Southeast Asian esports talent agency Tier One Entertainment has announced a partnership with in-game advertising company Admazing Co.
As a result of the collaboration, Tier One will offer Admazing Co.’s platform to the organisation’s local brand partners in the Philippines.
According to the release, Tier One’s decision to add in-game advertising to its core services is ‘essential’ for the organisation to ‘its gaming ecosystem’. Moreover, greater in-game advertising will help ‘push further its dominance in the mobile gaming industry with its esports team, Blacklist International’.
Joanne Llavore, Chief Commercial Officer, Tier One Entertainment, commented: “This partnership with Admazing Co. enables Tier One Entertainment to close the loop in terms of serving the advertising needs of brands.
“Our ultimate goal is to provide our clients with the solutions to efficiently penetrate the hard to reach Millennials and Gen Z audiences. Admazing Co. is a superior platform because it is the only one that has a direct connection to game developers hence, providing premium inventory.”
Earlier this year, Tier One Entertainment secured an undisclosed investment from Gobi Partners and record label Warner Music Group. The organisation also signed a partnership with media investment company GroupM in May.
Regarding the new partnership, Edward Castillo, Managing Director, Admazing Co. added: “We recognised Tier One’s expertise in the gaming industry and I am especially proud of this collaboration because it highlights how we are working together to change the advertising era through mobile game advertising, and help build the next generation audience experience in a brand-safe environment.
“This partnership also represents a major milestone in the growth of mobile gaming as an effective territory in the region.”
Esports Insider says: Creating greater advertising opportunities will always be beneficial to esports organisations, as long as the integrations are executed correctly. Given that the collaboration is focused on in-game advertising, it’ll be intriguing to see what Tier One’s future sponsorship deals will entail.