Labelium Play Goes To The NXTLVL

Labelium Play, the high-engagement digital marketing arm of global e-commerce performance agency Labelium, is launching NXTLVL, a game-changing division exclusively dedicated to integrating brands into digital gaming. The new unit is based in Chicago and led by Clayton McLaughlin, Managing Director of Labelium Play. NXTLVL’s tagline is “Navigation for the Wide World of Gaming,” and the new agency specializes in brand integration, product insertion and virtual experiences within gaming platforms. You can view a digital announcement HERE.


“The cat's out of the bag. Gaming is the new advertising frontier,” said McLaughlin. “Three billion players globally with 180 million in the US alone and 23 million in Canada. The demographic of a "gamer" today is as diverse as humankind, including female gamers who account for 63% of all mobile gamers. Normally advertising follows eyeballs, but somehow gaming continues to be overlooked. Maybe it's the complexity of the gamer and game experience. Maybe there's just not enough tech. Or maybe it's time to stop ignoring this huge opportunity. NXTLVL’s mandate is to focus entirely on gaming, helping our clients become first-mover pioneers in this new frontier.” 


NXTLVL will be driven by a dedicated team based in Chicago and directed by McLaughlin. The team is one of the first teams worldwide to obtain leading gaming streaming platform Twitch’s brand-new advertising certification, Twitch Gameplan. NXTLVL will also tap into individual talents and teams across the breadth of the global agency, harnessing Labelium’s broad access to insights, data and technology in order to generate brand impact and cultural relevance.  


“NXTLVL is another big step forward for the agency and our clients,” said McLaughlin. “For years, the digital entertainment and gaming space has been an evolving resource for brands. Lately, the global health crisis has ramped up the relevance of digital platforms as critical touchpoints for consumer connection. We are responding to this development by providing our clients with services that place them at the center of the action.”


bout Labelium Play

A digital media planning and buying service, including programmatic, that places brands into today’s high engagement platforms such as video, audio and gaming platforms such as Youtube, Spotify and Twitch, and managing channels such as Connected TV, Digital Out Of Home, Native and Display. We've created a proprietary Data Quality Score for audience targeting in addition to brand safety standards that combine to ensure accurate and compliant targeting inside brand-safe environments. Our Integrated Content Engine revitalizes assets while detailed creative performance is used across teams for better planning & creative delivery. Combining human & artificial intelligence, we are designed to produce real-time results. The quicker we can react, the faster we can grow revenue. For more information visit:


About Labelium 

Independent digital performance agency Labelium drives business growth through performance-driven strategies in more than 16 countries. Since 2001, their 600 skilled team members have supported hundreds of local and international companies to develop and/or secure a leading position in their markets. We design and implement innovative, performance-driven, and cost-efficient digital strategies and ensure winning e-commerce and e-retail programs. We are Google, Facebook, and Amazon premium partners, always seeking the best approach for our clients. Among Labelium's 550+ customers, we count leading companies such as LVMH, L'Oréal, Carrefour, Lexmark, Christie's, Tommy Hilfiger, Sephora, Lacoste, Rudsak, ba&sh, COTY, Dior, Warner Bros, MSC Cruises, and Club Med. For more information, please visit us at

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