TotallyAwesome unveils industry’s largest brand safe gaming platform

Will Anstee, Chief Executive Officer of TotallyAwesome

TotallyAwesome, a digital advertising network for Gen Z and families, announced the Aussie and APAC launch of TotallyPlay, a gaming platform that enables brands to connect with the region’s estimated 450 million under-18 gamers without the need for third-party online data.

What is the market offering of TotallyPlay?

TotallyPlay will deliver the largest and best-in-class media supply in the Asia Pacific (APAC) region through managed and extensive programmatic offerings within specific youth audience segments across in-game, around the game and beyond the game formats.

Informed by a resident practising psychologist, and combining human moderators, including teenagers, with AI-based solutions, TotallyPlay will provide science-backed approach with a focus on human interpretation, best-in-class exclusive media partnerships and brand safety.

TotallyPlay will offer safer advertising formats – including banner, rewarded video, exclusive branded character skins or official partnerships with a brand and developer; around the game – via partnerships and collaborations with creators, influencers and other media; and beyond the game – via partnerships and curated experiences with partners like official eSports tournaments, athletes, or in forms of brand experiences built in other virtual environments.

TotallyPlay is compliant with COPPA and GDPR data privacy regulations and is a member of the kidSAFE Seal Program. The company follows the most advanced Gov’t regulations protecting kids’ data and privacy, and its resident practising psychologist advises on what is age-appropriate, helping shape its products and develop bespoke research solutions.

What were the executives’ thoughts on the product?

James Sawyer, AUNZ Managing Director of TotallyAwesome said, “There has been huge growth in the gaming industry over the last few years which is driving significant change and disruption within the media landscape. As the audience shifts from niche to mainstream, brands are seeking new ways to reach consumers in, around and away from the game.”

“However, brand safety and compliance issues have made it daunting for brands to connect with the influential under-18 Gen Z audience in a gaming environment. The introduction of TotallyPlay will transform this and empower brands to enter the gaming arena in a responsible and compliant way, delivering a positive play experience and valuable marketing outcomes.”

The platform aims to bridge the gap between greater content utility for brands and the experience of play for gamers. Will Anstee, Chief Executive Officer of TotallyAwesome commented, “Beyond creating highly curated age-appropriate, brand-safe environments, we’re fully invested to support a safer online future for under-18s, and are fascinated by the future of gaming and the possibilities for safe and responsible gameplay to flourish.”

“The region’s biggest brands feel the same, our role is to connect them with this multi-hundred billion-dollar industry with utility at scale, with the best ROI their dollars can buy.”

In April 2022, TotallyAwesome launched the first programmatic solution targeting under 18’s.