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Kid tech firm SuperAwesome has recently announced the launch of an audience data and recommendation platform focused on those under 18.
The company’s new platform, called Awesome Intelligence, aims to provide brands and agencies with safe and compliant data and insights into the behavior of children and teens, specifically Gen Z and Alpha demographics.
It covers various platforms such as Roblox, YouTube, mobile games, and TV streaming, assisting brands in planning campaigns across different media.
Awesome Intelligence leverages SuperAwesome’s qualitative and quantitative research, cross-vertical youth campaigns, emerging creator-led ecosystems, regulatory expertise, and proprietary data from partners.
SuperAwesome’s initial data partnership for the platform is with UGC platform game developer, Gamefam.
“Guessing game”
SuperAwesome CEO Kate O’Loughlin stated, “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. 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 also 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.
