AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
IN-GAME ADVERTISING
Everyone is a gamer – so where is the potential for marketers?
By our News Team | 2021
International agency Dentsu introduces a gaming solution for advertisers and marketers as interest in takes off.
The current spending power of Millennials and Gen Z has skyrocketed. This makes for a potentially attractive return on investment for in-game advertising and branding strategies, given that they have the opportunity to reach millions of focused and engaged gamers.
In-game advertising is the practice of using games, particularly web-based games, to promote an organisation’s brand, product or service. 2021 has been projected as the year that in-game advertising measurement achieves its full potential by clearly focusing on metrics such as viewability, visual engagement and brand recall.
Photo by Fabio Silva @ Unsplash
To capitalise on this trend, international advertising and PR company, Dentsu, has recently launched Dentsu Gaming. It is an integrated gaming solution for brands, which seeks to help clients explore various offerings. These offerings include video game advertising options such as:
- Strategy
- In-game Advertising
- Commerce & Consumer Promotion
- Talent & Social
- IP Development
- Native Game Integration
- Augmented Reality (AR)
- Virtual reality (VR), and
- Esports & Experiential
Keiichi Yoshizaki, Executive Officer for Dentsu Inc, said: “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.
“With Dentsu Gaming, we do this through our own in-house gaming studios, innovative business ventures, investing in gaming startups and through strategic partnerships at global scale. This sets us apart from all others.
He added: “Our unique gaming heritage in the Japanese market, coupled with the global scale of our international business, ensures Dentsu Gaming is the ideal way [that] we’re able to make authentic and meaningful progress for the betterment of the gaming community, our clients, our partners and of course our people and their passion for gaming.”
The company noted in a media statement at the launch: “At Dentsu, we believe that everyone is a gamer – a community connected across borders around the things they love.”
Source: Dentsu Gaming
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