Foxtel Media and Livewire, the global leader in gaming marketing, have formed a multi-year strategic partnership designed to unlock the world of video gaming for Australian brands. The partnership will see Foxtel Media’s audience segments ‘Characters’ integrated into the Livewire environment, creating new opportunities for advertisers to connect with fast-growing gaming audiences in virtual environments such as Roblox. Sharing the news at the Foxtel Media Upfronts, Foxtel CEO Mark Frain commented, “The lines between traditional sports and gaming are blurring fast. Collaborating within GamerID, we offer advertisers a safe, compliant, and highly precise way to reach gaming audiences across platforms. Mark Frain added: “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.