Esports tournament platform FACEIT has announced a security-focused partnership with data collaboration platform InfoSum.
According to the release, the partnership looks to create a ‘positive advertising experience’ as well as ensure the non-movement of player data.
FACEIT’s platform offers players, organisers, game developers and brands an entry into the competitive esports ecosystem through structured tournaments and social features.
Due to FACEIT’s product, the platform collects a variety of user data. By utilising InfoSum’s technology, FACEIT’s user data can be used and stored without the risk of being leaked or shared externally, the companies said.
As a result of these safety measures, FACEIT claims it will be able to more safely collaborate directly with brand partners and help offer tailored campaigns to users.
InfoSum’s solution will notably be used for FACEIT’s new advertising offering, FACEIT Ads, which launched earlier this year. The new offering provides brands with advertising space on FACEIT’s platform. The company also acts as a consultant to brands looking to understand the gaming audience.
Earlier this year, FACEIT has announced a partnership with high-end luxury brand Gucci to launch a new development programme called Gucci Gaming Academy.
The partnership will see InfoSum offer infrastructure that ensures the use and targetability of first-party data without data sharing or compromising integrity.
Dunstan Rickard, Advertising Sales Director at FACEIT, commented: “We’re fiercely protective of our users and to them, honesty and transparency are non-negotiable. We wanted a solution to the problem of the industry moving away from third-party cookies and data sharing and the changing ways advertisers can legitimately target users.
Marketeers still have very clear targeting objectives and will always chase the greatest efficiencies. This partnership with InfoSum provides an honest solution that maintains data integrity.”
The announcement also stated that FACEIT will maintain full control of its own first-party data.