iion Partners with WeGame2 to Expand Unified Game Advertising in UK & EU

iion is cementing its growth in the European region through its strategic partnership with female-founded global gaming consultancy WeGame2.

This collaboration marks a significant milestone in its mission to elevate game advertising as an essential media channel for brands.

Unifying Fragmented Audiences

The game advertising company’s proprietary technology, immersiion, is at the heart of this partnership. The groundbreaking unified game advertising platform addresses the longstanding challenge of audience fragmentation in the gaming industry. 

iion’s innovative technology has simplified the advertising process for brands and agencies by creating a central point for brands to access all gamer audiences across devices, platforms and environments through a central game advertising ‘control centre’.

With immersiion, advertisers can effectively reach gamers across multiple IAB-defined touchpoints:

• In the game: Engaging players during active gameplay.
• Around the game: Engages players during the gaming experience but not within the game iteself.
• Away from the game: Reaching gamers beyond gameplay through streaming, esports, content and influencer marketing.

This comprehensive offering ensures that brands can maintain a consistent presence throughout the game audiences' journey, maximising visibility and engagement.

Strategic Expertise Meets Innovative Technology

WeGame2 brings to the table its deep industry knowledge and strategic acumen. The consultancy will play a crucial role in guiding agencies and brands through the intricacies of gaming advertising, helping them craft and execute full-funnel campaigns that leverage iion's diverse product offerings and inventory.

Lisa Menaldo, CEO and Co-Founder of WeGame2, expressed enthusiasm about introducing iion's proprietary "immersion game advertising platform” to the UK market:

"We are excited to bring iion’s proprietary technology ‘immersion’ into the UK, a platform that allows brands to plan, activate and measure against many different gaming environments. The platform addresses the fragmentation problem for marketeers, bringing unification, accessibility and simplicity to the channel.”

Changing the Game for Brand-Gamer Connections

The collaboration between iion and WeGame2 opens new avenues for brands to forge meaningful connections with gaming audiences. Nina Mackie, CRO & Co-Founder of WeGame2, highlighted the benefits of the partnership:

“We are champions for diversity, sustainable advertising, and accessibility for all. This alliance with iion empowers us to further fortify the connection between brands and gamer audiences. 

“Gaming advertising campaigns have the potential to attract new consumers whilst fostering loyalty among existing fans. With the iion network and WeGame2’s expertise in gaming advertising, brands can now craft impactful and meaningful campaigns that resonate across multiple platforms.”

A New Era of Gaming Advertising

Yun Yip, Chief Commercial Officer of iion, emphasised the transformative potential of this partnership:

We are thrilled to accelerate our growth in the UK and EU region with WeGame2. Their profound understanding of these markets and the gaming industry and their excellence in integrating gaming and marketing expertise make them an ideal partner for us. At iion, we take pride in being the world's only game technology platform that offers unmatched consumer attention, audience engagement, and creative impact through gaming. Our partnership with WeGame2 represents a significant step towards revolutionising gaming advertising, offering brands and agencies innovative ways to connect with nearly 80% of the region's population in meaningful and effective ways. For brands and agencies looking to harness the power of gaming to connect with audiences, the future looks brighter than ever. 

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