Marketing Agency for Games

PlayBrain is a Marketing Agency for Games who advertise without annoying. From our office in Tokyo, we help game developers and publishers market their games as part of community development. To aid in that mission we also produce a popular game community and marketing services platform called DEKKI.

Our methodology is what we call Frictionless Media. It utilizes influencers, content, events, community and more to create the destination of consumer’s attention rather than interrupting it.

Our clients include Riot Games, CD Projekt Red, Blizzard Entertainment, Electronic Arts, Supercell, Twitch, and more.

Frictionless Media

Common marketing media such as TV Commercials, Billboards, Web Banner Ads, and Youtube Pre-roll videos, all interrupt our preferred experiences by getting in the way of our web browsing, our favorite TV show, our trips to work or our favorite stream. We call this Friction Media because it creates friction in our daily lives, disrupting our enjoyment of our desired experiences.

The general sentiment around Friction Media is increasingly negative. Consumers are getting more selective about the media as technology starts to offer alternatives, and invasive Friction Media is creating negative brand impressions as consumers become aware of the intrusion into their time and attention.

FrictionLESS Media on the other hand, is focussed on delivering experiences that the consumer is looking for. It strives to be the destination of our attention. Typical Frictionless Media examples related to games include content marketing (Twitch, Youtube, etc), event marketing (hands on experience, user gatherings), online communities, influencer marketing and esports.

PlayBrain Inc and its online platform, DEKKI, provide Frictionless Media solutions for the games industry.

Senior Team

Mike Sheetal


PlayBrain founder, Mike Sheetal, brings more than 18 years experience in advertising and games. He first began his career in games in 1998 at Brilliant Digital Entertainment in Sydney, Australia. There, he ran the motion capture studio as in-house motion capture director for games, television commercials and even film.

After moving to Japan in 2002, Mike worked in television production before helping to establish the digital agency, Cybermedia, with clients such as Renault, Lufthansa and Allianz.

In 2007, Mike established his own agency, UltraSuperNew, and ran it as CEO for 9 years before selling it in early 2016. During that time, he helped establish Red Bull in the Japanese market, worked with MINI, Reebok, Heineken, Netflix, Supercell, Electronic Arts, Blizzard, and helped launch Clash of Clans and Hearthstone in Japan.

His latest venture, PlayBrain, focuses on the games industry with the mission to bring brand back to the communication.

All time favourite games: Myst, Final Fantasy 7, Hearthstone, GTA IV, Fez

Satoshi Kasahara


Satoshi brings 10+ years of experience in events, social media and graphic production to PlayBrain. His extensive experience producing live streaming programs on NicoNicoDouga and Twitch for AAA game developers and many years of operations at Tokyo Game Show, serve him well as a senior Producer in the team.

All time favourite games: All FPS! (especially Battlefield), League of Legends, Monster Hunter

Keisuke Takaso


Keisuke is a veteran of moving image production, with a career spanning small and large TV and TVCM productions, media sales and advertising. He is one of the most active producers in Japan creating video projects for eSports and games, including event and broadcast moving image, and multiple documentary series documenting the lives of gamers.

All time favourite games: Breath of Fire Ⅲ, League of Legends, Teenage Mutant Ninja Turtles: Turtles in Time, Tomb Raider, Twisted Metal, NBA2K16