Gillette FC Unveils Online Gaming Partnership

Following the global launch of the Gillette Football Club, Gillette has announced a new gaming partnership with UK-based social entertainment company, We R Interactive. 

In the global, multi-layered partnership aimed at driving registrations to the Gillette Football Club, We R Interactive’s online football game, I AM PLAYR, will feature as the first and only game on the Gillette Football Club. 

Gillette FC was launched in September in partnership with YouTube, integrating football content including goals, highlights and behind the scenes footage from a number of international top football leagues. 

Gillette will also be woven into I AM PLAYR through a host of narrative integrations available to I AM PLAYR users who subscribe to Gillette Football Club, starting with a Gillette Sports Science Centre. 

Gillette products will also be heroed in pre-match routine videos, while future integrations will include I AM PLAYR users being offered the chance to become the face of Gillette as a virtual brand ambassador. 

Following the launch of the game last year, Sport Industry TV spoke to former Arsenal player Lee Dixon, who also replicates his football punditry role in the game.

I AM PLAYR is the first online football game that lets the user play the life of a professional footballer both, on and off the pitch. Through a fusion of live-action video featuring top Premiership players, interactive story-telling and first-person perspective 3D game play, the game has grown a global audience over 6.8 million players across 220 countries. 

Alex Tosolini, Vice President, E-Business for P&G, said: ‘Gillette has a long track record in bringing men closer to their sporting passions, and we have taken this to the next level with the Gillette Football Club. This new partnership with We R Interactive will enhance the experience for both football fans on Gillette Football Club and I AM PLAYR users, and builds on our vision to ultimately deliver the best a fan can get with a complete online football experience.’

Paul Whitehead, global commercial director, We R Interactive added: ‘We’ve built a growing global audience across our portfolio of games and have established a track record of creating innovative partnerships that allow brands to credibly engage with consumers on their own terms and to a much deeper level compared to other media. As a result, We R Interactive is quickly becoming the de facto home for global brands in gaming.’