Dentsu is launching a new gaming solution to help it capture more of the growing gaming audience around the world.
Dentsu gaming brings together advisors and experts in the sector to help clients navigate the space, from media, creative, and customer experience. The offering is designed to deliver incremental value to clients by creating relationships with game publishers, partners and platforms.
Dentsu gaming will be available locally through dentsu ANZ creative, CXM and media agencies, including Carat, dentsu X, iProspect, BWM ISobar and Merkle. Dentsu-owned Australian gaming studio SMG is at the centre of the global offering.
“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,” says SMG studio head Ashley Ringrose.
“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.
“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.
“Our heritage within the Japanese gaming market gives us unmatched access to the industry, and the depth of our local capabilities allows us to deliver beyond traditional advertising.
Dentsu has been investing in the gaming space, along with other major networks, with MKTG Sports + Entertainment recently partnering with esports tournament organiser and media company LetsPlay.Live to deliver more commercial opportunities in Australia.
According to studies, there will be 3.07 billion video game players worldwide by 2023 and advertising revenue is catching up, with mobile, video, in-game and esports all up over 100% over the last five years.
Dentsu says the gaming ad market in Australia and New Zealand is set to grow exponentially.
“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,” says Dentsu ANZ CEO Angela Tangas.
“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 AR and VR, 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.”
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