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Dentsu Unveils Dentsu Gaming: a New Global Solution to Enhance Brand and Game Industry Collaborations

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Today, dentsu group announces the launch of dentsu gaming – an integrated solution which brings together the extensive gaming heritage and expertise of dentsu japan network with the global scale and specialist capabilities within dentsu international.

The dentsu gaming solution will be an enhanced gateway for gaming developers, platforms and entertainment specialists to work with the world’s greatest and most iconic brands, or partner with dentsu on original IP development. The solution is accessible through its production, creative, CXM and media agencies globally, including Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle and the Content Business Design Centre (CBDC) within dentsu Inc.

As a new global solution, dentsu gaming provides access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem. It will also forge new relationships between players, publishers and brands, through strategic partnerships and dentsu led investments.

Leading the global launch of dentsu gaming, Keiichi Yoshizaki, Executive Officer, Dentsu Inc comments; “Our philosophy is that gaming is more than just advertising – it is about creating, amplifying and adding momentum to culture and the industry at large. With dentsu gaming we do this through our own in-house gaming studios, innovative business ventures, investing in gaming start-ups and through strategic partnerships at global scale and, this sets us apart from all others.

“Our unique gaming heritage in the Japanese market, coupled with the global scale of our international business ensures dentsu gaming is the ideal way in which we’re able to make authentic and meaningful progress for the betterment of the gaming community, our clients, our partners and of course our people and their passion for gaming.”

Through its network of agencies and teams worldwide dentsu now provides bespoke game/IP development, in-game advertising, commerce, consumer promotions, native game integrations, Augmented Reality (AR), Virtual Reality (VR), talent activation, esports and experiential as its core capabilities through dentsu gaming.

Peter Huijboom, Global CEO, Media and Global Clients, dentsu international, and one of the primary executive sponsors of dentsu gaming, adds: “We have a truly integrated and borderless business model at dentsu which ensures a seamless sharing of insights, deep-knowledge and specialisms to benefit our clients, regardless of their geography – dentsu gaming is a perfect example of this.

“Bringing together the exceptional talent and deep gaming expertise from across the group, this new global solution makes it easier for clients and partners to leverage the potential of gaming for business growth through local market dentsu agency brands they already know and trust.”

With a heritage of more than 35+ years in the gaming and entertainment space, dentsu has been working with pioneering brands and developers since the gaming industry’s infancy and continues to innovate and break new ground. For example, dentsu, a co-host of the “TOKYO GAME SHOW”, has been one of the key development partners in bringing a part of this year’s event into the virtual world, producing in partnership with ambr, the virtual reality (VR) application for TOKYO GAME SHOW VR 2021*.

Powered by thousands of passionate people globally, dentsu gaming is led by its guiding principle of authentic and respectful engagement within the gaming community. Dentsu stands with the creators and players to make the future of gaming representative, inclusive and accessible for all.

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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PushFar and Limit Break team up to improve diversity in gaming industry

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PushFar, a mentoring and career progression platform, has partnered with Limit Break, a mentorship program in the games industry, to help improve diversity, inclusion and equality.

Limit Break is using PushFar’s platform to offer a mentorship program for underrepresented people working in the UK gaming industry. Recent figures show that 70% of people working in the gaming industry are male, compared to 28% female and 2% non-binary workers, and that 10% of people are Black, Asian or minority ethnic (BAME).

Founder Anisa Sanusi established Limit Break in 2019 when she found it challenging to find a mentor in the gaming industry. She recognised the value of guidance and role models for underrepresented genders, LGBQT+ and people of colour, with representation in the workforce significantly below the national average of those in work.

Limit Break turned to Pushfar for a solution because the popularity of the mentoring program meant it was time consuming and required scaling. PushFar set up an accessible and intuitive platform, making it easy to match members based on their specific profiles, and allowing the program to have international reach. The platform also enables people to connect with people from specific backgrounds through a self-matching feature. Limit Break now has up to 700 people on their mentoring program, and has seen an increase in member retention.

Ed Johnson, CEO and Founder of PushFar, said: “Having a mentoring relationship is often noted as being one of the most beneficial things you can do for career development. Employees feel motivated and supported when they see senior leaders with whom they can relate. Limit Break has recognised the advantages mentoring can bring to their industry, and taken an active role in addressing diversity and inclusion issues through it. We’re delighted to be part of this solution and hope that our platform will help more people from under-represented groups join the games industry”.

Anisa Sanusi, Founder of Limit Break, said: “Actively mentoring candidates enables us to facilitate connections for a young workforce to those with experience. We want to help to keep the games industry rich with diverse talent and passion, and hope that our program will enable more people from under-represented groups to join the industry. Creating a mentorship program can be a time consuming and complicated task, but by using PushFar we’ve been able to make it simple and easy for everyone involved.”

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MGA | Updates to the Gaming Authorisations and Compliance Directive & Key Function Eligibility Criteria Policy

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The Malta Gaming Authority is hereby publishing a series of amendments to the Gaming Authorisations and Compliance Directive (Directive 3 of 2018). The amendments mainly relate to the following:

  • The overall number of key function roles and their underlying responsibilities;
  • The deadlines by when certain key function requirements are to be observed;
  • The persons who shall shoulder responsibility in the absence of duly appointed key function holders;
  • The manner and form in which declarations and assurances are to be made by auditors on behalf of licensees during submission of audited financial statements; and
  • The applicability of suspicious betting reporting requirements.

These amendments are being published together with a Policy on the Eligibility and Ongoing Competency Criteria for Key Persons. This Policy is intended to revise and collate the existing eligibility criteria while also introducing authorisation renewal requirements related to continuous professional development for existing key persons. Moreover, the Policy clarifies the MGA’s position regarding the compatibility of key function roles with each other in light of the amendments to the Directive.

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It’s Official! SoftGamings and Golden Hero Collaboration Is Underway

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For SoftGamings, there are never enough good-quality game providers in its network, and the newest addition of Golden Hero is a testament to that fact.

Golden Hero is an Isle-of-Man-based operator known for its production and development of video slots and pachislos, a special series of slots based on Japanese pachinko games. The brand’s popularity in Japan and other Asian markets comes from its successful games and partnerships with the industry giants such as JTG. This success prompted it to seek a reliable aggregation platform to expand its reach beyond the existing markets, and SoftGamings was a natural choice.

All of Golden Hero’s games are created using the latest HTML5 technology, which focuses on mobile casino gaming. Even though its portfolio is not grandiose in number, the quality of the games it offers is undeniable. One of its most successful titles is the Battle Dwarf pachislo, voted the 2019 Game of the Year at Slotcatalog.com. Other player-favourites include Jewel Race, Hawaiian Dream, and many more.

Golden Hero is a game provider licensed by the Malta Gaming Authority and certified by SIQ, which guarantees the fairness and safety of its games. In addition, the Gamesys Group, a company that owns Golden Hero, has recently been acquired by Bally’s Corporation, making Golden Hero a part of one of the world’s largest casino corporations.

Here’s what Irina Sazonova, the director of partnerships at SoftGamings, said when reflecting on the deal: “We are overjoyed to welcome Golden Hero to our fold and, with it, give our operators a chance to improve their game portfolios with exciting and never-before-seen titles. By working with us, Golden Hero will get a chance to expand to new markets and showcase its products in the best possible way, so this partnership is the essence of a win-win situation for all parties concerned.”

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