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launch and still going

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gaming TV program in Japan

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episodes

Challenge

While esports was clearly making moves in other countries and with the younger generations in Japan, it had not yet broken into the mainstream culture. The industry needed support to move to the next level.

Solution

Dentsu partnered with TV Tokyo to conceptualise, finance and produce the weekly variety show AriYoshi EEEEE!, featuring popular local comedian AriYoshi, playing alongside celebrity guests and esports pros.  The program is now a centre of gaming culture in Japan where new rising games are introduced.  Ariyoshi EEEEE! Airs weekly every Sunday, with additional content and commentary on Twitter and YouTube.