- The Japan esports Union has named Dentsu as its devoted advertising associate and added six new sponsors.
- The JeSU points professional participant licenses to esports rivals in order that they will obtain bigger money prizes at Japanese tournaments.
- The group can be overseeing Japan’s choice course of for its esports representatives on the upcoming Asian Video games in Jakarta, Indonesia.
The Japan esports Union (JeSU) has named Japanese agency Dentsu as its devoted advertising company. Dentsu will help the JeSU with growing a strategic advertising plan and managing the Union’s sponsorship gross sales. In a press release, Dentsu introduced that KDDI CORPORATION, Suntory Holdings Restricted, Lawson, Inc., THIRDWAVE CORPORATION, BEAMS, and Certainly Japan have all joined on as official sponsors. Dentsu is at present the fifth largest promoting company community on the earth, by way of worldwide revenues.
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Licenses enable gamers to obtain prize cash from tournaments as they’re now not merely being marketed to by the event, however are collaborating as a part of their job.
Whereas it’s unusual for a nationwide esports federation to have a advertising associate or to hunt out sponsorships, the JeSU performs a novel position in Japan’s esports trade when in comparison with different federations. The “Act In opposition to Unjustifiable Premiums and Deceptive Representations” is a Japanese legislation that caps prizes for any competitors that exists to promote a selected product at 100Okay Yen ($895). All esports competitions have been seen as advertising for a selected product (the sport being performed), and as such had been topic to this legislation. The JeSU’s major perform right now is to assist esports within the area overcome this limitation.
In January, three of the nation’s largest esports organizations merged to type the JeSU. The brand new group has since partnered straight with sport IP holders to concern professional participant licenses to rivals at choose Japanese tournaments. These licenses enable gamers to obtain prize cash from tournaments as they’re now not merely being marketed to by the event, however are collaborating as a part of their job.
As of June 1, 21 IP holders had joined the JeSU as common members, together with Capcom , Bandai Namco, Ubisoft, and Microsoft Japan. Along with issuing professional licenses, the union is overseeing Japan’s choice course of for its esports representatives for the upcoming Asian Video games in Jakarta, Indonesia.