Dentsu Combines with GWI for 'Deep' Gaming Insights

Marcoms group Dentsu has launched new gaming data and insights capabilities across 21 markets globally, bringing together research panel data from its Consumer Connection System (CCS) with specialist gaming data from Global Web Index (GWI).

Companies with the Dentsu group provide support for game/IP creation, in-game advertising, and Augmented Reality (AR) and Virtual Reality (VR) development. Data from GWI's flagship study represents more than two billion people worldwide, including detailed information about gamers. This is now integrated into CCS, which comprises more than 400,000 respondents - a quarter of whom are from the Gen Z segment - and includes 10,500 attributes which provide insight into areas such as consumer interests, passions, values, trust drivers, motivations and needs.

The combination of CCS and GWI means that brands can now access representations of gamers that encompass lifestyle and media attitudes and behaviour (eg, shopping routines, passions and hobbies, and media consumption), as well as gaming habits (eg, specific genres and games played, in-game purchases, gaming session lengths, and motivations). To mark the launch, Dentsu has released a free 43-page report: 'Dentsu: For The Game', to help identify and explore six new gaming archetypes, along with information about typical behaviour and motivations in different parts of the real and virtual world.

Global CEO, Media and Global Clients Peter Huijboom (pictured left) says that with 3.5 billion people predicted to be gamers by 2025, simply trying to group them together as 'gamers' isn't good enough any more. Masaya Nakamura, CEO Global Solutions (pictured right) adds: 'Innovations in data, insight and audience understanding like this CCSxGWI fusion reinforce how we know people better than anyone else, at both a local and global level. Our Dentsu solutions model also brings together the very best specialist talent to leverage this insight for our clients' growth and prosperity'.

Web sites: www.dentsu.com and www.gwi.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.