To help solve the data scarcity problem driven by kids & teens spending more time on hard-to-track platforms such as Roblox, YouTube, mobile games and streaming, kidtech company SuperAwesome has introduced a new youth-focused data and recommendation platform.
Awesome Intelligence will give brand owners and agencies “unprecedented clarity on the creator-led and immersive gaming environments where the next generation socializes, shops and plays,” according to a release.
And by helping them identify and understand the ever-evolving youth audience, the platform will assist brand owners with planning more effective and measurable content and ad campaigns.
The tech’s more advanced view of the youth audience will move beyond age and gender data and into more actionable insights including platform habits, fandoms, favorite creators and psychographics (consumer data based on psychological characteristics and traits such as values, social status, desires, goals, interests and lifestyle choices).
Awesome Intelligence will also tap SuperAwesome’s qualitative and quantitative research, tens of thousands of cross-vertical youth campaigns, emerging creator-led ecosystems, regulatory expertise and proprietary data from partners.
The platform’s first data partnership is with metaverse game developer Gamefam. “Partnering to connect data and insights across all of the digital environments where youth audiences spend their time will help solve the mismatch in time spent and brand spend in immersive gaming environments,” says Gamefam’s chief business officer Ricardo Briceno. “Working with SuperAwesome to build their Awesome Intelligence capabilities will help quantify the huge value of activations in platforms like Roblox in a way that ensures data safety and privacy.”
In related Gamefam news, the company has partnered with Spin Master to launch a new Hatchimals experience in its popular social roleplay Roblox game, Twilight Daycare. And a free Hatch Day Event will kick the initiative off on October 4, featuring new quests and digital outfits for players’ avatars.