Guild Esports PLC (LSE:GILD, OTCQB:GULDF) shares jumped higher on news it has penned a deal with Pixels AI in a bid to expand its advertising reach to a more specific audience of gamers.
Through Pixels’ artificial-intelligence-powered distribution platform, Guild’s advertising content will be geared toward more-relevant web pages, used by the likes of gamers, under an initial one-year deal.
“This partnership helps us put the Guild brand and our authentic and exclusive gaming content in front of targeted and engaged digital audiences,” Guild CEO Jasmine Skee explained in a statement.
“The insights the partnership gives us access to will also inform our expanding content strategy and effective delivery for sponsors and future partners," he added.
Pixels’ video distribution programme, used by the likes of The Independent and Evening Standard, points ads towards relevant audiences thanks to AI and advanced algorithms.
By using the platform, London-listed Guild will see its content pushed toward a targeted audience of gamers on a network that generates over 100mln monthly views.
“It will enhance […] our ability to talk to gamers away from the traditional social and streaming platforms, which is vital for our growth,” Skee noted.
Guild shares jumped on the news, adding 17.3% to 0.78p.