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dentsu launches dentsu gaming in Asia Pacific

Aims to offer brands better engagement with three billion gamers worldwide.

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Mumbai: dentsu Group has announced the launch of its new integrated solution dentsu gaming on Thursday. The gaming solution will be accessible in the Asia Pacific through dentsu production, creative, CXM and media agencies, as well as globally via Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, and the Content Business Design Centre (CBDC) within dentsu Inc.

The solution brings together the expertise of dentsu Japan network in the sector and specialist capabilities within dentsu international. As a new global solution, dentsu gaming aims to provide access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem, said the company in a statement.

“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,” dentsu Inc executive officer Keiichi Yoshizaki said.

“With dentsu gaming we do this through our own in-house gaming studios, innovative business ventures, investing in gaming start-ups and through strategic partnerships at global scale and, this sets us apart from all others,” Yoshizaki added.

Through its network of agencies and teams worldwide, dentsu now provides bespoke game/IP development, in-game advertising, commerce, consumer promotions, native game integrations, augmented reality (AR), virtual reality (VR), talent activation, esports, and experiential as its core capabilities through dentsu gaming.

“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," dentsu international global CEO media and global clients Peter Huijboom and one of the primary executive sponsors of dentsu gaming stated. “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.”

With a heritage of more than 35 years in the gaming and entertainment space, the company has been working with pioneering brands and developers since the gaming industry’s infancy and aims to make the future of gaming representative, inclusive and accessible for all, the company stated.

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