Gaming marketing company Livewire has partnered with VADR Media, the parent company of online competitive chess platform Checkmate.live.
Livewire will act as part of Checkmate’s commercial arm. As a result, the company will market Checkmate’s online and broadcast assets to brands and agencies.
According to a release, the partnership will help Checkmate leverage its game-tech stack to create programmatic in-game advertising and custom brand integration solutions.
Checkmate is a skills-based chess platform that sees users compete to win cash, credits, crypto and other rewards. Prior to creating Checkmate, VADR Media founded Australasia linear and online esports broadcaster Let’s Play Live (LPL). In 2019, LPL was fully acquired by Casino operator SKYCITY Entertainment.
The partnership comes shortly after Checkmate announced exclusive long-term partnerships with the Arab Esports Federation and the Asian Chess Federation.
The partnerships position Checkmate as the federations’ exclusive broadcast, data, online tournament and web3+ partner, a release said. This, in turn, should provide stakeholders and partners with the ability to plan long-term campaigns and community engagement activities.
Livewire Co-Founders and Co-CEOs, Brad Manuel and Indy Khabra, commented: “The Livewire team is thrilled to partner with VADR Media and Checkmate. They have an established track record of bringing new media to market, from pay-per-view to esports, sports and esports governance and successfully driving audience growth.
“Checkmate’s platform and broadcast capability paired with Livewire’s gametech offering and industry expertise will be a gamechanger for brands, adding to our already broad inventory offering.”
Since being founded in 2021, Livewire has expanded to open offices in Australia, Asia, Germany, Austria, North America and India. The company has also partnered with Activision Blizzard for Candy Crush, as well as AudioMob and APAC programmatic advertising within Xbox and PlayStation games.