Corus Entertainment has announced a partnership with Florida-based adtech network, Playwire, that will see it launch a Canadian e-gaming network as part of an ongoing digital expansion and broaden its YouTube offerings.
Playwire specializes in maximizing revenue returns for publishers and content creators in esports, gaming, kids education and entertainment. Corus says the new offerings will create premium ad inventory online, in-game, and across connected TV devices, with the potential to reach 3.8 million gamers in Canada.
“E-gaming has become a global phenomenon and attracts huge, highly engaged audiences,” said Philippe Kleim, Head of Digital Sales, Corus, in a release. “Playwire is an innovative organization that seamlessly integrates brand messages into the world of e-gaming. Partnering with Playwire is another way Corus is delivering premium content across even more platforms, offering advertisers meaningful connections with Millennials and Gen Z in a brand safe environment.”
The Playwire announcement follows Corus’ content partnership with U.S. youth culture brand, Complex Networks, last June; its acquisition of the Kin Community Canada creator network in early 2019; and an expansion of branded content offerings from in-house social content studio, so.da, over the past two years.
In addition to partnering with Playwire, Corus says it’s expanding its YouTube multichannel network and is now selling that advertising inventory directly. The network currently operates over 200 channels on the video platform, including Complex, Food Network, HGTV, Nelvana, Kin Community Canada, Global News and ET Canada.
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