution for brands looking to leverage this exploding consumer trend,” he added.

The partnership comes at an opportune time, as according to Ampverse, with gaming content quickly becoming mainstream and consumption fast accelerating, top gaming influencers have seen growth in their viewership numbers by up to 40% over the last 30 days.

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