MKTG partners with LetsPlay.Live for more esports, gaming in Australia

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 30 June 2021

Dentsu’s MKTG Sports + Entertainment (MKTG) has partnered with esports tournament organiser and media company LetsPlay.Live (LPL) to deliver more gaming and esports commercial opportunities in the Australian market. 

LPL offer up to six days a week of broadcast content through global streaming platform Twitch and linear networks, such as Channel 7 in the Australian market. Additionally, LPL has worked with all major gaming publishers and brands, such as the NRL through the League Royale.

MKTG’s brand partners will be able to seize the audience that gaming and esports content attracts, with IGEA's Digital Australia 2020 report finding that two-thirds of Australians play video games.

"LPL sees the tremendous value in partnering with a global leader in marketing and partnerships," says LPL managing director Duane Mutu.

“Gaming and esports are dominating the media market both locally in ANZ and worldwide, and we are honoured that MKTG, and their parent company dentsu Sports International, see the immense value in this industry and in LetsPlay.Live's content.

“We are incredibly excited to bring esports and gaming marketing opportunities to Australian brands and to help support our regional ecosystem with their backing."

MKTG offers commercial rights acquisitions, sponsorship management, brand experiences, and more. The agency works with brands including Mondelez, Jaguar Land Rover, DoorDash, Carlton United Brewery, and MLC.

"There is no denying the power of esports and its growth in ANZ and beyond,” says MKTG APAC managing director Matt Connell.

“We could not be more excited to partner with LPL to introduce the incredibly powerful marketing opportunities that Duane and his team are delivering today that we believe are different to what the Australian market has seen. Together we are also excited to be working on future strategic opportunities that we hope to be truly game-changing for the entire gaming industry in Australia."

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