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dentsu SG remains lead agency of TOYOTA GAZOO Racing GT Cup Asia

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Singapore – Continuing in its quest towards expanding its gaming & e-sports offerings, media and digital marketing communications company dentsu in Singapore remains the lead agency of the virtual motorsport competition TOYOTA GAZOO Racing (TGR) GT Cup Asia, now on its second consecutive year.

In partnership with automotive brand Toyota Motor Asia-Pacific and e-sports company ONE Esports, the TGR GT Cup Asia 2021 is the first recurring annual e-motorsports tournament that dentsu is launching from Singapore connecting racing and esport fans and gamers across seven Asian markets through a virtual studio, and hosted through the Japanese racing simulation game Gran Turismo.

Through its agency role, dentsu Singapore will deliver the finals of the regional esports tournament taking place on 16 October 2021, which will see 21 racers connecting from India, Indonesia, India, Malaysia, South Korea, Singapore, Taiwan, and Thailand.

Furthermore, the virtual races will be made possible through a server in Tokyo, Japan, working in sync with a virtual broadcast studio in Malaysia. Fans can expect a racing experience just as in any professional motorsports competition. Hosted by race coach and commentator, Alex Yoong, the fan experience will be further enhanced by an exciting pre-show as well as detailed race analysis and commentaries.

Prema Techinamurthi, senior business director for creative group at dentsu Singapore, commented that they are proud to once again partner with Toyota and ONE Esports to achieve never-before experiences in this year’s regional tournament.

“Our team was single-mindedly focused on elevating a brand experience that thoughtfully integrates a virtual racing and viewing platform like no other with inclusive opportunities to engage with and celebrate local communities. We are grateful for the unwavering trust and partnership from Toyota and ONE Esports in bringing this to life,” Techinamurthi stated.

As part of the tournament proper, Asia’s first race car livery design activation led by dentsu has unveiled custom culture-diverse race car designs by renowned local artists from seven participating markets who have taken their own flavor and flair of their local culture based on fan suggestions.

Dentsu said that it remains steadfast in expanding its gaming and esports offering as a key growth pillar, with a portfolio that includes work with Moonton and other international gaming publishers. More recently, dentsu has launched ‘dentsu gaming’, an integrated solution which brings together the extensive gaming heritage and expertise of the dentsu Japan network, with the global scale and specialist capabilities within dentsu international.

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