What you need to know:

• Funding round oversubscribed.
• New clients include Uber, Binge and Warner Music Australia
• Livewire now bidding for accelerated scale to bring marketing budgets to mass gaming audiences.

Australian 'gametech' firm Livewire has raised $4.7m and will use the funding to “scale up and invest in our gametech products, talent, and our business operation”, per co-founders Indy Khabra and Brad Manuel (pictured).

The company aims to scale-up marketing investment into gaming locally and globally as brand budgets are yet to get anywhere close to commensuration with massive audiences.

Livewire claims its partnerships in ANZ and APAC for in-game advertising media equate to circa 55 billion impressions across the Livewire Ad Marketplace. These include Activision Blizzard Media (Candy Crush), AudioMob, the Top 200 games, Roblox and APAC programmatic AAA advertising within Xbox and PlayStation games.

It touts Uber Eats as a new client win, with the firm helping to inform the tech giant’s gaming strategy, plus Foxtel’s Binge and Warner Music Australia.

The oversubscribed round was led by cornerstone investor RealVC, and includes participation from Perennial Private Ventures, Alua, co-founder of Hills Cider Company Toby Kline, Founding Regional President of EA Asia Pacific, Nigel Sandiford and strategic investors within the gaming ecosystem.

RealVC’s Managing Partner Matt Berriman, founder of Unlockd, now joins the Board.