KUALA LUMPUR: Dentsu group has announced the launch of dentsu gaming. It is an integrated solution which brings together the extensive gaming heritage and expertise of the dentsu japan network with the global scale and specialist capabilities within dentsu international.

       The dentsu gaming solution will be accessible in Malaysia through dentsu production, creative, customer experience management (CXM) and media agencies, as well as globally via Carat, dentsu X, iProspect, Isobar, dentsu mcgarrybowen, Merkle and the Content Business Design Centre within dentsu Inc.

       As a new global solution, dentsu gaming provides access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem.

       Leading the local launch of dentsu gaming, Tan Kien Eng, chief executive officer, dentsu Malaysia, said that: “Eighty three percent of chief marketing officers (CMOs) agree that gaming is a new storytelling opportunity.

       “Dentsu gaming can create richer, more immersive online experiences with virtual experiences just as real, human and valuable as offline experiences. Consumers on the one hand want to be delighted and entertained while brands are looking for innovative, fresh ways to engage with them.

       “With dentsu gaming, we can help to bridge the gap. Contrary to popular belief, the gaming community covers a wide age segment cutting across Millennials and Generation Z.”

       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.

       Meanwhile, Peter Huijboom, global CEO, Media and Global Clients, dentsu international, and one of the primary executive sponsors of dentsu gaming, added: “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.

       “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.”

       He said with a heritage of more than 35 years in the gaming and entertainment space, dentsu has been working with pioneering brands and developers since the gaming industry’s infancy and continues to innovate and break new ground.

       “For example, dentsu, a co-host of the Tokyo Game Show, has been one of the key development partners in bringing a part of this year’s event into the virtual world, producing in partnership with ambr, the virtual reality (VR) application for Tokyo Game Show VR 2021*.

       Powered by thousands of passionate people globally, dentsu gaming is led by its guiding principle of authentic and respectful engagement within the gaming community. Dentsu stands with the creators and players to make the future of gaming representative, inclusive and accessible for all.