Singapore – Dentsu, an advertising agency, has unveiled its ‘House of Creators’ initiative on gaming platform Roblox with the aim of supporting next-generation content creators.
While assisting emerging content creators, the initiative can also be applied to marketing issues and how creators can advance brands’ objectives in the long run.
As part of the initiative, promising creators will be identified along with the costs required for the improvement of their content. The selected creators will also undergo mentorship and contests to advance their skills.
The launch of the initiative reflects how marketers need to elevate their content to continuously capture the audiences’ attention. The need for enthusiastic content heightens as virtual content production and distribution is being democratised.
“Dentsu’s House of Creators is a groundbreaking initiative that pioneers social change while building on dentsu’s 120-year tradition of innovation. We will provide opportunities for the next generation of content creators from around the world to fully express their creativity and bring great content to users. We believe this is an extremely valuable initiative for our clients and for society and are very pleased to be able to launch this initiative with the support of Roblox, a company that is highly regarded by the next generation of content creators,” Hiroshi Igarashi, president and global chief executive officer at Dentsu, said.
David Baszucki, founder and chief executive officer at Roblox, also commented, “As we’ve seen our global creator community on Roblox grow and evolve, we are continually amazed by their creativity and growing influence on digital culture and content. We build the tools and platform, but our creators are the real engine for new and compelling experiences, powering the future of immersive content creation. It’s inspiring to see recognition of their unmatched creativity and influence, including in our key countries like Japan.”
