If you’re still “testing and learning” in gaming, you’re already behind... For Episode 6 of The Speakeasy, we sit down with Brent Koning, Global Head of Gaming at dentsu, to unpack why gaming is mass media, yet still misunderstood by so many marketers — and why that’s finally starting to change. Having spent time at Xbox, EA, and now one of the world’s biggest agency groups, Brent shares what actually matters when brands try to show up in gaming. From time spent and smarter segmentation to the variety of ways to show up in gaming and gaming culture, we dig into the strategies helping to make gaming a core piece of the modern marketing mix.
00:00 – Intro & welcome
Joe and Tiago introduce the show, and welcome Brent Koning, Global Head of Gaming at dentsu.
02:00 – Brent’s background & career journey
From early work with Microsoft and Xbox to EA, FIFA esports, and eventually leading gaming strategy at dentsu.
08:30 – What dentsu’s gaming role actually looks like
How gaming fits inside a global agency, what dentsu does differently, and why strategy comes before media.
14:30 – Why gaming has been misunderstood by marketers
Generational shifts, education gaps, and why gaming is finally being taken seriously as a channel.
21:00 – Gaming’s role in the modern marketing mix
Why gaming should sit alongside TV, social and sport — and why time spent matters more than formats.
27:30 – How brands should think about entering gaming
Segmentation, platforms like Roblox and Fortnite, and avoiding surface-level activations.
34:30 – Brand integrations, culture & UGC
Examples that work (and don’t), Fortnite, Minecraft, and why culture fit is everything.
41:00 – IP, fandom & the future of games
UGC platforms, transmedia storytelling, GTA VI, and where attention is heading next.
47:30 – Final advice for brands & CMOs
Why “test and learn” isn’t enough anymore, and the importance of real commitment.
50:00 – Wrap-up & closing
Final thoughts and sign-off.