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MKTG reinforces esports division

Getty Images Japanese advertising and marketing agency Dentsu has continued its expansion into competitive gaming by launching its own esports division through its MKTG sports and entertainment subsidiary. The esports spinoff will sit as its own entity within MKTG and focus on activating and generating gaming content. Though the news marks Dentsu’s biggest push into esports via MKTG so far, the agency has been actively involved in the sector for a number of years. Notably, in 2016, it was involved in the sponsorship deal between Spanish esports organiser Liga de Videojuegos Profesional (LVP) and telecommunications firm Orange. PODCAST | Coronavirus and esports: Julian Tan, Alban Dechelotte, and John Clarke on gaming’s futureThe esports division will be led by Álvaro Giner, currently MKTG’s marketing and sponsorship manager and esports specialist, who will serve as head of esports and gaming.  Jesús García, MKTG’s chief executive, said the move was to “reaffirm our commitment and position in the market in relation to esports projects”.

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