We R Interactive's social browser game I Am Playr has struck a deal with shaving giant Gillette.
The game will now be available on Gillette's Football Club website, which offers goals and highlights from a number of European leagues.
In addition, Gillette products will soon appear in the game through a host of innovative narrative integrations” including a new feature called the Gillette Sports Science Centre that allows players to enhance their character's skills.
There will also be exclusive content for players of the game who sign up Gillette Football Club.
The Gillette brand has a long-standing association with football and connecting that to I Am Playr's global audience makes it a perfect fit for our game,” We R Interactive's global commercial director Paul Whitehead stated.
This global partnership and in particular the innovative sports science centre will really enhance the user experience for I Am Playr and help drive registrations to the Gillette Football Club, with a range of exciting new in-game experiences planned for the very near future.”
The game itself enjoys a user base of more than 6.8m in over 220 countries.