Singapore – Dentsu has announced the launch of its new ‘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.
The dentsu gaming solution will be accessible in APAC through dentsu production, creative, CXM, and media agencies, as well as globally via Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, and the Content Business Design Centre (CBDC) within dentsu Inc. It will also provide access to specialist strategy, activation, and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem.
Moreover, dentsu gaming is led by its guiding principle of authentic and ‘respectful’ engagement within the gaming community.
Keiichi Yoshizaki, dentsu Inc’s executive officer, shared that their philosophy is that gaming is more than just advertising, as it is about creating, amplifying, and adding momentum to culture and the industry at large, and with dentsu gaming they are able to do this through their own in-house gaming studios, innovative business ventures, investing in gaming start-ups and through strategic partnerships at global scale and, which sets us apart from all others.
“Our unique gaming heritage in the Japanese market, coupled with the global scale of our international business ensures dentsu gaming is the ideal way in which we’re able to make authentic and meaningful progress for the betterment of the gaming community, our clients, our partners and of course our people and their passion for gaming,” said Yoshizaki.
Peter Huijboom, dentsu international’s global CEO, media and global client, and one of the primary executive sponsors of dentsu gaming, commented that they have a truly integrated and borderless business model at dentsu which ensures a seamless sharing of insights, deep-knowledge and specialisms to benefit their clients, regardless of their geography – dentsu gaming is a perfect example of this.
“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,” said Huijboom.
Through its network of agencies and teams worldwide, dentsu now provides bespoke game/IP development, in-game advertising, commerce, consumer promotions, native game integrations, Augmented Reality (AR), Virtual Reality (VR), talent activation, esports and experiential as its core capabilities through dentsu gaming.
