Creating brand love through fandoms
Gaming's ever-increasing influence on culture has created limitless opportunities for marketers and advertisers. Gaming has moved from individual play to spectator involvement with the meteoric rise of esports and streaming platforms. Gaming platforms are now a primary channel for social interactions and self-expression. At dentsu, we believe that everyone is a gamer – a community connected across borders around the things they love.
SMG Studio is dentsu’s Australia-based gaming business and has been creating games with global brands since 2013. We turn imagination into interactive worlds with award-winning titles including Moving Out, Thumb Drift, and One More Line. With every release, we push boundaries to create games that connect, entertain, and leave a lasting impression on players everywhere.
Visit the SMG Studio website
Our Services
Physical Games
We build and produce original IP or licensed games across mobile, consoles, videos, indies and party games. We combine playful design, technical craft and unforgettable moments for global audiences.
Strategy
We act as strategic advisors to our clients and partners to navigate through complex gaming and consumer ecosystems.
In-game Advertising
Context is everything. We take a fit-for-format approach to ensure that tailored creative is delivered in a way that is non-intrusive and authentic to the experience depending on the game type, genre and platform by prioritizing brand safety and suitability at every step.
Commerce & Consumer Promotion
Take advantage of the Gaming-as-a-Service model to make your brand complementary to the game experience. We enable brands to offer digital products that get unlocked to augment the player’s journey through transactions or engagement activities.
Talent & Social
Our expertise in designing accessible, group-friendly party games ensures everyone can join in. We craft party games that spark connection and unforgettable shared moments.
IP Development
Through strategic, venture-level investments, dentsu gaming provides the means to produce, develop and monetize intellectual property (IP) such as original games, content and events. This gives brands the opportunity to create exclusive and customized ways to interact with gamers.
Native Game Integration
We enable collaborations between brands and publishers to create exclusive brand content that complements the world of the game and creates an authentic experience to engage the fanbase.
AR & VR
We leverage Augmented Reality and Virtual Reality to gamify and create an immersive interactive experience for brand fans.
Esports & Experiential
We leverage decades of experience in entertainment and use it to sponsor, partner and create unique esports and gaming events and experiences.
Dentsu 2025 Gaming Trends Report
Brands know they need to be in gaming, but too often it’s treated as a one-off sponsorship or a play for younger audiences. That narrow view misses the bigger opportunity.
Gaming today is where fandoms grow, identities form, and communities connect. It’s not just a niche, it’s a cultural layer that spans content, commerce, and conversation.
Download Report
Original Game Development: The Chaotic Co-op Moving Simulator!
Featuring 50+ colorful, family friendly and imaginative levels, the game was praised for its inclusiveness in design and representation.
Read more
Our Work
LEGO® Party!
From space to ninjas, bring your crew for the ultimate LEGO® game night!
Moving Out 2
Get ready to relocate reality in a wild, multiplayer remix.
SP!NG (SPiNG)
It’s simple, satisfying, and seriously hard to put down.
No Way Home
Escape space, one alien encounter (and explosion) at a time.
Risk
Deploy armies, seize territories, rule the map.
Moving Out
Featuring 50+ colorful, family friendly and imaginative levels, the game was praised for its inclusiveness in design and representation.
Latest News
LEGO® Party! Unveiled by Dentsu SMG Studio
Dentsu’s SMG Studio, the LEGO Group and Fictions unveil LEGO® Party! - a vibrant multiplayer game built for fast, energetic fun with friends and family, both offline and online.
SMG Studio: DevM Games
Explore how Dentsu partnered with SMG Studio and Team17 to create games for everyone, highlighting the importance of inclusivity in game design.
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