Gaming platform

TotallyAwesome Unveils TotallyPlay Gaming Platform, for Brands to Engage with Gamers Under 18

TotallyAwesome, one of Australia’s digital advertising networks for Gen Z and families, launches TotallyPlay, a gaming platform that enables brands and advertisers to connect with over 450 million gamers in the region aged under 18 years without the need for third-party online data.

TotallyPlay said it will provide the largest media offering in the region through managed and programmatic offerings within specific youth audience segments in gaming, around gaming and beyond gaming formats.

Informed by a resident practicing psychologist and combining human moderators – including teens – with AI-based solutions, TotallyPlay will provide an unbiased, science-based approach with a focus on human interpretation, top exclusive media partnerships of its class and brand safety. .

Managing Director of TotallyAwesome AUNZ, James Sawyer, commented: “There has been enormous growth in the gaming industry over the past few years which is causing significant change and disruption in the media landscape.


“As gaming audiences shift from niche to mainstream audiences, brands are looking for new ways to reach consumers in, around and away from gaming. However, brand safety and compliance issues have traditionally made it difficult for brands to connect with the influential Gen Z under-18 audience in a gaming environment. The introduction of TotallyPlay will transform this and enable brands to enter the gaming arena responsibly and compliant, delivering a positive gaming experience and valuable marketing results.

TotallyPlay will offer safer in-game advertising formats including banners, rewarded videos, exclusive branded character skins or official brand and developer partnerships; around gaming – through partnerships and collaborations with creators, influencers and other media; and beyond gaming – through partnerships and curated experiences with partners such as official eSports tournaments, athletes, or forms of branded experiences built in other virtual environments. The platform aims to bridge the gap between greater content utility for brands and gaming experience for gamers.

TotallyAwesome CEO Will Anstee added, “Beyond creating highly selected, age-appropriate and brand-safe environments, we are fully invested in supporting a safer online future for those less 18 years old, and we’re excited about the future of gaming and the possibilities for safe and responsible gameplay to thrive in. As we know the biggest brands in the region feel the same way, our role is to connect them to this multi-hundred-billion-dollar industry with large-scale meaning and utility, with the best ROI their media dollars can buy.

TotallyPlay complies with COPPA and GDPR data privacy guidelines and regulations and is a member of the kidSAFE Seal program. The company adheres to the most advanced government regulations for data protection and children’s privacy, and its resident practicing psychologist advises on what is age-appropriate, helping to shape its products and develop tailor-made research solutions.