Dentsu has launched dentsu gaming in Asia Pacific, an integrated solution that brings together the gaming heritage and expertise of dentsu Japan network with the global scale and specialist capabilities within dentsu international. Dentsu gaming will provide access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem. The offering is made available to brands in the Asia Pacific region via 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 within dentsu Inc. Brands such as Foot Locker, KFC, Mountain Dew and Subway have already jumped on board dentsu gaming.

Dentsu executive officer Keiichi Yoshizaki said that gaming is not just about advertising, but also about creating, amplifying and adding momentum to culture and the industry at large. "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," he said. He added that this is done through its in-house gaming studios, innovative business ventures, investing in gaming start-ups and through strategic partnerships globally.

With over 35 years in the gaming and entertainment space, dentsu has been working with brands and developers since the gaming industry’s infancy. Through its network of agencies and teams worldwide, dentsu now provides game and IP development, in-game advertising, commerce, consumer promotions, native game integrations, AR, VR, talent activation, eSports and experiential as its core capabilities through dentsu gaming. 

“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,” said Peter Huijboom, global CEO, media and global clients, dentsu international.

Meanwhile, last month, dentsu Malaysia partnered with video commerce enabler Nuffnang Live to drive live commerce on social spaces for eCommerce growth. The partnership aims to bring live video commerce service integration which would, in turn, enable advertisers to drive traffic to the respective brands' social pages. It would also create two-way, personalised engagements between brand influencers and followers to drive on-the-spot sales.

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