- Dentsu Gaming to offer specialist strategy, activation and original IP development
- Advertising and marketing giant looking to tap into estimated 3bn gamers worldwide
Advertising and marketing company Dentsu has launched its own gaming division to support brands looking to engage with gamers worldwide.
Dentsu Gaming, an integrated solution combing the expertise of Dentsu’s Japanese network and the global scale of its Dentsu International subsidiary, will provide access to specialist strategy, activation and original intellectual property (IP) development for companies.
Dentsu Gaming will be accessible through its production, creative, customer experience management (CXM) and media agencies globally. These include Carat, Dentsu X, iProspect, Isobar, Dentsumcgarrybowen, Merkle, and the Content Business Design Centre (CBDC) within Dentsu.
Dentsu Gaming’s core offering covers bespoke game and IP development, in-game advertising, commerce, consumer promotions, native game integrations, augmented reality (AR), virtual reality (VR), talent activation, esports and experiential.
The wider Dentsu company has worked for more than 35 years in the gaming and entertainment space, and pegs the number of gamers worldwide at three billion.
Keiichi Yoshizaki, executive officer, Dentsu, said: “Our philosophy is that gaming is more than just advertising – it is about creating, amplifying and adding momentum to culture and the industry at large.
“With Dentsu Gaming we do this through our own in-house gaming studios, innovative business ventures, investing in gaming startups and through strategic partnerships at global scale, and this sets us apart from all others.”
Peter Huijboom, global chief executive of media and global clients at Dentsu International, and one of the executive sponsors of Dentsu Gaming, added: “Bringing together the exceptional talent and deep gaming expertise from across the group, this new global solution makes it easier for clients and partners to leverage the potential of gaming for business growth through local market Dentsu agency brands they already know and trust.”
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