OUR STORY

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Built to reach gamers and game fans

PlayBrain is a company built to help brands reach gamers and game fans with esports, targeted communication, and content marketing. With creative roots and a gamer core, PlayBrain creates experiences that matter to gamers and game fans.

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

Players and Fans

Discover esports and game related content and platforms produced by PlayBrain. Working with leading titles from around the world, we bring top gaming content to you.

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Games and Brands

Your game or brand can make real connections with the fast growing and increasingly influential community of gamers and game fans.

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Players and Fans

Esports Tournaments / Leagues

  • LJL Official Japanese league of Legends Pro League
  • DEKKI White Wolf Gwent community tournament
  • HCT Tokyo
  • DEKKI RumbleStone Regional team battle format tournament for Hearthstone featuring teams from Japan, Taiwan, Hong Kong and South East Asia.

Websites

  • DEKKI.com Learn more about esports and game strategy, participate in tournaments and share your own content.
  • jp.lolesports.com (Japanese) Follow League of Legends Japan League (LJL) and League of Legends esports from around the world.

Streaming Shows

  • Hearthstone World Long running weekly Japanese language Hearthstone show with international guests.
  • DEKKI World Variety stream introducing games and game news from around the world.
  • Gundam Heroes Universe Semi-weekly show introducing game play and tactics for Gundam Heroes.

Other

  • DEKKI Minute 1 minute video series about various gaming topics.

Games and Brands

Reach gamers and game fans.

PlayBrain is a company built to help brands reach gamers and game fans with esports, targeted communication, and content marketing.

The core gamer demographic is 15~35 years old, doesn’t watch much TV, has above average intelligence and now makes up more than 15% of consumers in developed markets.

In Japan, more than 60 million people play games on a regular basis, and the stability of Japan’s dominant middle class means that gamers are willing and able to invest in experiences and products that they connect with at a greater rate than many other major markets around the world.

Esports

At PlayBrain, we believe in esports as a powerful and emotion charged medium to connect with game fans and players. This makes esports a great tool for building brand authenticity in the same way we have previously seen for traditional sports and street culture.

The esports industry in Japan grew 1300% in 2018, and is projected to continue to steadily grow to a 10 billion yen business by 2022. Globally there are already more than 380 million people watching esports (growing by 13% per year) of which 53% are from the Asia Pacific region.

Frictionless Media

While much of the advertising market is concentrated on display advertising, TV Commercials and other traditional media, PlayBrain sees the future of marketing as rooted in what we call “Frictionless Media”.

Friction in media is the negative reaction from a consumer when what they wanted to do has been interrupted by a piece of advertising.

In Frictionless Media, we create marketing in the form of the content that people want to consume, delivering long lasting experiences that demonstrate understanding and camaraderie with the consumer.

We measure our interactions with consumers in hours, not seconds.

Origin

PlayBrain was established in 2016 as an alternate approach to marketing and advertising for games. Founder Mike Sheetal, and core team members Keisuke Takaso and Satoshi Kasahara left creative agency, UltraSuperNew, to start PlayBrain focussing on Frictionless Marketing for games and competitive gaming.

Senior Team

Mike Sheetal
CEO/Founder

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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
Executive Producer

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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
Executive Producer

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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