Case Study

Dentsu gaming

Hire an EVP, Global Gaming Lead to scale dentsu Groups newest venture in gaming

Brent Koning, EVP, Global Gaming Lead, dentsu gaming


Executive Search






  • dentsu gaming is a start-up that lacked games industry know how and leadership. It is uniquely positioned ad gaming business, part of a global marketing services group, with its own games studio and development capabilities.  
  • SRI we were mandated to find a credible leader, to devise a global strategy, deliver a roadmap for growth, and a direction for this new global business. It required a candidate who understands brands, agency and the opportunities for brands in gaming. We had to deliver a senior executive from the video games industry.  


  • The client themselves saw this as a unicorn hire with a very limited talent pool  
  • The ideal candidate would have experienced life in both a matrixed global organization in the games industry, and also with brands in an ad / marketing agency 
  • Little flexibility outside of the brief, the board preferred a recognized figure head, with the ability to bring a large network, both in brands and in the games industry to develop new business 
  • Very difficult to move talent from the games publisher and developer side, into an ad agency  


  • Brent Koning, previously Global Head of Esports at Electronic Arts, and Head of Gaming at Encompass International, was successfully appointed as EVP, Global Gaming Lead  


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