Japan eSports Union names Dentsu as dedicated marketing agency
Dentsu has been appointed by Japan's eSports Union (Jesu) to serve as its dedicated marketing agency and fuel the community's growing popularity.
Japan esports Union names Dentsu as dedicated marketing agency
Dentsu will bring its own expertise in the fields of content and sports to formulate a strategic marketing plan which will look to propel further growth and drive Jesu sponsorship sales.
Among millennials in particular, eSports has grown in popularity in recent years, with an estimated global audience of approximately 380 million people, with that figure predicted to expand 1.5-fold over the next three years.
Jesu itself was established earlier this year with a remit to improve the competitiveness of Japanese competitors, raise awareness of the industry and promote its competitions. As part of these efforts the body has pledged to campaign for the adoption of eSports as an official Olympic event category.
Burgeoning enthusiasm for eSports recently saw Singapore host its inaugural tournament as part of a regional summer tour.