Gaming marketing leader Livewire has unveiled Gamer.ID, a new identity framework designed to enable brands and agencies to reach gaming audiences while maintaining privacy compliance and targeting precision. The launch comes at a critical time as the gaming industry adapts to stricter privacy regulations and the planned deprecation of third-party cookies.
The framework is built around Livewire’s proprietary Gamer.Graph identity resolution engine, which processes millions of first-party gaming IDs, in-game engagement signals, and transactional data to create privacy-safe audience cohorts. The system enables targeted advertising across programmatic, in-game, and Connected TV (CTV) channels, similar to how other digital identity solutions have approached cross-channel targeting.
A key component of Gamer.ID is its Data Management Platform (DMP), which processes deterministic gaming data to provide real-time audience intelligence. The platform integrates with Supply-Side Platforms (SSPs), Demand-Side Platforms (DSPs), and CTV platforms for comprehensive campaign activation. The approach to digital identity management marks a significant advancement in how gaming audiences can be reached while respecting privacy concerns.
“Our mission is to continue to be a global leader in understanding gamers better than anyone,” states Indy Khabra, Co-Founder and Global Media, Data and Technology Lead at Livewire. “With Gamer.ID and Gamer.Graph, we are revolutionizing audience targeting in gaming. Our privacy-first approach combines premium data intelligence with measurable results for brands.”
The framework incorporates Optable’s clean room technology, providing secure data onboarding capabilities that allow brands to match first-party data without exposing personally identifiable information (PII). “The way brands connect with gaming audiences is changing fast, and privacy is at the center of it,” says Bosko Milekic, CPO and Co-Founder at Optable. “Partnering with Livewire to power Gamer.ID makes data collaboration seamless and effective, helping brands reach gamers without outdated tracking methods or guesswork.”
Gamer.ID facilitates programmatic activation across multiple channels through direct integrations with gaming publishers, platforms, and DSPs. The framework supports in-game and rewarded video ads across mobile, PC, and console platforms, as well as campaigns on gaming streaming platforms like Twitch and YouTube. It also enables connections between gamer audiences and retail media networks.
The solution operates in compliance with GDPR, CCPA, and global privacy regulations, offering brands and agencies a deterministic, first-party gaming audience data solution that eliminates dependence on third-party cookies. The privacy-centric approach matches broader industry trends toward enhanced data protection and user privacy, particularly as regulatory scrutiny of digital advertising practices continues to increase.
Sources: Optable, Digital Media Wire, Gamespace
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