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.

In-game advertising

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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
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