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dentsu Gaming

About

Why choose dentsu gaming?

Our services

Case Studies

Our partners

Creating brand love through fandoms

Gaming's ever-increasing influence on culture, coupled with the promise of the metaverse, has created limitless opportunities for marketers and advertisers. Gaming has moved from individual play to spectator involvement with the meteoric rise of esports and streaming platforms. Gaming platforms are now a primary channel for social interactions and self-expression. 

At dentsu, we believe that everyone is a gamer – ​a community connected across borders ​around the things they love. ​Our global network was built to bring gaming’s explosive growth to our clients through innovative partnerships, products and solutions.​ We bring together passionate, multifaceted expertise to help bring incremental value to clients through ​mutually beneficial relationships with​ game publishers, partners and platforms​.

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original games developed

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awards and counting

Why choose dentsu gaming?

We know gamers better than anyone else

At dentsu, we are able to leverage in-depth gamer audience insights through priority data and tools. Our CCS data platform is supercharged through data fusions of proprietary bespoke gaming surveys, as well as fusion of the GWI Gaming survey, giving us advanced gaming audience data across 24 markets. 

Our Latest Gaming Research

In celebration of our latest gaming research, we’ve launched a new game! You’re on a quest to hit your target gamer audience. Play it now and then download the report For The Game to learn how to connect more authentically with gamers. 

Play it now

East Meets West

Our entertainment expertise within the Japanese market gives us unmatched access to the gaming industry. This deep expertise combined with the depth of our capabilities and partnerships allow us to deliver beyond traditional advertising.

Cultural Creation

Our philosophy that gaming is more than advertising – it is about creating, amplifying and adding momentum to culture and the industry at large. We focus on fostering mutually beneficial relationships between players, publishers and brand, allowing brands to become part of the culture rather than interrupt it.

Gaming for Good

Dentsu stands with the creators and players to make the future of gaming inclusive and accessible for all. We do this through our three principles of representation, inclusion and advocacy.

Strategic Investments

Through strategic, venture level investments, dentsu gaming provides the means to produce, develop and monetize intellectual property (IP) such as original games, content and events. This gives brands unprecedented access to all areas of the gaming industry.

Our Services

Strategy

Strategy

dentsu gaming act as strategic advisors to our clients and partners to navigate through complex gaming and consumer ecosystems.

In-game Advertising

In-game Advertising

Context is everything. We take a fit-for-format approach to ensure that tailored creative is delivered in a way that is non-intrusive and authentic to the experience depending on the game type, genre and platform by prioritizing brand safety and suitability at every step.

Commerce & Consumer Promotion

Commerce & Consumer Promotion

Take advantage of the Gaming-as-a-Service model to make your brand complementary to the game experience. We enable brands to offer digital products that get unlocked to augment the player’s journey through transactions or engagement activities.

Talent & Social

Talent & Social

Within our talent management group, we apply our expertise to the nuances of gaming culture and influence whether it is streamer, esports or entertainment led.

IP Development

IP Development

Through strategic, venture-level investments, dentsu gaming provides the means to produce, develop and monetize intellectual property (IP) such as original games, content and events. This gives brands the opportunity to create exclusive and customized ways to interact with gamers.

Native Game Integration

Native Game Integration

We enable collaborations between brands and publishers to create exclusive brand content that complements the world of the game and creates an authentic experience to engage the fanbase.

Augmented Reality (AR) / Virtual reality (VR)

Augmented Reality (AR) / Virtual reality (VR)

We leverage AR and VR to gamify and create an immersive interactive experience for brand fans.

Esports & Experiential

Esports & Experiential

We leverage decades of experience in entertainment and use it to sponsor, partner and create unique esports and gaming events and experiences.

4 Forces Shaping the Future of Gaming

Gaming is growing exponentially, its increasing influence on culture plus an evolving business model has created almost unlimited opportunities for brands. As gamers, we get to create the world we live in and control how we interact with others, including brands. Inauthentic interaction is quickly rejected.

At dentsu, our promise is to help clients navigate, progress and thrive in a world of change and be the champions for meaningful progress. We enable brands to become part of the culture vs. interrupt it.

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Featured work (Global)

KFC Gaming Bucket

Moving Out

Mountain Dew

Footlocker: The Hunt

Subway: Subtember

All roads lead to the metaverse

Last year, we discussed how the metaverse will be the massive disruptive force over the next ten years, affecting every person and business, and how brands that fail to lean in will face an existential threat. Since then, the idea of the metaverse has gained traction.

Dan Holland, SVP, Product Solutions, dentsu & Alexander May, Managing Partner, Strategy, dentsu, discuss the importance the metaverse will play in our future society and why the brands that are early in developing a metaverse roadmap will gain a significant advantage.

Read Blog

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For the Game

For the Game
Published on: 12th October 2022

In our new deep dive on gaming, we build upon the fusion of consumer panel data from dentsu Consumer Connection System (CCS) with gaming data from GWI to explore the gaming culture and how brands can develop a presence that truly resonates with gaming audiences and communities. 

Whether your brand is at the beginning of its gaming journey, has already met some success, or is now well versed and wants to go above and beyond, the actionable insights, inspiring examples, and practical recommendations in this report will help you thrive in the gaming space. 

Download now

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Our Partners

  • Twitch
  • Microsoft
  • One Esports
  • Facebook Gaming
  • Super Awesome / Epic
  • Global Esports Federation
  • Frameplay
  • Anzu
  • Bidstack
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