Bent Pixels Asia (BPA), a revenue accelerator that connects brands and YouTubers, partnered with talent company Tier One Entertainment to boost the reserved media offerings of its creators on the video sharing platform.
Advertisers or ad agencies can buy placements on a reservation basis instead of an ad auction.
“We believe that gaming creators should be provided with tools and best practices to start their video-on-demand (VOD) content — YouTube being the best platform to start this with,” said said Erwin L. Razon, general manager of BPA, in an e-mail. “In the coming years, Bent Pixels Asia will build VOD creator programs to help not just create, but also monetize, VOD content for our partner channels.”
The partnership also marks the expansion of BPA in the Philippines, home to over 43 million active gamers as of 2020, with 43% spending one to two hours per gaming session.
This brings BPA’s total network of gaming and eSports YouTube creators to over 400 from the Philippines, Singapore, Indonesia, US, and European markets, enabling advertisers to potentially reach over 300 million subscribers.
In Southeast Asia, BPA has also partnered with gaming content creators, such as Dyland PROS (15.4 million subscribers), HecaTroll (1.51 million subscribers), EVOS LJ (1.11 million subscribers), Kristian PH (3.1 million subscribers), and King FB (418k subscribers).
“We’ve been saying for years — since Tier One was founded, one of our
main goals is to open doors for aspiring creators, for gamers with big dreams,” said Tryke Gutierrez, chief executive officer and co-founder of Tier One Entertainment, who is a content creator himself, in a press statement.
Tier One Entertainment also Lincoln “Cong” Velasquez, better known as Cong TV, a vlogger and founder of the Team Payaman channel founder, who hit 10 million subscribers on his YouTube channel. The talent company also recently acquired four famous international cosplayers: Harfie, Hakken, Knite, and Shunsuke.
Through the partnership, Tier One Entertainment’s creators will be offered to advertisers as part of YouTube Reserved Media deals. Creators can potentially unlock opportunities to increase their YouTube revenue via access to branded content deals and access to premium tools.
“BPA has access to technology that allows us to serve video ads [such as] pre-roll and mid-roll ads, specifically to channels that are part of the network,” Mr. Razon told BusinessWorld. “Oftentimes, we package Reserved Media together with sponsored segments within a creator’s video.”
This can be a thirty-second segment within a video — with the brand “organically inserted” — or a full sponsored video where the creator will do product reviews, he added.
BPA will also offer creator development programs and troubleshooting support for Tier One Entertainment’s talents who have YouTube channels, to help them grow their reach and subscribers’ base.
BPA is part of the Hepmil Media Group, a technology-driven media network. — Patricia B. Mirasol