Live from Campaign’s gaming summit: Dentsu on where brands are missing out

About this episode

Brent Koning from Dentsu discusses the underutilization of gaming as a marketing channel at Campaign's gaming summit.

Gaming has firmly entered the mainstream, with more than three billion players worldwide and engagement levels that now rival – and often exceed – social platforms. What was once seen as a niche channel is now a dominant cultural force, commanding time, attention and participation at scale. These shifts, and what they mean for brands, were explored in depth at Campaign’s recent gaming summit, held in London. In this sponsored episode of The Campaign Podcast , Dentsu’s global head of gaming, Brent Koning, builds on that conversation and goes further. He delves into gaming’s role as an immersive social space, and why it remains one of the most underutilised channels in the marketing mix. Hosted on Acast. See acast.com/privacy for more information.

People in this episode

Guest: Brent Koning

Topics covered

• gaming
• marketing
• brand engagement
• social media
• cultural trends

Keywords

• gaming
• brands
• marketing
• Dentsu
• social space
• engagement
• cultural force

Mentioned in this episode

Organizations: Dentsu

Places: London

More episodes of The Campaign Podcast

• How will Cannes be different this year amid greater awards scrutiny? · June 9, 2026 · 30 min
• Should an agency be judged by its diversity? · June 2, 2026 · 32 min
• Media 360: What's the biggest change impacting media this year? · May 27, 2026 · 17 min
• Is adland in danger of undervaluing mentoring? · May 19, 2026 · 31 min
• What’s wrong with being a holding company? · May 12, 2026 · 28 min
• What do the ITV, Warner Bros and Telegraph deals mean for advertisers? · May 5, 2026 · 33 min