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Kid tech firm SuperAwesome has unveiled a new platform focused on under-18 audiences, providing data and recommendations.
The company introduced its new Awesome Intelligence platform, designed to offer brands and agencies secure and compliant data and insights on children and teenagers, specifically Gen Z and Alpha demographics.
It covers various platforms such as Roblox, YouTube, mobile games, and TV streaming, assisting brands in developing campaigns across different mediums.
Awesome Intelligence leverages SuperAwesome’s qualitative and quantitative research, cross-vertical youth campaigns, emerging creator-led ecosystems, regulatory expertise, and exclusive partner data.
The first data partnership for the platform is with UGC platform games developer Gamefam.
“Guessing game”
“With kids and teens engaging in new media and limited safe data on their motivations, understanding how to effectively engage with them can sometimes feel like a guessing game,” said SuperAwesome CEO Kate O’Loughlin.
“Awesome Intelligence represents our ongoing investments in kidtech and innovation to keep pace with the rapidly changing under-18 audience landscape. We believe it will revolutionize the youth ecosystem and provide capabilities that were previously unavailable.”
Gamefam’s chief business officer Ricardo Briceno commented, “Collaborating to integrate data and insights across all digital environments where youth audiences spend their time will address the disparity in time spent versus brand investment in immersive gaming environments.
“Working with SuperAwesome to enhance their Awesome Intelligence capabilities will quantify the significant value of activations in platforms like Roblox while ensuring data safety and privacy.”
In September 2020, SuperAwesome was acquired by Fortnite developer Epic Games for an undisclosed amount.
