Dentsu launches new games division to support brands
- Dentsu Gaming to offer specialized strategy, activation and original IP development
- Advertising and marketing giant seeks to attract 3 billion players globally
Advertising and marketing company Dentsu has launched its own games division to support brands looking to engage with gamers around the world.
Dentsu Gaming, an integrated solution combining the expertise of Dentsu’s Japanese network and the global scale of its subsidiary Dentsu International, will provide access to specialized strategy, activation and original intellectual property (IP) development for businesses. .
Dentsu Gaming will be accessible through its production, creative, customer experience management (CXM) and media agencies around the world. These include Carat, Dentsu X, iProspect, Isobar, Dentsumcgarrybowen, Merkle and the Content Business Design Center (CBDC) within Dentsu.
Dentsu Gaming’s core offering covers bespoke game and IP address development, in-game advertising, commerce, consumer promotions, native game integrations, augmented reality (AR), reality virtual (VR), talent activation, esport and experience.
The wider Dentsu company has been working in games and entertainment for more than 35 years and estimates the number of players in the world at three billion.
Keiichi Yoshizaki, Managing Director of Dentsu, said, “Our philosophy is that gaming is more than just advertising – it’s about creating, amplifying and adding momentum to culture and industry. in general.
“With Dentsu Gaming, we do this through our own in-house game studios, innovative business ventures, investments in gaming startups, and strategic partnerships on a global scale, and that sets us apart from all the others. others.”
Peter Huijboom, Managing Director of Global Media and Global Customers at Dentsu International, and one of the executive sponsors of Dentsu Gaming, added: Customers and partners to harness the potential of gaming for business growth through corporate brands. Dentsu agencies in the local market that they already know and trust.