Credit: Florian Olivo via Unsplash
Foxtel Media has signed a multi-year deal with gaming marketing platform Livewire, said to be the first major partnership between an Australian media network and a gaming-focused company.
The move, announced at the Foxtel Media Upfronts, opens up advertising and audience-targeting opportunities in virtual environments such as Roblox, underpinned by Livewire’s data and activation tech.
Mark Frain, CEO of Foxtel Media, said the convergence of sport and gaming represents a shift in how audiences engage with entertainment.
“Gaming is no longer just the domain of hardcore players, it’s a mainstream cultural force, drawing millions through live events, celebrity streamers, and global tournaments,” he said.
“Our access to new and innovative game formats is a prime example of the new frontiers we’ll be exploring in 2026 and beyond.
“These are the audiences of today.”
As part of the deal, Foxtel Media’s audience segments, known internally as “Characters”, will be integrated into Livewire’s media environment, allowing brands to reach gaming audiences through immersive activations.
Foxtel will also launch Kayo SPORTS Stadium in Roblox, offering what it describes as a multi-sports experience designed to encourage family co-playing.
Launching in February 2026, it will feature code-aligned mini-games and live appearances from sporting personalities.
“Through this unique partnership we are firstly extending the reach of our existing platform to our advertising partners to help reach highly engaged, premium gaming audiences using Foxtel Media Characters,” Frain said.
“But beyond this, we are opening up an entire new virtual world of possibilities in Roblox. It’s a fantastic example of how we are inviting the industry to enter the game and explore the future of advertising.”
The partnership also includes a data-sharing initiative powered by Livewire’s Gamer.ID, a privacy-compliant identity solution for gaming audiences.
It uses anonymised and encrypted data to build cross-platform gamer profiles and ensure global compliance, including with GDPR and CCPA.
“By partnering with Foxtel Media, we will bring major Australian sporting moments into the virtual world, and create huge opportunities for brands to reach gaming audiences with timely, relevant and highly effective opportunities,” co-founder and co-CEO of Livewire, Indy Khabra, said.
“From talent amplification to deep in-game integrations, the potential for innovation is endless,” he said.
The companies claim the Roblox platform continues to grow, with 380 million users globally and 6 billion hours of monthly playtime.
The Kayo Sports Stadium will offer advertisers new branding and integration formats tied to sport and entertainment.
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