LONDON, UK — SuperAwesome, the leading youth technology and insights provider, has announced the launch of the world’s first under-18-focused audience data and recommendation platform. Awesome Intelligence will give brands and agencies unprecedented clarity on the creator-led and immersive gaming environments where the next generation socializes, shops, and plays.
For over a decade, SuperAwesome has partnered with brands, agencies, creators, and developers to engage the under-18 audience in a way that is safe, authentic, and impactful. Youth audience fragmentation has exploded in recent years as time split across different platforms such as Roblox, YouTube, mobile games, and streaming TV has continued to increase. Safe, compliant, actionable data on kids and teens has never been so elusive. Together these issues make brands’ abilities to plan and activate engaging them an immense challenge. The launch of Awesome Intelligence aims to solve this data scarcity problem, equipping brands to identify audiences and plan campaigns across all platforms, making ads and content activated on any one platform measurably more effective.
Liz Grampp, VP of Global Marketing Communications at Moose Toys, said, “We’re interested in discovering more about audiences, not just ages… Plus, today, we’re in an environment where we’re reaching out to our audiences across a very loud and fragmented space.”
Kate O’Loughlin, CEO of SuperAwesome, added, “Because kids and teens spend their time in NEW new media and safe data about their motivations is scarce, it can feel like a guessing game on how to best engage with them. Awesome Intelligence is the culmination of our continued investments in kidtech and innovation at the pace of change among under-18 audiences. We believe that it will forever empower the youth ecosystem and equip it in a way that simply hasn’t been possible before.”
Awesome Intelligence draws on SuperAwesome’s qualitative and quantitative research, tens of thousands of cross-vertical youth campaigns, emerging creator-led ecosystems, unparalleled regulatory expertise, and proprietary data from partners. The first data partnership to be announced for Awesome Intelligence is with the metaverse media company for Gen Z and Alpha communities. Together, SuperAwesome and Gamefam will deepen the understanding of youth audiences in immersive gaming environments for brands.
Ricardo Briceno, Chief Business Officer at Gamefam, commented, “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. 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.”
By surfacing compliant data on Gen Alpha/Z’s interests and behaviors from every platform they spend time in, Awesome Intelligence’s technology enables brands to build an advanced view and understanding of the youth audience. This moves beyond age and gender and into actionable insights such as platform habits, fandoms, favorite creators, psychographics, and more, finally solving the long-standing challenge of data scarcity for brands looking to engage with kids and teens.
