Crucial Interactive expands into kids entertainment

The media co has exclusive rights to more than 50 properties across gaming and entertainment verticals.

Toronto-based digital media co Crucial Interactive is diving deeper into the gaming and entertainment space with a deal to be the exclusive Canadian ad rep for more than 50 Playwire Media properties.

With the agreement, Crucial gets the rights to sell against an audience of more than 6 million active monthly gamers accessing sites such as and As well, it gets access to Playwire’s entertainment verticals such as, and the deal also gives Crucial access to 600,000 kids monthly with verticals like

The kids verticals are particularly important, says Petar Bozinovski, president of Crucial Interactive, because that audience has significant influence on household purchasing.  Crucial can now offer another avenue for advertisers to target consumers across its suite of sites, for example creating a custom ad channel across  some of the kids sites, as well as others it has partnerships with, such as and

Crucial has worked with a select number of Playwire brands (which changed its name in September from Intergi Entertainment) for the past two years. Bozinovski says the deal was expanded to include all of Canada because Playwire wanted its ad inventory under one company.