Video Game Brand Strategy Gaming

Dentsu spawns dedicated international gaming solution Dentsu Gaming


By Sam Bradley, Senior Reporter

September 30, 2021 | 3 min read

Dentsu has launched an integrated gaming offering for brands, Dentsu Gaming, which seeks to help clients explore the increasingly lucrative channel.

dentsu logo sf

Dentsu has launched a new gaming service, Dentsu Gaming

The Dentsu Gaming ‘solution‘ will offer clients of Carat, Dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle and the Content Business Design Centre access to specialists in strategy, creative activation and IP development in gaming.

In recent years, advertising in video games has increased significantly. Video game advertising in 2021 has seen $421.2m of spend so far, according to recent figures from Mediaradar.

Keiichi Yoshizaki, executive officer, Dentsu Inc, said: “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 startups 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.”

Dentsu Gaming will combine expertise and staff from both its international network and Japan business – a rare crossover for the holding company, which typically keeps its domestic and international businesses separate.

The announcement is the latest development in Dentsu’s gaming interests. Late last year it launched DGame, a division of Dentsu UK & Ireland, which has produced bespoke gaming content for Cadbury and Kellogg’s. According to a Dentsu spokesperson, that division will be part of Dentsu Gaming from this point onwards.

Peter Huijboom, global chief executive officer, media and global clients, Dentsu International, said: “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.”

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