TORONTO — Corus Entertainment today announced it has partnered with advertising technology network Playwire to launch an e-gaming network in Canada.
The new offering will provide advertisers with whitelisted inventory online, in-game and across connected TV devices, plus access to first-party data, says the Corus news release, which did not reveal the new network’s name or official launch date. (Perhaps that information will come at Corus’ virtual upfront Tuesday morning.)
The partnership underscores Corus’ continued digital expansion across platforms, reaching 3.8 million gamers in Canada, and further bolsters its offering to advertisers to reach younger audiences, says the press release. Building on major digital growth in the past year with Complex Networks, so.da, and Kin Community Canada, Corus continues to reach audiences beyond women, families and lifestyle, adds its release.
(Corus isn’t the first Canadian broadcaster to launch an e-gaming network. Super Channel launched its GINX Esports TV Canada channel in May 2017.)
“E-gaming has become a global phenomenon and attracts huge, highly engaged audiences,” said Philippe Kleim, head of digital sales for Corus. “Playwire is an innovative organization that seamlessly integrates brand messages into the world of e-gaming. Partnering with Playwire is another way Corus is delivering premium content across even more platforms, offering advertisers meaningful connections with Millennials and Gen Z in a brand safe environment.”
Established in 2007, Playwire provides access to in-game advertising and integration with some of the most popular games, including Fortnite, Minecraft and Call of Duty, with a reach of 1.6 million unique visitors in-game in Canada, says the release. Exclusively representing Misfits Gaming Group, Playwire also provides branded opportunities with pro-gaming franchises, leveraging a network of some of the biggest influencers in the gaming and e-sports community.
In addition to partnering with Playwire, Corus is also expanding its digital footprint with its YouTube multichannel network, now selling its YouTube inventory directly. With more than 200 channels on YouTube, Corus garners more than 14 million monthly unique views and boasts 40 minutes average time spent with its brands, including Complex, Food Network, HGTV, Nelvana, Kin Community Canada, Global News and ET Canada.
With full upload control, Corus provides advertisers broadcast-quality production, with targeting abilities to ensure a brand-safe environment across all verticals, including men’s lifestyle, women’s lifestyle, food, kids and parenting, and news and entertainment, says the release.
