Dentsu UK&I rolls out specialist gaming division

dentsu UK & Ireland has launched DGame, a specialist division, that will deliver best-in-class solutions that help brands reach and engage with gaming audiences.

DGame will provide dentsu’s clients with a unique suite of services across gaming, streaming and esports, which has an estimated audience of two billion people.

Euan Jarvie, CEO, dentsu UK & Ireland said: “The global pandemic has had a massive impact on the way we interact with one another and has accelerated the development and consumer adoption of digital experiences. This has made online gaming a truly powerful platform for people to connect with one another. As a sector, it is now part of mainstream consciousness and we’re delighted to bring together the expertise of the DGame team to bear and help our clients elevate these experiences in new and creative ways.”

DGame will be led by Peter Jacobs and Luke Aldridge, and will immediately provide strategic counsel and consultancy to dentsu UK & Ireland clients including Mondelez, and Kellogg’s across its geographic locations. It will help them unlock marketing opportunities and produce campaigns within the gaming ecosystem, which connects with more than half the world’s internet population.

Nick Sperrin, Chief Client Officer, dentsu UK & Ireland said: “We are constantly evolving our offering to our clients. DGame has been developed specifically in response to a rapidly changing marketplace which has mass, not niche potential. We are delighted that we are already handling activity for 10 of our key clients with lots more in the pipeline. Peter and Luke have co-created, along with the rest of the team, a unique expertise layer that perfectly complements our existing offering which spans media, CRM, customer experience, entertainment and sports.”   

Peter Jacobs and Luke Aldridge, DGame said: “More than half the internet population take part in online gaming. This is a massive sector and provides ample opportunities for brands to connect with consumers in a way that is difficult to replicate through traditional media. Our team is perfectly positioned to draw on the collective strength of dentsu’s offering to enable clients to capitalise on the unrivalled creative freedom that the virtual worlds in gaming offer”

DGame operates across dentsu UK & Ireland’s three core Lines of Business Media, Creative & CXM as well as its Entertainment & Sports offering.