Dentsu is increasing its esports footprint by establishing a strategic partnership with the Singapore-based Global Esports Federation to promote the development of esports.
The newly-formed strategic partnership will concentrate on joint efforts to develop new marketing programs and esports events. In collaboration with the Japan Esports Union, Dentsu said it will work with game publishers, commercial partners and international organizations to elevate the credibility and legitimacy of esports.
The GEF, which is backed by Chinese technology giant Tencent, was launched in December 2019. The Federation acts as the voice and authority for the worldwide esports movement and brings together leaders from esports, as well as more traditional sporting organizations and athletes, with the vision to create a sustainable ecosystem for esports.
Chris Chan, president of the GEF, said: “We are certain that this strategic partnership will strengthen the future prospects of the GEF, expanding the vital work that the team has already established. We look to Dentsu for their expertise to bring together the best of esports and sport, further fulfilling our mission to elevate esports and the world’s esports ecosystem.”
Last month Dentsu established its own esports division through its subsidiary MKTG, part of the Dentsu Aegis Network, the Japanese conglomerate’s media and digital marketing communications arm.
MKTG, which organises and promotes events as well as creating experiential activations for clients, has been working with clients in the esports and gaming space for three years, since it helped broker the sponsorship agreement between telco Orange and LVP, the top level League of Legends competition in Spain.
This year has seen a surge in engagement with gaming and esports because of the Covid-19 lockdowns, and the sector continues to grow.
Japanese fund manager Nikko Asset Management recently launched an exchange-traded fund in Hong Kong aiming to tap into what it sees as long-term growth of the computer games and esports industry.