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posted on Jan. 30, 2025 at 9:33 amJan 31, 2025

Podcast: dentsu’s Brent Koning on why an integrated gaming strategy is crucial in 2025

posted on Jan. 30, 2025 at 9:33 amJan 31, 2025

Executive Vice President and Global Gaming Lead at dentsu, Brent Koning, reveals a path to frictionless marketing and a critical attribute lacking within the media and marketing mix on Campaign Middle East’s latest podcast.

https://www.youtube.com/watch?v=VBoYx8TqT5Y

On the latest episode of Campaign Middle East’s On The Record podcast, Brent Koning, the Executive Vice President and Global Gaming Lead at dentsu, discusses how an integrated gaming strategy has become critical in 2025, why it should become an expected element in the media and marketing mix, and the benefits of incorporating it into existing consumer segmentation.

Through this conversation with Campaign Middle East, Koning shares his top 5 expert predictions for gaming in 2025, divulges the best outcome-based work he’s witnessed within the space, and delves into dentsu Gaming’s plans for 2025.

“It comes down to one thing, and that�

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Tags:Advertising Anup Oommen brands Brent Koning Budgets Campaign Middle East consumer segmentation Dentsu dentsu Gaming dentsu Global friction frictionless advertising gaming Global Gaming Lead innovation integrated gaming strategy Marketers marketing media media and marketing mix On The Record outcomes podcast predictions State of Gaming Report video podcast Work

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.