Bidstack, UK-based in-game advertising (IGA) platform, announced a partnership with TotallyAwesome, a youth engagement platform, to expand its operations in the APAC region. 

TotallyAwesome is the developer of TotallyPlay, an in-game advertising platform specialized for youth for discovering and creating age-appropriate contextual and customized content to enable brands to create engaging ad experiences. The firm has partnered with several global brands including Disney, Mattel, Dreamworks, Lego, and Hasbro and provides access to 60,000 compliant media inventories. 

As a result of the partnership, Bidstack’s in-game solutions would be integrated with TotallyPlay’s platform. Bidstack currently claims to serve more than 2 billion advertising requests across APAC each month while TotallyAwesome claims to have more than 300 million monthly active users aged 4–24 across the APAC region.   

Analyst QuickTake: In-game advertising to the youth market is a relatively untapped market given heightened concerns over brand safety and privacy for minors. The partnership with TotallyAwesome which has received the relevant safety certifications and the endorsement of global youth brands may enable Bidstack to tap into this market where 77% of under-24s in the APAC region are video gamers. The new partnership brings Bidstack into the fold of partners which also includes rival IGA platforms including Anzu.io, Gadsme, and Frameplay. The new partnership further strengthens Bidstack’s activities in the region and follows its recent partnership with UNICORN to expand its operations in Japan.