Like many other businesses, Unilever wants to get its brands in front of more gamers — but the consumer goods company is still taking a measured approach as it determines just how much gaming could actually impact its bottom line.
The way Unilever talks about its gaming efforts says it all. The company has tripled its spending in the sector, according to its global head of sport and entertainment partnerships and Personal Care media lead, Willem Dinger. However, he declined to share hard numbers — despite the fact that gaming is clearly an area of interest for Dinger and his colleagues, who have funded activations touching on just about every facet of the burgeoning gaming community.
There’s an Axe-branded Fortnite world, an official Dove video game and a Lifebuoy Minecraft build, among numerous other examples of Unilever’s gaming presence. It’s just not yet clear how big a focus area gaming is for the future. While Unilever currently boasts a network of about 30 internal gaming experts, these marketers do not have the word “gaming” in their official titles. For the moment, the company is still leaning on internal staff to take on gaming responsibilities as part of their regular day jobs, rather than making dedicated gaming hires.
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