Dentsu Unveils Dentsu Gaming: A New Global Solution For Brands To Better Engage With 3 Billion Gamers Worldwide

Today, dentsu group announces the launch of dentsu gaming – an integrated solution which brings together the extensive gaming heritage and expertise of dentsu japan network with the global scale and specialist capabilities within dentsu international.

The dentsu gaming solution will be accessible through its production, creative, CXM and media agencies globally, including Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle and the Content Business Design Centre (CBDC) within dentsu Inc. As a new global solution, dentsu gaming provides access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem.

Leading the global launch of dentsu gaming, Keiichi Yoshizaki, Executive Officer, Dentsu Inc comments; “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 start-ups and through strategic partnerships at global scale and, this 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.”

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.

Peter Huijboom, Global CEO, Media and Global Clients, dentsu international, and one of the primary executive sponsors of dentsu gaming, adds: “We have a truly integrated and borderless business model at dentsu which ensures a seamless sharing of insights, deep-knowledge and specialisms to benefit our 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.”

With a heritage of more than 35+ years in the gaming and entertainment space, dentsu has been working with pioneering brands and developers since the gaming industry’s infancy and continues to innovate and break new ground. For example, dentsu, a co-host of the “TOKYO GAME SHOW”, has been one of the key development partners in bringing a part of this year’s event into the virtual world, producing in partnership with ambr, the virtual reality (VR) application for TOKYO GAME SHOW VR 2021*.

Powered by thousands of passionate people globally, dentsu gaming is led by its guiding principle of authentic and respectful engagement within the gaming community. Dentsu stands with the creators and players to make the future of gaming representative, inclusive and accessible for all.

For more information about dentsu gaming and how dentsu brings its gaming expertise to market globally and locally, please visit www.dentsu.com/gaming.

PRESS CONTACTS
     John Mayne / +44 (0)7929 856 435
     john.mayne@dentsu.com / media.pressoffice@dentsu.com

NOTES TO EDITORS

>> 3bn gamers worldwide (source: Newzoo, Global Games Market Report, June 2021)

>> Core service offering of dentsu gaming:

• Strategy: Dentsu gaming augments existing teams, to act as strategic advisors to provide subject matter expertise and navigation through complex gaming and client ecosystems.
• Activation: Dentsu gaming connects a range of professional services, spanning media, creative, and CXM (Customer Experience) in markets and across regions to provide clients a flexible, modular approach based on project needs
• IP Development: Through strategic investments, dentsu gaming provides the means to produce, develop and monetize intellectual property (IP) such as original games, content, and events
• Partnerships: dentsu gaming brokers client and partner access through advantages such as first looks, exclusive research, IP integration and DE&I initiatives

* “TOKYO GAME SHOW” and dentsu involvement:
From 2020 onward, dentsu will co-host the “TOKYO GAME SHOW (TGS)”, one of the three largest game shows in the world. TGS2020 was organized completely online for the first time ever due to the COVID-19 pandemic, and dentsu worked with Amazon Japan to stream sponsors’ videos and offer a live commerce platform with strong content on Amazon.co.jp, allowing visitors to purchase sponsors’ products on site. It has become a milestone event in the new era. 

As part of its efforts to further evolve in 2021, Dentsu Group Inc., in collaboration with ambr, Inc., in which it has an equity stake, has developed and provided a VR application system that effectively and attractively promotes the VR adaptation of large-scale events. (TOKYO GAME SHOW VR 2021 - https://tgsvr.com/)

About Dentsu Group (dentsu)
Led by Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), a pure holding company established on 1 January 2020, the Dentsu Group encompasses two operational networks: dentsu japan network, which oversees dentsu’s agency operations in Japan, and dentsu international, its international business headquarters in London, which oversees dentsu’s agency operations outside of Japan.
With a strong presence in over 145 countries and regions across five continents and with more than 64,000 dedicated professionals, the Dentsu Group provides a comprehensive range of client-centric integrated communications, media and digital services through its six leadership brands—Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, and Merkle—as well as through dentsu japan network companies, including Dentsu Inc., the world’s largest single brand agency with a history of innovation. The Group is also active in the production and marketing of sports and entertainment content on a global scale. Dentsu Group Inc. website: https://www.group.dentsu.com/en/

About dentsu international
Part of dentsu, dentsu international is made up of six leadership brands - Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen and Merkle, all of which are supported by its specialist divisions and scaled services. Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, customer experience management (CXM), and creative, dentsu international operates in over 145 markets worldwide with more than 45,000 dedicated specialists.
www.dentsu.com