No Longer a Side Quest
Gaming has evolved from a niche pastime into a major cultural and social phenomenon spanning play, streaming, and creators. Now a primary territory for self-expression, its worlds and communities shape tastes across fashion, film, music, and social platforms.
While brands know they need to show up in gaming, the space remains significantly underinvested, too often relegated to a one-off sponsorship, a media buy, or something “for the younger demographic.”
This leaves a significant entertainment white space that cuts across content, commerce, and connection. One fueled by enormous reach, high levels of attention, and strong consumer spending.
Gaming is no longer a side quest. It’s the main storyline.
Leveling Up Gaming Presence
To win the present and the future, brands must earn their place in the worlds, experiences, and environments people care about.
Supported by deep global expertise and unparalleled partnerships, dentsu Gaming fosters mutually beneficial relationships between players, brands, and publishers.
From in-game advertising and branded integrations in digital worlds to connected commerce opportunities, our custom built campaigns and experiences are designed for real gaming audiences, not gamer stereotypes. This helps brands show up with the relevance and authenticity required to become part of the cultural conversation for the long haul.
We have skin in the game, too. We develop and publish our own games, invest in indie games, integrate and adapt established IP for gaming audiences, and support the next generation of content creators.
Explore our capabilities to see how we move gaming from a permanent experiment to a foundational line in the plan.
Our Technology and Partnerships
Dentsu Gaming combines dentsu’s proprietary data and technology system, dentsu.Connect, with a curated ecosystem of gaming, data, measurement, media, creator, and platform partners, including GWI, Anzu, IGN, Riot Games, Twitch, XBOX, and more. Through our deep relationships and unique access to major game publishers, clients can unlock opportunities that are often difficult to access through traditional media channels. The result is richer audience intelligence, more precise activation, seamless execution, and stronger measurement, helping brands connect with gaming audiences in authentic, high-impact ways.
Our Thinking
Dentsu 2025 Gaming Trends Report
Welcome to the third edition of dentsu's gaming report
Brands know they need to be in gaming, but too often it’s treated as a one-off sponsorship or a play for younger audiences. That narrow view m...
Gaming for Good
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Ready Player Brand
Ready Player Brand reveals how gaming is capturing time from social media and streaming platforms, reshaping identity and discovery, and creating new opportunities for brands to engage audiences th...
The fight for gamers’ attention is the next platform war
Gaming has become one of the most persistent environments in modern media. For millions of people it is no longer an occasional activity. It is something they return to daily; a place where they re...
Sustainability in gaming
Gaming isn’t just another entertainment channel. It’s one of the most powerful environments for attention, identity and community today. Players don’t just consume games. They build within them, so...
Loot boxes in gaming: risk, responsibility and return
Gaming is no longer a niche channel; it’s one of the most powerful attention environments available to marketers. Unlike passive scrolling or second-screen viewing, gaming commands sustained, activ...
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