Livewire, a game marketing startup, has launched Gamer.ID, a next-generation identity framework within its Gameview technology stack.
Powered by Optable’s identity management and data collaboration infrastructure, Gamer.ID is a gaming-native identity solution enabling brands and agencies to reach gaming audiences with precision, scale, and compliance.
At the core of Gamer.ID is Gamer.Graph, Livewire’s proprietary identity resolution engine. Gamer.Graph analyzes real-time and predictive data, empowering brands to precisely target the right players with the right messaging – all without compromising user privacy. Gamer.ID is like a smart system that helps brands understand gamers while keeping data private, the company said.
As gaming surpasses traditional entertainment formats, brands require a purpose-built identity framework to connect with gamers across PC, console, mobile, CTV, esports, and retail media networks. Gamer.ID eliminates reliance on third-party cookies, providing deterministic, first-party gaming audience data that fuels high-impact media campaigns.
“Our mission is to continue to be a global leader in understanding gamers better than anyone,” said Indy Khabra, cofounder at Livewire, in a statement. “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.”
Khabra added, “Traditional identity solutions have failed gaming audiences, but Gamer.ID enables brands to reach authentic gamers across all touchpoints—without cookies or probabilistic models. This isn’t just another ID graph; it is a comprehensive gaming identity framework that bridges gaming, programmatic, and commerce. For brands serious about gaming, Gamer.ID is essential.”
As one of the most advanced gaming identity solutions built today, Gamer.ID features three core pillars:
● DMP (Data Management Platform) – Ingests and segments deterministic gaming data, giving brands real-time audience intelligence across the entire gaming ecosystem. Integrates with SSPs, DSPs, and CTV platforms for full-funnel activation.
The DMP is like a giant digital library that collects and organizes gaming-related data. It helps brands understand what types of games people play, how often they play, and what they might be interested in.
● Gamer.Graph (Identity Graph) – Resolves millions of first-party gaming IDs, in-game engagement signals, and transactional data into privacy-safe audience cohorts, ensuring high-fidelity targeting across programmatic, in-game, and CTV activations. The identity graph is like a puzzle that connects different pieces of data to recognize the same gamer across different devices and games—without using personal details like emails or names. It helps brands show relevant ads without knowing exactly who you are.
● Clean Room – Optable’s clean room technology provides a secure, privacy-compliant environment where brands can onboard and match first-party data without exposing personally identifiable information (PII). Supports retail media networks, CTV, and programmatic buyers.
Imagine a secure meeting room where brands and game publishers can compare their data without actually sharing private details. This allows advertisers to find the right audience while keeping gamer information safe and anonymous. Together, these tools help brands reach gamers in a way that’s relevant and privacy-friendly but improving media effectiveness.
The company said Gamer.ID is privacy-first by design, built to meet the strictest GDPR, CCPA, and global privacy regulations. The Clean Room ensures secure data onboarding, matching, and activation, preventing data leakage and giving brands the confidence to execute campaigns in a fully compliant environment.
Through direct integrations with gaming publishers, platforms, and DSPs, Gamer.ID enables seamless programmatic activation across multiple channels. Brands can leverage Gamer.ID to power in-game and rewarded video ads across mobile, PC, and console, activate campaigns on CTV and gaming streaming platforms such as Twitch and YouTube, and connect gamer audiences to online and offline purchases through retail media and commerce networks.
“The way brands connect with gaming audiences is changing fast, and privacy is at the center of it,” said Bosko Milekic, chief product officer at Optable, in a statement. “Partnering with Livewire to power Gamer.ID makes data collaboration seamless and effective, helping brands reach gamers without outdated tracking methods or guesswork. Our goal at Optable has always been to give advertisers the tools they need to work with their data securely, responsibly, and with confidence.”
Livewire’s expertise in gaming helps brands navigate an expanding landscape where gaming continues to capture more consumer attention. Through Gamer.ID and Gamer.Graph, marketers can better connect with gaming audiences through data-driven insights and targeting.
By pairing Livewire’s deep understanding of the gaming ecosystem with Optable’s industry-leading data collaboration and clean room technology, Gamer.ID delivers a privacy-first identity framework designed for the future of gaming advertising.
Livewire previously raised $4.7 million in a Series A round in 2022. It has 45 employees and was started in 2021. It was founded on a belief that gaming marketing is the key the unlocking mass engagement for brands. Research shows that the next frontier of marketing is immersive, interactive and playable. The opportunity is to provide innovative, effective and scalable advertising opportunities to brands in a way that is authentic and simple to execute, the company said.
