Dentsu fuses gaming and consumer research data to better understand gamers

The Japanese advertising giant is integrating data from market research firm GWI drawn from 21 international markets within its consumer connection system (CCS), drawing game publishers and brands closer together.

CCSxGWI offers brands a more granular picture of players that delves beyond in-game purchases and playtime to encompass lifestyle, media consumption and shopping.

Peter Huijboom, global chief executive officer, media and global clients, Dentsu International, said: “3.5 billion people are predicted to be gamers by 2025, so simply trying to group them together as ‘gamers’ isn’t good enough anymore. Therefore, it is critical we’re able to ensure brands are reaching the right audience and targeting effectively for both maximum relevancy and minimal wasted efforts when they venture into new virtual territories and channels.”

Masaya Nakamura, chief executive of global solutions, Dentsu International, added: “As we establish ourselves as the world’s most integrated network, innovations in data, insight and audience understanding like this CCSxGWI fusion reinforce how we know people better than anyone else, at both a local and global level. Our Dentsu solutions model also brings together the very best specialist talent to leverage this insight for our clients’ growth and prosperity.”

Available exclusively via its Dentsu Gaming unit, the data is available directly via customer experience management and media agencies including Carat, Dentsu X, iProspect, Dentsu Creative, Merkle and the Dentsu Japan network.

To mark the tie-up, a companion report called Dentsu: For the Game has been published, which guides brands through the six gaming archetypes, together with their behaviors and motivations.