Wargaming.net targets broader male consumer with refreshed Discovery partnership
Wargaming.net, the game developer and publisher, has inked a content deal with Discovery for the third year running, this time targeting a broader male audience with sponsorship across its motoring programmes.
The partnership was brokered by Starcom MediaVest’s content division, Liquid Thread and runs from April until the end of June. In addition to sponsorship, Wargaming.net will also launch a TV campaign across the Discovery portfolio.
Al King, global brand director at Wargaming.net, said it has previously focused its sponsorship on historical programming to reach its target audience. It hopes by broadening it out to motoring it will engage a younger, male audience.
“We built on the learnings and relationship we have to get a bigger presence on their networks,” he added.
Martin Heaton cooper, VP of commercial development at Discovery Networks added the partnership has been fruitful for both parties.
“We share not only gaming audiences, but also passions for authentic history, outstanding storytelling and gaming. We are thrilled to be working together for a third year.”