Dentsu launches gaming solution in ANZ, Dentsu Gaming

Dentsu has announced the launch of Dentsu Gaming, a global community designed to tap into the gaming ad market.

It will be accesiable through Dentsu ANZ creative, CXM and media agencies, including Carat, Dentsu X, iProspect, BWM Isobar and Merkle.

Dentsu’s CEO Angela Tangas said: “Dentsu has a truly integrated business model which ensures a seamless sharing of insights, deep-knowledge and specialisation to benefit our clients and deliver total experience outcomes.

“Bringing together exceptional talent and expertise, Dentsu gaming makes it easier for our clients and partners to leverage the potential of gaming for business growth through the local Dentsu brands they already know and trust.

“Just as we saw with the onslaught of augmented reality and virtual reality, experience is key. All immersive technologies extend the reality we experience by blending the virtual and real worlds or immersing the user. Gaming is simply another means for customers to experience a brand in very real terms.”

Dentsu Gaming will offer the following: bespoke game and IP development, in-game advertising, consumer promotions, native game integrations, augmented reality, virtual reality, talent activation, e-sports and experiential.

Dentsu’s SMG, an Australian gaming studio, is front and centre for the global offering.

SMG’s studio head Ashley Ringrose said: “Our philosophy is that gaming is more than advertising. It’s about creating, amplifying and adding momentum to our partners and clients, our culture and the industry at large.

“It means we’re able to offer what we do as a solution, rather than just creating one-off ads that are inserted into existing formats and then living and dying at the hands of the media spend. We’re helping brands connect more authentically with consumers.

“Gaming gives brands the opportunity to be part of the experience people seek out – to be the thing that they want to play and engage in, rather than just advertising around the periphery.

“TV and film production costs and distribution are incredibly limiting, whereas gaming represents an opportunity for brands to get into the hearts, minds and homes of consumers.”

Dentsu Gaming is also available globally as well as in Australia and New Zealand.


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