WildBrain Spark Expands to the Metaverse

Partnership gives brands an opportunity to reach kids and teens through many of the most popular games on the Roblox platform.

License Global

November 9, 2021

WildBrain Spark, a YouTube and YouTube Kids AVOD network, is now the exclusive advertising partner of Gamefam, one of the publishers on Roblox, with a game catalog including “Tower of Misery,” “Twilight Day Care” and “Car Dealership Tycoon.”

Through this partnership, WildBrain Spark and Gamefam are creating brand-safe, relevant and audience-appropriate experiences for brands, game developers and players on one of the world's most popular and fastest-growing gaming platforms.

Gamefam's titles have been visited more than 5.5 billion times and are played for an average of 150 million minutes every day.

Under the partnership, WildBrain Spark holds exclusive global rights to provide direct advertising services for the entire Gamefam network, with over 500 million visits every month and three of the top 10 games on the Roblox platform.

Through this partnership WildBrain Spark is responsible for all ad inventory and ad formats on the Gamefam network, which targets a core age group of 6- to 17-year-olds.

The Gamefam network also includes WildBrain's own IP as it develops more game titles, such as the new “Strawberry Shortcake” game created by Gamefam as part of the recent relaunch of the kids' brand.

"Our research shows that kids are influencing purchase decisions in today's household, providing key input on what parents are buying for their families," says Charles Gabriel, vice president and head, advertising sales, U.S., WildBrain Spark. "With the explosion in popularity of Roblox, advertisers now have a unique opportunity through WildBrain's partnership with Gamefam to deliver creative, authentic, and kid-safe brand opportunities in Roblox."

"With WildBrain Spark, we're bringing a new business model to the metaverse," says Joe Ferencz, chief executive officer, Gamefam. "We're heavily investing in game developers by putting professional brand advertising services around Roblox and introducing a transparent revenue share model. WildBrain Spark is already the number one advertising network for YouTube and YouTube Kids, and they can bring the same experience, advertiser relationships and technology infrastructure to the Roblox platform. With our massive and growing network of the metaverse's top creators and games, together with WildBrain Spark, we are ushering in an unprecedented opportunity for win-win-win engagement among developers, brands and gamers in the metaverse.”

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