Click Media Group becomes first gaming agency to join AiMCO
Australian brands are set to spend more than $1 billion on advertising in gaming environments this year.
Click Media Group has become the latest member of the Australian Influencer Marketing Council (AiMCO), and the first Australian gaming marketing agency to join.
Click Media Group is a digital creator agency which has worked on campaigns and experiences for brands such as McDonald’s, Coca Cola, and UberEats.
Click Media Group head of brand partnerships, Jess Wood, said: “We’re thrilled to be leading the way for Australia’s influencer community with our partnership with AiMCO."
The agency currently represents some of the biggest influencers locally and globally, including The Boys entertainment group, which has 6 million subscribers on YouTube; Aussie Antics, currently the second most watched Fortnite streamer globally; and EYStreem, Australia's largest producer of family friendly gaming content.
Wood added: “We know that gaming has a powerful cultural impact that transcends the category, particularly with younger audiences – that’s why it’s important for influencers and agencies to understand and adhere to best practice standards within their content.”
According to PwC figures, Australian brands are set to spend more than $1 billion dollars on advertising in gaming environments this year, overtaking the combined advertising spend on digital and print media for the first time ever.
Gaming has long been a substantial market for national advertisers with data from NewZoo showing that 77% of Australia’s online population engaged with video games in the past six months, while almost half of the nation’s online population enjoy viewing gaming video content.
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
AiMCO managing director, Patrick Whitnall, said: “Gaming has a huge global audience because modern gamers are so much more than just a player or reviewer – they’re part of an active, engaged, online community, interacting with content producers across multiple sites and touchpoints.
“This shift has given rise to the gamer influencer marketing industry, connecting audiences and brands in the gaming space. While the sector is still in its infancy in Australia, it’s starting to gain real ground, with gaming influencers garnering large fan bases and brand partnerships.”
Click Media Group joins AiMCO’s 100-plus membership base.
