Dentsu International has launched its Dentsu gaming data and insight capability to “help brands connect more authentically with consumers and become part of gaming culture,” the agency said.
Two specialist sets of gaming data have been fused with Dentsu’s proprietary Consumer Connection System (CCS) research panel data. This includes gaming data from GWI Gaming available across 21 markets globally, including nine markets in Asia Pacific and additional gaming data from six Southeast Asian markets: Singapore, Indonesia, Vietnam, Thailand, Malaysia and The Philippines from dentsu’s proprietary Southeast Asian research on gaming attitudes.
According to Dentsu, data fusion means brands can now access high-fidelity portraits of gamers that encompass lifestyle and media attitudes, behaviors and deep-rooted gaming habits. The Southeast Asian data also contains insight into gamers’ willingness to pay for in-game products versus similar real-life products, opening a new depth of insight available for strategy, planning, and activation.
“The explosion of gaming genres and ways to play has led to an always-increasing variety of gaming behaviours. Our motivation-based segmentation provides an effective way for brands to identify relevant groups of gamers that consistently translate in every market and provide strong creative and behavioural insights for these audiences” said Jamie McConville, dentsu gaming lead, APAC, dentsu group inc.
In conjunction, dentsu gaming has launched dentsu: For The Game, a 42-page global report that provides in-depth analysis of gaming culture, how brands can value-add to the gaming experience and develop a genuine and effective presence in the gaming ecosystem. The report identifies six gaming archetypes for brands to tap into – along with their typical behaviours and motivations in the real and virtual world. These archetypes have been named for their primary motivations: For The Revive, For The Hype, For The Party, For The Win, For The Immersion and For The Downtime.
In Southeast Asia, segments for these six archetypes are fully addressable and ready to be activated.
“There are an estimated 1.5bn people in Asia Pacific who game. Of these, over 40% are females and a quarter are Gen Z. 25% of them play to be part of a community, while 8% do it For The Win; to develop their skills and be praised,” said Prerna Mehrotra, CEO Media, Asia Pacific, dentsu
“Simply grouping them together as “gamers” isn’t good enough. In the current economic context, marketers need to demonstrate how every dollar counts when building their brand. Therefore, it is critical brands are reaching the right audience and targeting effectively for maximum relevancy and to minimize wasted efforts as they venture into new virtual territory. These fusions are the latest example of how dentsu understands gamers better than anyone else, enabling us to prioritize media which holds attention and delivers an engaging brand experience.”
Sunil Naryani, Chief Product Officer, Media, Asia Pacific, dentsu added “Gamers are consumers and vice versa but, for instance, not all MOBA (multi-player online battle arena) players enjoy watching live sports on TV or shopping online for luxury goods. By supercharging our CCS data platform with proprietary gaming research data in Southeast Asia, we have built fully media-addressable gamer profiles which our clients can access for holistic insight across gaming preferences, media consumption habits and brand affinities, along with the ability to also activate these profiles today in their marketing campaigns for increased effectiveness.”
CCSxGWI data and insight are exclusive to dentsu gaming, which is accessible through dentsu’s agencies including Carat, dentsu X, iProspect, DENTSU CREATIVE, Merkle and the dentsu Japan network. Launched a year ago, the dentsu gaming global solution provides access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem. Through its network of agencies and teams worldwide dentsu provides bespoke game/IP development, in-game advertising, native in-game builds and digital products, Augmented Reality (AR), Virtual Reality (VR), talent activation, esports and experiential as its core capabilities through dentsu gaming.
For more information about dentsu gaming and to download Dentsu: For The Game, go here.