{"id":601519,"date":"2026-09-15T23:24:11","date_gmt":"2026-09-15T23:24:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/601519\/"},"modified":"2026-09-15T23:24:11","modified_gmt":"2026-09-15T23:24:11","slug":"havas-play-taps-gaming-ad-platform-iion-for-new-playable-advertising-offering-across-anz-apac-campaign-brief-nz","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/601519\/","title":{"rendered":"Havas Play taps gaming ad platform iion for new playable advertising offering across ANZ + APAC \u2013 Campaign Brief NZ"},"content":{"rendered":"

\t\t\t September 16 2026, 9:48 am | BY Lynchy | No Comments<\/a><\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Havas<\/p>\n

\t\t\t\t\t \tHavas Play, Havas\u2019 culture-first agency network specialising in sport, entertainment, gaming and fandom, has partnered with gaming advertising platform iion to give brands across ANZ and APAC a faster way to create and deploy interactive, playable advertising across gaming, digital, and social environments.<\/p>\n

\u00a0<\/p>\n

The partnership will see iion become Havas Play\u2019s exclusive technology partner and platform for playable and mini-game builds, integrating its Playable Creator Studio into Havas Play\u2019s offering across the region. The offering, Havas Play:able, will combine the agency\u2019s culture and entertainment expertise with iion\u2019s technology to create branded experiences that encourage audiences to actively participate, rather than passively view an ad.<\/p>\n

The launch reflects Havas\u2019 Deliberately Different approach, helping brands engage audiences through immersive experiences that blur the lines between content, entertainment and commerce
Through iion\u2019s Playable Creator Studio, Havas Play will be able to generate bespoke, pitch-ready interactive concepts and previews before moving into production and deployment.<\/p>\n

The platform will be available across the Havas network and directly to brand clients. Several Havas Play clients are already exploring the capability to develop a series of casual gaming experiences across retail, FMCG and beauty categories. Early interest reflects the opportunity for simple, engaging playable experiences to connect consumers with brands in new ways, bringing the principles of gaming into everyday physical and digital environments.<\/p>\n

Says Yun Yip, Chief Commercial Officer at iion: \u201cThe era of passive media is over \u2013 every ad should be an invitation to play, interact, and engage, because that\u2019s how genuine brand love is created. Havas Play fundamentally understands culture and entertainment, and together we aim to take the power of \u2018play\u2019 far beyond gaming into the broader digital and social ecosystem.<\/p>\n

\u201cBy fusing their cultural pulse with our technology, we are making every impression an active, lean-in moment that keeps brands top-of-mind while delivering measurable performance across the player\u2019s experience.\u201d<\/p>\n

Havas Play:able is designed to address some of the traditional barriers to playable advertising, which can require significant upfront production costs and weeks of development before brands can see a working concept.<\/p>\n

The platform uses agentic technology and AI automation alongside human creative strategy to rapidly develop interactive previews, allowing brands to explore playable concepts without the upfront production requirements traditionally associated with the format. Once developed, the experiences can be deployed across iion\u2019s gaming ecosystem as well as the premium open web and social channels, with analytics available to measure audience interaction and performance.<\/p>\n

Says Nick Smith, Managing Partner of Havas Play ANZ: \u201cGaming has become one of the most powerful ways for brands to earn attention, and the scale and frequency of casual gaming has made play a mainstream behaviour, not a niche activity. Micro-games give brands an opportunity to move from advertising around gaming to creating experiences that audiences actively participate in, with simple, culturally relevant experiences that people can pick up and play anywhere.<\/p>\n

\u201cHistorically, bringing that kind of experience into a brand\u2019s everyday content and media plans has been difficult, expensive and slow. Havas Play:able changes that. By combining our understanding of culture with iion\u2019s technology, we can turn an idea into a playable branded experience in days, not weeks, giving brands a new way to make their audiences active participants rather than passive viewers.\u201d<\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Havas<\/p>\n","protected":false},"excerpt":{"rendered":"September 16 2026, 9:48 am | BY Lynchy | No Comments Havas Play, Havas\u2019 culture-first agency network specialising…\n","protected":false},"author":2,"featured_media":601520,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[111,139,69,145],"class_list":["post-601519","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-new-zealand","tag-newzealand","tag-nz","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/601519","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=601519"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/601519\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/601520"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=601519"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=601519"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=601519"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}