Useful, not disruptive: How brands can effectively create immersive brand experiences in gaming

Jamie McConville, Sid Nair and Roki Ferrer

Traditional gaming arenas are evolving into immersive, multi-sensory and multi-form social spaces and Dentsu’s Jamie McConville and team examine how brands can seize the opportunity to curate personalised and lasting experiences for users.

This article is part of a Spotlight series on series on e-sports and gaming in Southeast Asia. Read more

The future of entertainment and media is immersive and gaming represents a runway into the next level of interactive brand communications. As gaming platforms themselves continue to evolve from traditional gaming arenas into immersive social spaces, these worlds offer brands a golden opportunity to test-and-learn within immersive, multi-sensory environments of all shapes and forms, and to curate persistent and personalised experiences for users.

Platforms like Roblox and Fortnite serve as pioneering gateways into...

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