Dentsu launches gaming division

New division to engage with gamers and support brands.

Marketing and advertising agency Dentsu have announced that they have launched their own gaming division with the aim to support brands who want to engage with gamers worldwide.

The gaming division, Dentsu Gaming, is an integrated solution: it brings together Dentsu’s Japanese network’s expertise with the global scare of Dentsu International. Dentsu Gaming will also provide access to activation, specialist strategy and original intellectual property (IP) development for companies.

Speaking about the new division, Keiichi Yoshizaki, Executive Officer at Dentsu, 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.”

Peter Huijboom, Global Chief Executive of Media and Global Clients at Dentsu International, added:

“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.”

Dentsu Gaming will be providing IP development, commerce, consumer promotions, in-game advertising, native game integrations, augmented reality, virtual reality, talent activation, esports and experiential. It will be available through its creative customer experience management, production and media agencies all over the world, which include Carat, iProspect, Isobar, Merkle, Carat, Dentsu Mcgarrybowen and the Content Business Design Centre at Dentsu.