MediaCom has announced a new dedicated full-service gaming practice, named MediaCom Play, which it says will help its clients ‘invest and execute’ in esports and gaming.
The new practice will form part of MediaCom Creative Systems, which launched in April 2021, and will be led by Misha Sher, the agency’s Global Head of Sport, Entertainment & Culture.
MediaCom Play will aim to guide brand investments into gaming, building on its recent work in the space with major clients including developing commercial partnership strategy for the David Beckham co-owned Guild Esports.
“With gaming being the most significant global entertainment genre, bigger than the music and film industries combined, and which has grown exponentially as a result of the pandemic, we are delighted to launch a practice that will help our clients leverage the full breadth of the gaming eco-system,” said Sher.
“We are in a unique position to combine our unrivalled understanding of our clients’ business drivers, the categories in which they operate and their consumers with significant expertise in gaming to create impactful solutions to connect with any audience. Gaming has been one of our biggest growth areas and in ‘MediaCom Play’ our clients will have access to best-in-class capabilities.”
MediaCom says Play The full-service practice, with hubs in NY, London and Shanghai, will leverage MediaCom’s unique access to data and insights to help clients drive maximum impact.