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Dentsu Aegis Network Expands MKTG’s Live Marketing and Content Capabilities Through Acquisition of Branded

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Branded - Acquired by Dentsu Aegis NetworkReading Time: 3 minutes

  • Branded is an award winning producer of live media events, owners of ‘All That Matters’, ‘It’s a Girl Thing’ festivals, and is YouTube’s Global Partner for YouTube FanFest
  • Post-acquisition it will join MKTG to accelerate the network’s entertainment, content and experiential marketing proposition in Asia Pacific

Dentsu Aegis Network announces that it has acquired Branded Ltd (“Branded”), Asia Pacific’s leading producer of live media events. Branded will join lifestyle marketing agency MKTG to scale capabilities in live media events, through the development of new age creative, content and IP ownership in the high growth areas of sport, music, gaming and entertainment.

Established in 2002 with offices in Singapore and Hong Kong, Branded connects businesses, brands, celebrities and fans through large and small scale events. It specialises in the conceptualisation, programming, organisation, and production of dynamic conferences, live music festivals, educational academies, and fan events. Notably, Branded is focused on developing owned intellectual properties, events and content to build and own audiences.

Branded’s core credentials include Co-Producers of YouTube FanFest, owners and producers of ‘It’s A Girl Thing’ and the award winning ‘All That Matters’ – Asia Pacific’s largest entertainment business and consumer festival connecting global industry pace-setters in music, digital, sports, marketing and gaming. In China, Branded produces Sports Connects and Tencent Music Connects.

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said: “With the heavy disruption in the advertising model for brand building, the ability to reach live audiences carries increasing value. As a result, lifestyle and experiential marketing is a strong growth segment in the region. Consumers will always be motivated by great content – sport, music, entertainment. Bringing Branded into our group will provide opportunities for our clients to develop strong marketing platforms from the live arena outwards, and enhance access to great talent.”

Joining the leadership team from Branded is Jasper Donat, Co-founder and CEO of Branded, a 30-year veteran of the media and entertainment industry. Jasper will remain as CEO of Branded, reporting to Sean O’Brien, CEO of MKTG Asia Pacific.

Jasper Donat, CEO of Branded, said: “We are extremely proud and honoured to be joining Dentsu Aegis Network. This is an exciting new chapter in Branded’s amazing 16-year journey. Brands are demanding more powerful and creative live opportunities to meet their consumers face to face. Integrating with MKTG gives Branded access to an immense client network and a genuine opportunity to expand and realise our global ambition as a producer of some of the world’s best known B2B and B2C live media events. I am also thrilled that this enables the development of new skills and career opportunities for the team that matters.”

Branded has been recognised as a “Top 10 Event Marketing Agency” by Marketing Magazine and is a two-time winner of the prestigious “Singapore Experience Best Trade Event of the Year” award.

About Dentsu Aegis Network:
Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands – Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists.

About MKTG:
MKTG, part of the Dentsu Aegis Network, is a global lifestyle marketing agency that specializes in delivering strategic, business-oriented marketing solutions for leading brands via sport and entertainment consulting, live experiences, retail marketing, enterprise/B2B engagement, hospitality and sponsorship marketing. We are committed to constantly evolving, refining and inventing innovative brand engagements through a deeper understanding of how people think, work and live their lives. Headquartered in New York City, we have 1,600 employees and 7,000 Brand Ambassadors operating in 19 countries across the Americas, EMEA and APAC.


Source: Latest News on European Gaming Media Network

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Scientific Games Campaigns for Seventh Holiday Season to Promote Responsible Gifting of Lottery Games

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Company Raises Awareness for NCPG’s Annual Gift Responsibly Message

Scientific Games continues to promote responsible gaming worldwide, joining the National Council on Problem Gambling’s annual Gift Responsibly holiday campaign for the seventh consecutive year. Through this initiative, the world’s largest provider of lottery games underscores the NCPG’s important message that lottery games are not intended for children. Scientific Games joins lotteries in Argentina, Austria, Bulgaria, Canada, Ireland, the United Kingdom and U.S. in the 2024 Gift Responsibly campaign, helping raise awareness about the risks of gifting lottery games to minors during the holidays.

Jim Schultz, Executive Vice President, Global Legal & Public Policy, said, “Scientific Games is committed to educating all stakeholders about what it means to practice Healthy Play. This includes empowering consumers with the knowledge to make informed choices by keeping lottery games out of children’s hands through our ongoing support of NCPG’s Gift Responsibly campaign. Lottery games make great gifts for adults, but not for kids. Through the continued efforts of our VP of Responsible Gaming Carla Schaefer, it’s all part of our goal to help educate.”

Scientific Games champions responsible gaming education year-round through its award-winning Healthy Play program. The program equips lotteries with science-based tools, insights and best practices to inform all stakeholders about the healthy enjoyment of lottery games, including understanding appropriate age guidelines for lottery play.

As the first lottery supplier to support the NCPG’s Gift Responsibly campaign, and one of the first suppliers to attain global certification as a Responsible Gaming Supplier from the World Lottery Association, Scientific Games is at the forefront of the industry’s responsible gaming efforts. Since then, the Healthy Play program has been recognized with multiple Communitas Awards, including the 2023 Award for Excellence in Corporate Social Responsibility, further solidifying the company’s continuing role as a steward of responsible gaming.

Scientific Games is the world’s largest creator, producer and manager of lottery instant games and a leader in lottery technology, sports betting systems, digital lottery games, mobile apps, and player loyalty programs.

Healthy Play™ is a trademark of Scientific Games. ©2023 Scientific Games, LLC. All Rights Reserved.

 

The post Scientific Games Campaigns for Seventh Holiday Season to Promote Responsible Gifting of Lottery Games appeared first on European Gaming Industry News.

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Red Bull Media House Announces Global Premiere of Counter-Strike Documentary ‘Memories of CS:GO – The Final Years’

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  • Emmy Award-winning Red Bull Media House-produced Counter-Strike: Global Offensive (CS:GO) documentary is set to premiere on 4 December
  • ‘Memories of CS:GO – The Final Years’ features personal insights from legendary talent, including Casper “cadiaN” Møller, Nicolai “dev1ce” Reedtz, Alexandre “gAuLeS” Borba and more
  • Fans can tune in via Red Bull Gaming’s YouTube channel

Red Bull’s deep dive into the glory years of Counter-Strike: Global Offensive (CS:GO) continues with the announcement of ‘Memories of CS:GO – The Final Years’, a brand new documentary set to premiere globally on 4 December 2024.

Produced by Emmy Award-winning Red Bull Media House, the new feature-length film closely follows 2024’s ‘Memories of CS:GO – The Early Years’, which charted the origins of one of the world’s most influential games from its grassroots beginnings to its evolution as a global esports phenomenon. Continuing the saga, ‘Memories of CS:GO – The Final Years’ chronicles an emotional journey from the perspective of its key protagonists, recalling the thrilling rise of Team Liquid as Team Astralis’ reign falls, the impact of the COVID-19 pandemic, all the way to Team Vitality’s victory at the last-ever CS:GO Major.

Hosted by Freya “Freya” Spiers, the brand new 90-minute film features personal accounts from iconic figures including Astralis’ trio of Nicolai “dev1ce” Reedtz, Casper “cadiaN” Møller, Peter “dupreeh” Rasmussen, as well as Team Liquid’s Jonathan “Elige” Jablonowski and Jordan “n0thing” Gilbert. As it explores fierce rivalries, pivotal roster changes that changed the course of CS:GO history, and the perseverance, teamwork and passion that forged the game’s legends, ‘Memories of CS:GO – The Final Years’ also delves into the fierce dedication of the Brazilian community with Alexandre “gAuLeS” Borba and Wilton “zews” Prado, looking back at Brazil’s first-ever Major.

‘Memories of CS:GO – The Final Years’ is a sweeping tale of toil, triumph, and teamwork that offers an insightful look into the remarkable trajectory of CS:GO and the unwavering support and dedication of its community. It’s scheduled to premiere December 4, 2024 via Red Bull Gaming’s YouTube channel.

Event Details:

  • What: Premiere of “Memories of CS:GO – The Final Years”
  • When: December 4th, 2024
  • Where to watch: Red Bull Gaming’s YouTube Channel

 

The post Red Bull Media House Announces Global Premiere of Counter-Strike Documentary ‘Memories of CS:GO – The Final Years’ appeared first on European Gaming Industry News.

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Guilhoto to lead GIANTX in the LEC

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The Portuguese head coach signs a two-year deal to guide GIANTX in Europe’s top esports league and aim for the Worlds. Guilhoto embarks on his third tenure with the organization and returns to the LEC after reaching two finals.

Nico Perez and Emi complete the coaching staff

André Guilhoto will be the head coach of GIANTX in the League of Legends EMEA Championship (LEC), Europe’s premier esports league. Guilhoto returns to the organization to replace Christophe ‘Kaas’ van Oudheusden and lead its League of Legends international project. His goal is to qualify the team for the Worlds. He has signed a two-year contract for the 2025 and 2026 seasons.

Guilhoto (Portugal, 1994) returns to both GIANTX and the LEC. Between 2018 and 2020, he coached several teams in the European league, including reaching two finals with Schalke 04 and Origen. He entered the European scene after winning the Spanish league with GIANTX, then known as Giants Gaming.

After his time in the LEC, he coached in North America with Immortals and Team Liquid. In 2023, he returned to Málaga to work with Giants, which later merged with British club Excel to form GIANTX. In 2024, he coached in the Superliga with CASE Esports and Team Heretics, where he won the Spanish championship.

Guilhoto is one of the most experienced head coaches in the scene and a well-known figure within the Spanish-speaking League of Legends community. GIANTX announced his return with a video confirming his new role as head coach.

GIANTX looks to Guilhoto to improve its results in the LEC. The team finished eighth in the winter and spring splits and reached the summer season finals, but missed out on qualifying for the Worlds. The organization aims to achieve this goal with Guilhoto leading the coaching staff.

Joining Guilhoto in Berlin, the home of the LEC, are assistant coach Nico Perez (France, 1998) and strategic coach Emanuel Ursachi ‘Emi’ (Romania, 1995). Nico spent the last year with GIANTX, first as head coach in the Superliga and then as assistant coach in the LEC. Emi, now in his second tenure with the company, will serve as the strategic coach.

The LEC season begins on January 18, 2025. GIANTX will announce the roster under Guilhoto’s leadership in the coming days.

 

The post Guilhoto to lead GIANTX in the LEC appeared first on European Gaming Industry News.

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