Creative Agency for Games




PlayBrain is a Creative Agency for the Games Industry. From our office in Tokyo, we help developers and publishers establish and promote their games, as well as develop a new game community platform called DEKKI, which is changing the way players communicate about games.

PlayBrain was born from a belief that the best communication for games comes from gaming knowledge and advertising knowhow. Our team combines that passion for games and extensive advertising experience in Japan and around the world.

We provide services in design, digital, social media, video, print, and media buying. Our clients include Riot Games, Blizzard Entertainment, Electronic Arts, Supercell, Twitch, and more.

The Left & Right of Games


Our Left Brain delves into a deep understanding of the numbers that make the business side make sense. Working with analytics, industry metrics, user data and performance marketing, we fine tune communication to optimise performance.


Our Right Brain focuses on building passion for games in Japan and around the world. Love of the game is what drives people to engage, play and ultimately stay with a game, and our mission is to build that love.

CEO/Founder, Mike Sheetal



1998年より、オーストラリアのシドニーにあるBrilliant Digital Entertainmentにて、ゲーム、テレビCM、映画のモーションキャプチャーディレクターとしてキャリアをスタートしました。2002年に日本に拠点を移し、テレビ業界のプロダクション業務の経験を経て、デジタルエージェンシーCybermediaの立ち上げに関わりました。



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.