Livewire
- Company typePrivate
- Founded2021
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
Livewire firmographics
Firmographics- Name
- Livewire
- Legal name
- Livewire Gaming Australia Pty Ltd
- Website
- https://livewire.group
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Livewire industry classification
Industry- Product category
- Gaming Marketing Services
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Software Publishers (5132)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Live-Service & MMO Game Studios (MPAFAAAD)
- akta.pro secondary industry
- Game Backend & LiveOps Platforms (BaaS/Analytics/Hosting) (BPAMAKAL)
Keywords
Where Livewire is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Livewire business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Gaming Marketing Campaigns: Livewire delivers award-winning gaming campaigns for global brands across Fortnite, Roblox, AAA games, and with gaming talent. Services include in-game advertising, creator-led campaigns, branded content series, and real-world activations tied to gaming IP. The company has delivered hundreds of campaigns for brands including Samsung, Amazon, Nike, Uber, Verizon, and A24.
- Gamer.ID Data Platform: Proprietary data platform enabling brands to target gaming audiences with precision. Gamer.ID provides audience intelligence, planning tools, and activation capabilities across in-game, mobile, connected TV, social, video, and display formats. Revenue generated through data licensing and audience activation fees.
- Research & Insights Publications: Livewire produces proprietary research on gaming audiences including the Next Gen Attention Study, Power in Play study, and Family Prime Time research. These reports position Livewire as the industry thought leader and support commercial engagements.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Livewire product offering
Product offeringCore offering
Livewire is a global gaming media company that delivers end-to-end gaming marketing for enterprise brands, combining an award-winning campaign studio (in-game advertising, creator-led content, branded Roblox/Fortnite experiences, and real-world gaming IP activations) with the proprietary Gamer.ID data platform and Gamer.AI insight engine. The company co-creates gaming IP with cultural institutions such as the NFL, Live Nation, DAZN, and Foxtel Media, and has executed campaigns for clients including Samsung, Amazon, Nike, Uber, Verizon, A24, ANZ, and Maybelline.
Product overview
Livewire is a global gaming media company operating as a unified platform-plus-services model. Its core product is Gamer.ID, a proprietary gaming identity graph and data platform that provides audience intelligence and cross-platform targeting. The offering is complemented by Gamer.AI, an AI-driven natural language search tool for insights. Livewire's studio delivers award-winning gaming campaigns across major platforms (Fortnite, Roblox, AAA games), while its research division produces proprietary audience studies including the Next Gen Attention Study, Power in Play Study, and Family Prime Time research. The company also co-creates gaming IP with cultural institutions such as the NFL, Live Nation, and DAZN, and has delivered campaigns for major brands including Samsung, Amazon, Nike, Uber, and Verizon.
Differentiator
Problem solved
Functional benefit
Brands
- Gamer.ID: Proprietary data platform - the world's largest gaming identity graph enabling brands to recognize and target gamers across platforms, formats, and devices. Access to 3.6 billion players globally through billions of gaming, media, and identity signals.
- Gamer.AI
Products and services
- Gamer.ID A proprietary data platform and gaming identity graph that enables brands to identify, understand, and activate gaming audiences across platforms, formats, and devices. Connects fragmented gamer behaviors through a single persistent identity, with access to 3.6 billion players globally and 14 million verified profiles, providing audience intelligence powered by AI.
- Gamer.AI An AI-driven natural language search tool that provides insights on the gaming audience, powering campaign intelligence and proprietary research for global brands. Analyzes billions of gaming, media, and behavioral signals to surface audience insights, identify over-indexing segments, and recommend optimal engagement moments.
- Gaming Campaigns Award-winning gaming campaign studio that delivers end-to-end gaming marketing campaigns for global brands across Fortnite, Roblox, AAA games, and gaming talent, including in-game advertising, creator-led content series, branded content, and real-world activations tied to gaming IP.
- NFL Race to the End Zone Co-created gaming entertainment property with the NFL, featuring a creator-led content series and live tournaments that blend NFL fandom with gaming culture. Season 1 achieved 178M views and 342M minutes watched.
- Music Festival Tycoon on Roblox Roblox experience built with Live Nation where fans build, grow and run their own virtual music festivals, extending Live Nation's global festival ecosystem into gaming. The experience has 2.4M+ game plays since launch and 10M+ in-game artist performances created by players.
- Kayo Sports Stadium on Roblox Immersive Roblox experience featuring AFL, Cricket Australia and Supercars, developed with Foxtel Media and DAZN, with 7-Eleven as inaugural brand partner. The first experience on Roblox featuring three official sports codes in one experience.
- Sky Prisoner The Game
- Power in Play Research Proprietary research study conducted with Publicis Media's PMCI Play surveying 2,400+ gamers across US, UK, Canada, and Australia, exploring gaming's role in identity, belonging, and emotional well-being.
- Next Gen Attention Study 2024 research report surveying 1,801 gamers across UK, US, and Australia, establishing gaming as the top entertainment channel for Gen Alpha, Gen Z, and Millennials.
- Family Prime Time Entertainment Research Research study of 2,100 parents across US, UK, and Australia documenting gaming as the new family entertainment channel, with 74% of families playing video games together regularly.
Quantifiable outcome
- 311% revenue growth over two years
- +8 more outcomes
Companies that use Livewire
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Livewire technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
Livewire partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered minor, core, flagship and regional.
- CanvaminorCanva joined Livewire at Cannes Secret Garden for panel discussion on how brands grow through culture, creativity and gaming, exploring new ways to build attention and relevance.
- DEPTminorDEPT hosted Livewire at Cannes Secret Garden for panel discussion on brand growth through gaming and culture, featuring Livewire's Indy Khabra alongside Canva representatives.
- Anthony Alexander (formerly CRO at Livewire)minorAnthony Alexander served as Chief Revenue Officer at Livewire before joining Super League as EVP of Revenue. Brought over 15 years of gaming and digital media sales experience from Livewire and previously Playwire.
- Foxtel MediacoreLivewire announced a Foxtel Media partnership at their Melbourne event alongside Gamer.ID launch and NFL partnership. The partnership enables sports media integration into Livewire's gaming marketing offerings.
- NFLflagshipLivewire partnered with NFL to create 'NFL Race to the End Zone' - a first-of-its-kind video game-inspired entertainment docuseries and gaming tournament. The partnership includes a 21-episode series, NFL Race to the End Zone LIVE Pro-Am tournament during Super Bowl LX week, and ongoing creator-NFL player collaborations. Season 1 achieved 178M views and 342M minutes watched. Season 2 returning around NFL Kickoff 2026.
- Dubai MediaregionalLivewire launched in the UAE in 2025 in partnership with Dubai Media, expanding into the Middle East market.
- DAZNcoreLivewire co-creates gaming IP with DAZN as part of its partnership with major sports, music and entertainment brands. DAZN is mentioned alongside NFL and Live Nation as cultural institutions Livewire partners with for gaming IP development.
- Live NationcoreLivewire co-creates gaming IP with Live Nation. Partnership includes Music Festival Tycoon on Roblox - a virtual music festival experience where fans build, grow and run their own festivals. The experience has 2.4M+ game plays since launch and 10M+ in-game artist performances created by players.
- Foxtel MediacoreLivewire partnered with Foxtel Media to create Kayo Sports Stadium on Roblox - an immersive virtual sports world featuring AFL, Cricket Australia and Supercars. This is the first experience on Roblox featuring three official sports codes in one experience. 7-Eleven is the inaugural brand partner.
- VerizoncoreVerizon is the title sponsor of NFL Race to the End Zone LIVE powered by Verizon, the culminating live tournament during Super Bowl LX week in San Francisco. The partnership provides integrated sponsorships, creator collaborations, and social amplification.
- Amazon MGM StudioscoreLivewire partnered with Amazon MGM Studios for Red One x Roblox campaign - integrating the Christmas action film into Anime Defenders on Roblox. Campaign achieved 163M game visits and 8.8BN engagements.
- Publicis Media PMCI PlaycoreLivewire and Publicis Media's PMCI Play collaborated on the 'Power in Play' research study, surveying 2,400+ gamers across US, UK, Canada and Australia. The research explores gaming's role in identity, belonging and emotional well-being, positioning gaming as essential media for brands.
- CHEP NetworkcoreCHEP Network partnered with Samsung and Livewire for Samsung Clash of Commuters Fortnite Creative campaign. CHEP Network contributed creative development for the animated Australian commuter map experience.
- GamefamcoreGamefam is a key development partner for Livewire's Roblox and Fortnite Creative experiences. Developed Samsung Clash of Commuters on Fortnite Creative, Kayo Sports Stadium on Roblox, and other branded gaming experiences.
- EssenceMediacomminorEssenceMediacom partnered with Uber and Livewire for Uber Backseat Arcade campaign, serving as the media agency coordinating the activation.
- R/GA ApacminorR/GA Apac partnered with Ponos and Livewire for Battle Cats Black Friday campaign, contributing creative development for the 'Outcats' scandal and player voting mechanics.
- RumbleminorRumble partnered with Ponos and Livewire for Battle Cats Black Friday campaign supporting content distribution and amplification.
- HavasminorHavas partnered with Livewire for Talk To Me X Fortnite Creative campaign, working with Altitude distributors to integrate the horror film into Fortnite's biggest horror map.
- PHDminorPHD was instrumental in bringing 7-Eleven's engagement with Kayo Sports Stadium to life, recognizing the innovative opportunity for brands to connect with sports fans in gaming environments.
- Epic GamescoreEpic Games partnered with Livewire for Fortnite events including Showdown at The O2 with Virgin Media O2 and Fortnite Battle Royale Chapter 5 Season 3 launch. Livewire brings branded experiences and cultural activations to Fortnite Creative and UEFN platforms.
- Virgin Media O2coreVirgin Media O2 partnered with Livewire and Epic Games for Fortnite Remix Chapter 2: Showdown at The O2 event and Fortnite Chapter 5 Season 3 launch. Virgin Media Gamepad was transformed into themed gaming arena. O2 Priority members participated in competitions.
- DisneyminorDisney worked with Epic, Livewire, O2 Priority and Virgin Media on Fortnite Chapter 5 Season 3 Absolut Doom launch, with Dr Doom taking over the Virgin Media Gamepad as part of Summer 2025's biggest blockbuster activation.
- Publicis GroupeminorPublicis Groupe partnered with Sky and Livewire for Sky Prisoner campaign, promoting the new Sky Original thriller through an AI-powered owned gaming experience.
Scale indicators12 records
Recent moves10 records
Expansion highlights6 records
Livewire competitors and assessment
Company assessmentDirect peers
- Gamefam: Operates a portfolio of owned and partner-developed games and branded experiences on Roblox, Fortnite Creative, and UEFN for major advertisers. Direct competitor to Livewire's branded gaming-experience studio; Gamefam is named in Livewire's data as a development partner on campaigns like Samsung Clash of Commuters and Kayo Sports Stadium.
- Anzu: In-game advertising platform offering programmatic, blended intrinsic and virtual billboard ad placements across PC, console, and mobile games. Competes with Livewire on the brand-side audience targeting and measurement layer for gaming, although Anzu is more ad-tech infrastructure and less campaign creative.
- Bidstack: UK-based in-game advertising company delivering programmatic intrinsic in-game media for brand campaigns. Similar to Anzu and overlapping with Livewire's Gamer.ID activation capabilities across AAA games and gaming environments.
- Super League Gaming: Gaming media, advertising, and metaverse marketing company that builds and monetizes in-game advertising and branded experiences across Roblox, Minecraft and other platforms. Most direct US-listed peer; notably, Livewire's former CRO Anthony Alexander joined Super League as EVP of Revenue.
Broad incumbents
- Microsoft Advertising (Activision Blizzard Media): Gaming advertising division of Microsoft following the Activision Blizzard acquisition, monetizing AAA gaming environments (Minecraft, Call of Duty, etc.) for global advertisers. A much larger incumbent with overlapping capabilities across in-game advertising, data, and creative.
Others
- Publicis Groupe: Global advertising holding company whose media arm (Publicis Media / PMCI Play) co-authored Livewire's Power in Play research and partners on campaigns (e.g., Sky Prisoner). Represents both a partner and a potential competitor at the holding-company level as gaming becomes a mainstream media channel.
- Dentsu: Global advertising holding company and former employer of Livewire co-founder Indy Khabra (Regional CEO, Dentsu Programmatic). Larger incumbent whose media and programmatic arms increasingly target gaming audiences, making it both an indirect competitor and a potential channel partner.
- WPP: World's largest advertising holding company, whose agencies (GroupM, Ogilvy, VMLY&R) compete for gaming marketing budgets. Indirect competitive overlap, particularly where WPP agencies partner with platforms like Roblox and Epic Games for branded experiences.
- Havas: Global advertising network that partnered with Livewire on the Talk To Me X Fortnite Creative campaign (via Havas and Altitude distributors). Functions as both a partner agency co-delivering gaming campaigns and an indirect competitor for the same brand budgets.
Emerging players
- Overwolf: In-game overlay, creator, and modding infrastructure platform serving 100M+ MAUs across PC games. Overlaps with Livewire on creator-led and in-game marketing mechanics, and participated alongside Livewire at Unplugged À Cannes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Livewire social profiles
Digital presenceLivewire financial estimates
Financial estimateRevenue estimate
Valuation estimate
Livewire leadership team
Management profileNumber of profiles
Profiles16 records
Livewire funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Livewire M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Livewire
What does Livewire do?
Livewire is a global gaming media company that delivers end-to-end gaming marketing for enterprise brands, combining an award-winning campaign studio (in-game advertising, creator-led content, branded Roblox/Fortnite experiences, and real-world gaming IP activations) with the proprietary Gamer.ID data platform and Gamer.AI insight engine. The company co-creates gaming IP with cultural institutions such as the NFL, Live Nation, DAZN, and Foxtel Media, and has executed campaigns for clients including Samsung, Amazon, Nike, Uber, Verizon, A24, ANZ, and Maybelline.
Is Livewire a public or private company?
Livewire is a private company. It is classified as venture growth investor backed and is currently operating.
When was Livewire founded?
Livewire was founded in 2021. It employs 11 to 50 people.
Where is Livewire based?
Livewire is headquartered in Sydney, Australia, in the Oceania region.
How does Livewire make money?
Three revenue lines are on record. Gaming Marketing Campaigns are the primary driver. The others are gamer.ID Data Platform and research & Insights Publications.
Who are Livewire's main competitors?
Direct peers on record are Gamefam, Anzu, Bidstack and Super League Gaming. Microsoft Advertising (Activision Blizzard Media) is listed as a broad incumbent. Others are Publicis Groupe, Dentsu, WPP and Havas. Overwolf is listed as an emerging player.
Does Livewire have an API?
No public API is recorded for Livewire.
What industry is Livewire in?
Livewire's product category is Gaming Marketing Services. Its primary akta.pro industry code is MPAFAAAD, Live-Service & MMO Game Studios, with a secondary code of BPAMAKAL, Game Backend & LiveOps Platforms (BaaS/Analytics/Hosting). Its NAICS code is 51621 and its SIC code is 7311.