# Livewire Unveils Gamer.ID: A New Era in Gaming Identity Solutions
Livewire, an innovative startup focused on gaming marketing, has introduced Gamer.ID, an advanced identity framework integrated into its Gameview technology suite.
Leveraging the robust identity management and data collaboration capabilities of Optable, Gamer.ID serves as a gaming-centric identity solution that enables brands and agencies to effectively engage with gaming audiences in a precise and compliant manner.
## Empowering Brands with Gamer.Graph
At the heart of Gamer.ID lies Gamer.Graph, Livewire’s unique identity resolution engine. This powerful tool processes real-time and predictive analytics to help brands target specific gamers with tailored messaging while safeguarding user privacy. According to the company, “Gamer.ID functions like an intelligent system that provides insights into gamer behavior without compromising their personal data.”
## The Need for Tailored Identity Frameworks
As video games increasingly outpace traditional entertainment platforms in popularity, there is a growing necessity for specialized identity frameworks that connect brands with gamers across various mediums—including PC, console, mobile devices, CTV (Connected TV), esports events, and retail media environments. By eliminating dependence on third-party cookies and focusing on first-party gaming audience data instead, Gamer.ID enhances media campaigns’ effectiveness significantly.
## A Vision for Understanding Gamers
“Our goal is to lead globally in understanding gamers better than any other entity,” expressed Indy Khabra, co-founder of Livewire. “With innovations like Gamer.ID and Gamer.Graph at our disposal, we are transforming how audience targeting is approached within the gaming industry.” He emphasized that their privacy-first approach merges top-tier data insights with measurable outcomes for partners.
Khabra continued: “Conventional identity solutions have failed to effectively reach gaming audiences; however, Gamer.ID empowers brands to connect authentically across myriad touchpoints—without reliance on cookies or less reliable probabilistic models. This isn’t merely another ID graph; it’s a holistic framework designed specifically for the intersection of gaming engagement and commercial objectives.”
## Key Features of Gamer.ID
### 1. Data Management Platform (DMP)
The DMP component ingests deterministic gaming information while segmenting it effectively so brands can access up-to-the-minute audience intelligence across different facets of the gaming ecosystem. It seamlessly integrates with SSPs (Supply Side Platforms), DSPs (Demand Side Platforms), and CTV systems for comprehensive activation strategies.
### 2. Clean Room Technology
Optable’s clean room tech guarantees a secure environment where brand-specific first-party data can be onboarded and matched devoid of personally identifiable information (PII). This setup bolsters support systems including retail media networks as well as programmatic buyers.
Imagine this clean room as a safe space where both advertisers and game developers can analyze their datasets collaboratively without disclosing sensitive personal details about users—thus enabling accurate audience targeting while retaining player anonymity.
## Privacy-Centric Design Compliance
The design ethos behind Gamer.ID prioritizes privacy from inception; it adheres rigorously to GDPR standards among other global regulations concerning user confidentiality. The Clean Room facility allows secure onboarding procedures whilst mitigating risks related to unauthorized data leaks—instilling confidence in brands desiring compliance during campaign executions.
Through direct partnerships established between game publishers/platforms/DSPs throughout its ecosystem’s expanse—it facilitates smooth programmatic operations across assorted channels such as mobile devices alongside consoles.
Brands leveraging this innovative tool can run interactive ad campaigns within games or utilize rewarded video formats through platforms like Twitch or YouTube—all whilst creating linkages between gamer engagements leading towards both online/offline purchases.
## Evolving Brand Engagement Strategies
“The methods by which companies interact with gaming communities are evolving rapidly,” noted Bosko Milekic—the chief product officer at Optable—“and centralizing privacy principles remains paramount.” Their partnership has enabled seamless collaborative opportunities aimed at optimizing brand outreach without reverting back onto antiquated tracking practices fraught with uncertainty.
By melding Livewire’s thorough comprehension surrounding gamer behavior alongside Optable’s cutting-edge frameworks relating specifically toward secure collaborative practices—the resultant output from structures such as Gaming ID promises creates exciting horizons moving forth within advertising realms linked deeply into digital interactivity found prevalent today.
Livewire demonstrated considerable growth potential when it secured $4.7 million via its Series A funding round back in 2022—and since then has expanded its workforce dramatically since launching only two years prior—with aspirations entrenched firmly around revolutionizing mass consumer engagement through immersive experiences primed distinctly around gameplay interactions amalgamating these engaging attributes cohesively along pre-existing advertiser narratives highlighted herein spanning diverse industries targeted efficiently based upon aforementioned improvisations promised henceforward!
