Galaxy Racer, a global transmedia house focused on esports, gaming and lifestyle, has announced a strategic partnership with a leading APAC-based Ad tech platform for growth, Tyroo. With Tyroo’s expertise and resources, Galaxy Racer aims to create unique and interesting activations for its creators which will help them monetize and grow their influence while interacting with brands. Through research-backed, data-driven marketing solutions, Galaxy Racer and Tyroo aim to disrupt, redefine, and create value for the Indian gaming and esports sector.
Commenting on the association, Romeo Misao, Country Head, India, Galaxy Racer, said “We at Galaxy Racer have been relentlessly focused on growing our India presence and investing in an increasing number of local content creators. We are excited to join hands with an AdTech pioneer like Tyroo and look forward to adopting a research-backed, data-driven approach to support our creators. It has been our constant endeavour to create an inclusive, holistic and experience-driven culture for the Indian gaming and esports sector and our association with Tyroo will help us on our crusade to redefine this space.”
“We believe that gaming, in-app advertising and esports hold a huge opportunity for brands to reach untapped audiences. Brands are looking to expand their media plans to connect with consumers as the world continues to move towards a privacy-centred world. We want to create an ecosystem that is powered by data, transparency and unique audiences for our clients. We believe this partnership will add to the joint goal for both our team and drive impact in the gaming and esports landscape through our innovative solutions,” said Akshay Mathur, Chief Revenue Officer, Tyroo.
With a global presence spanning the Middle East, North Africa, Southeast Asia, South Asia, and Europe, Galaxy Racer manages over 100 content creators with over 500M followers, generating over 2.5 billion monthly views. It has 5 key verticals including Competitive Teams (Nigma Galaxy, the merger between Team Nigma and Galaxy Racer), Content Creators (GXR Creators), Content & Events Production (GXR Studios), Consumer Goods (GXR Limited), and GXR Records, a newly established record label.
Tyroo offers solutions spread across the marketing funnel including a creative experience SaaS platform. The company recently incubated its gaming division – Tyroo Comet. Galaxy Racer has exclusively partnered with Tyroo Comet for driving brand partnerships across its media portfolio in the Indian market. Leveraging Tyroo Comet’s proprietary live streaming media-tech solutions for brands, Galaxy Racer will work towards nurturing its esports and gaming content creator IPs in 2022 and beyond.
