Leonardo Aboy of Dentsu Creative Argentina: Gaming offers a unique way to connect with an audience through interactive content

The world of gaming has enjoyed exponential growth in recent years, becoming a multimillionaire industry that has gone beyond entertainment to become a powerful tool in terms of economic development and engagement with its audiences. The team at Dentsu Creative Argentina is currently exploring the importance of gaming as a strategic tool for brands and for handling the key trends that are shaping the present panorama. “Gaming is a unique way of connecting with an audience through interactive content that allows for personalized, innovative experiences. At present the public seeks more and more interactive and participative experiences , and gaming provides just that . Brands can involve their audiences in a more profound way, which in turn leads to greater engagement and loyalty to the brand,” said Leonardo Aboy, general accounts director at Dentsu Creative Argentina. At the same time, gaming can help improve the digital presence and optimize the results of SEO (Search Engine Optimization). Content related to the games attracts a vast number of gamers online, which creates greater visibility for brands on search engines and allows them to be positioned effectively in the eyes of their target audience.