CRISTAL FESTIVAL: Branding in games must be 'additive', says We R Interactive exec

Brands' involvement in online games must be "additive to the player's experience", according to Paul Whitehead, global commercial director at social gaming company We R Interactive.

Paul Whitehead: global commercial director at We R Interactive.
Paul Whitehead: global commercial director at We R Interactive.

Speaking at the Cristal Festival in Switzerland last Friday (14 December), Whitehead said We R Interactive only incorporated brands into its 'I Am Playr' football game if the partnership "enhances the players' experience".

'I Am Playr' allows people to live the life of a professional footballer through an online game and incorporates brands such as Nike, Alfa Romeo, Betfred, Red Bull and, more recently, Gillette.

Whitehead said: "We wanted to try to reinforce Gillette's brand emotion of confidence. One thing footballers say is they want to look good and feel good. When at the peak of their performance, they see everything in slow motion."

We R Interactive translated that feeling of confidence into the game, introducing the Gillette Sports Science Centre. By fulfilling a series of tasks, players could gain confidence and unlock an ability to slow down the ball to help their game play.

Whitehead said: "It's not a campaign initiative, it's the start of a long-term partnership. There will be seven more features which we will be launching in the game over the coming months, which will continue to build relationship between Gillette and its audience."

Elsewhere on the site, We R Interactive has sold half a million pairs of virtual Nike football boots, making it the second-biggest store globally, and users have configured 260,000 virtual Alfa Romeo cars.

'I Am Playr' claims to have seven million global players from 220 countries. Whitehead said 95% of 'I Am Playr' users were male and between the ages of 16 to 34, with the average user spending 44 minutes a day playing the game.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Digital out of home: navigating the revolution of the oldest medium

Digital out of home: navigating the revolution of the oldest medium

Drawing on market trends from outdoor's second-quarter results, Primesight's Chris Forrester warns against an industry eating itself.

Share
My Media Week: Simon Kilby

My Media Week: Simon Kilby

This week, Simon Kilby, head of marketplace, Bauer Media, readies the national launch of Magic on DAB and celebrates future change at Bauer Radio's annual conference, with dire consequences the next day.

Share
Piers Morgan becomes editor-at-large of MailOnline US

Piers Morgan becomes editor-at-large of MailOnline US

Piers Morgan, formerly of CNN and Trinity Mirror, has been appointed editor-at-large of MailOnline's US operation.

Share

Get news by email