The operation will be led by Eduardo Lorenzi and Maurício Almeida, from Publicis, and by Fabio Brito, from Leo Burnett Tailor Made
Publicis Groupe announced the arrival of Publicis Play, a company specializing in games, in Brazil. According to the company, the novelty will aim to strengthen the work of the holding’s agencies in Brazil in the world of games and eSports.
Publicis Play will be led in Brazil by Eduardo Lorenzi and Maurício Almeida, respectively CEO and VP of Media at Publicis, along with Fabio Brito, VP of Service at Leo Burnett Tailor Made.
One of the countries that most consume games in the world and the first in Latin America, Brazil is a very promising market when it comes to games. Released this Monday (18), the Game Brazil Survey showed that 3 out of 4 Brazilians are in the habit of playing electronic games – the number represents an increase of 2.5 percentage points compared to last year’s study.
“Publicis Play will operate in several disciplines, with specialists from all agencies working on actions involving streaming, in-game, partnerships in championships, sponsorships, among other points”, explains Lorenzi.
With the company specializing in games, the brands served by the group’s agencies – DPZ&T, Leo Burnett Tailor Made, MSL Andreoli, One Digital, Arc, Prodigious, Performics, Publicis Brasil, Talent Marcel and Sapient AG2 – will have the formats available.
The initiative has the help of Gamers Club, a platform specialized in electronic sports, which will provide consultancy for Publicis Play’s projects and clients.
“The eSports universe allows strategies that go from the beginning to the end of the funnel. This universe has highly engaged communities that require a very specialized repertoire on the part of companies”, says Yuri Uchiyama, CEO of Gamers Club.
