Dentsu seeks strong Gen Z connections with expansions into gaming, anime
Dentsu wants to strengthen its reach with Gen Z consumers as it expands into gaming and anime content and licensing.
This month, the Japanese holding company formed Dentsu Anime Solutions Inc., a subsidiary that will provide anime licensing with new new anime IP and merchandise sales to broadcasters and streaming platforms in Japan and overseas. Last month, Dentsu became the first holdco to join the Roblox Partner Program as it continues to build on larger metaverse and Web3 initiatives — despite a general cooling in the industry to the latter.
“Generation Z is a generation of digital natives that accept diverse values, and they actively spread information about anime through social networking services and so on,” said Sei Matsumoto, representative director and president of Dentsu Anime Solutions. “We believe that this has a great deal to do with the growing demand and popularity of anime.”
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Source:: Digiday
