Like many other companies, Unilever wants to make its brand known to more gamers, but consumer goods companies still struggle to determine how much gaming actually impacts their bottom line. We are taking a cautious approach.
The way Unilever talks about its commitment to gaming says it all. Willem Dinger, global head of sports and entertainment partnerships and head of personal care media, said the company has tripled its spending in this area. But even though gaming is a clear area of interest for Dinger and his colleagues, and he has funded revitalizations that touch nearly every aspect of the burgeoning gaming community, he has no concrete numbers. refused to reveal.
There are numerous examples of Unilever’s gaming presence, including the Ax-branded Fortnite world, Dove’s official video game, and Lifebuoy Minecraft builds. It’s not yet clear how big the gaming focus will be in the future. Unilever currently boasts a network of around 30 gaming experts within the company, but the official titles of these marketers do not include the word “gaming”. For now, the company is still relying on internal staff to take on gaming responsibilities as part of their normal day-to-day work, rather than hiring dedicated gaming talent.
To learn more about why one of the world’s largest consumer goods companies is leaning into gaming, Digiday sat down with Dinger for an annotated Q&A.
This conversation has been edited and condensed for length and clarity.
Willem Dinger: “From a cultural perspective, this really helps increase the relevance of our brand and drive buzz within the game. It’s a place where all these different points of passion collide, and it’s kind of the epicenter of culture. But also from a commerce perspective, gaming as a platform to drive culture that brings about conversions. It’s also important from a usage standpoint, because at the end of the day, we’re a business. We have to sell the product.”
Digiday: Dinger’s answers on Metaverse’s potential commerce benefits provide insight into the long-term value of platforms like Fortnite and Roblox for Unilever. In the past, brands’ forays into the metaverse have often included “digital twins,” completely virtual recreations of their products that users can own and view within a virtual world. This type of activation makes much more sense for fashion and lifestyle brands than for consumer goods brands. After all, not many gamers are interested in owning a virtual can of Ax body spray. But as platforms like Roblox roll out real-world e-commerce tools, it may be wise for Unilever to establish a presence in the metaverse ahead of the e-commerce revolution.
About the interaction between custom branded game worlds and unique in-game advertising
Willem Dinger: “We do a little bit of both, right? We definitely do in-game inventory and advertising, but in order to properly connect with gamers and fans who are actually playing Minecraft and Fortnite. It’s really important that it’s regional and really adds value to the overall gaming experience, which is why we’re working with Dove to make black hairstyles available in different gaming environments. So, sure, you can run in-game ads to always get attention, but to tell the story of these social impacts and products in a way that’s fun and relatable. It’s important to not only be around the game, during the game, but also away from the game.”
Digiday: Dinger admits that both custom activations and inherently in-game advertising are key elements of Unilever’s marketing mix, but his answer is one of the weaknesses of programmatic in-game advertising is shown. It’s more valuable than a more detailed branded game world. Platforms like Roblox have to combat this perception of in-game advertising as they aim to build programmatic services. In-game advertising can also be considered unreliable within a community that values authenticity above all else.
The role of esports in Unilever’s gaming strategy
Willem Dinger: “I think esports gives you an unprecedented scale in a way. It gives you fandom. I once went to the League of Legends final. At times, I felt like I was at a FIFA World Cup soccer match. I mean, it’s the passion, the excitement, the competition. Just watching the Esports World Cup, it’s an eight-week tournament. We have over 500 million viewers consuming 250 million hours of content, 500 teams, and 1,500 players. To be able to integrate ourselves within, within the media, within the players, to be able to operate on the ground in Saudi Arabia, we cannot ignore that.”
DIGIDAY: Unilever was one of several major brands in non-fashionable regions to sponsor the Esports World Cup, alongside advertisers such as PepsiCo, Amazon and Adidas. In addition to flagging the pure media value of the event, Dinger revealed that being able to work locally in Saudi Arabia was a special benefit of the sponsorship deal.
Some observers have speculated that developing close ties with Saudi Arabia may have motivated sponsors to participate in the eSports World Cup, but Dinger said this may have contributed to Unilever’s involvement in the event. He made it clear that he was not the driving force behind the sponsorship. He said Unilever was approaching EWC as a more global opportunity, with the aim of “bringing together all of our different global markets and our global brands”.
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