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Kid tech firm SuperAwesome has launched a new under-18-focused audience data and recommendation platform.
The company said its new Awesome Intelligence platform is designed to give brands and agencies “safe and compliant” data and insights into the behaviour of children and teens, or Gen Z and Alpha.
It aims to cover a variety of platforms, including Roblox, YouTube, mobile games and TV streaming and would help brands plan campaigns across the different mediums.
Awesome Intelligence draws on SuperAwesome’s qualitative and quantitative research, cross-vertical youth campaigns, emerging creator-led ecosystems, regulatory expertise and proprietary data from partners.
SuperAwesome’s first data partnership for the platform is with UGC platform games developer Gamefam.
“Guessing game”
“Because kids and teens spend their time in new media and safe data about their motivations is scarce, it can feel like a guessing game on how to best engage with them,” said SuperAwesome CEO Kate O’Loughlin.
“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.”
Gamefam chief business officer Ricardo Briceno added: “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.”
SuperAwesome was acquired by Fortnite developer Epic Games in September 2020 for an undisclosed fee.
