Ampverse rolls out Pixel to connect brands with gamers

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Gaming company Ampverse Group has launched Pixel, a new division dedicated to building gaming communities and connecting global brands across Southeast Asia with entertainment platforms such as Roblox, Minecraft, and Grand Theft Auto.

In a statement seen by MARKETING-INTERACTIVE, Ampverse said Pixel will deliver digital experiences for gamers and drive brand-to-consumer connections inside gaming platforms. The company, founded by executives from Twitch, Universal Music, and Havas, said Pixel would enable brands to reach close to 200 million gamers across Southeast Asia and the Gulf States.

The division will provide development and publishing services to build and maintain experiences across platforms such as Roblox, Minecraft, and Grand Theft Auto. It also emphasises on long-term community building and engagement strategy.

Don't miss: Roblox rewards players with in-game benefits if they watch Google ads

To ensure cultural relevance, Pixel will provide localised insights tailored to the specific needs of the local gaming audience. Additionally, the division will provide marketing and distribution services through its in-house agency, Pulse, along with monetisation strategies and performance optimisation driven by data insights.

Under the suite of Pixel products and services, Ampverse will create servers, mini-games, branded skins, digital products, immersive brand activations, enabling brands to target gamers spending time in virtual communities. The company said it would also develop its own Ampverse virtual gaming communities, and those for brands.

Pixel will roll out in Vietnam, Thailand, and the Philippines as part of its Southeast Asia expansion.

The company previously worked with multiple brands and game publishers to activate across gaming channels including influencers, eSports partnerships, gaming events and gaming media buys. Its partners have included KFC, Nescafe, Redbull, Tencent., Razer, Chupa Chups, Burger King, Doritos, Samsung, Mastercard and Oppo.

"We are witnessing a momentous change in how brands increasingly engage with consumers in innovative digital environments. Our mission is to both build a portfolio of owned and operated gaming communities and also help brands seamlessly integrate into virtual worlds, delivering authentic and memorable experiences while driving real business outcomes," said Charlie Baillie, chief executive officer of Ampverse Group.

Baillie also noted that Grand Theft Auto VI, slated for release in September, is projected to be a major event, with forecasts estimating it will generate over US$3.2 billion in sales in its first year. As one of the most anticipated game releases of the decade, he said that it represents an "unparalleled opportunity" for brands to engage with a global audience through innovative in-game activations and experiences.

"By leveraging these dynamic virtual worlds, Ampverse Pixel is crafting immersive experiences that captivate global audiences and redefine interactive storytelling. We have the experience and understanding of the gaming market to help bring companies into this world via a range of branded activations," he added.

Pixel's unveiling follows the launch of Ampverse's full-service, next-generation marketing agency Ampverse Pulse in October 2024. The launch of Ampverse Pulse came as Ampverse Group’s logged working with over 300 global brands and game publishers, highlighting the strong demand and effectiveness of its products.

Ampverse Pulse expands on the group’s current marketing solutions offerings to provide a fully integrated solution for brands and game publishers spanning gaming influencer strategy and activations, gaming and entertainment IP partnerships, in-game advertising, user acquisition, media planning, gaming commerce partnerships and white-labelled tournaments and events.

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