Boticário launches proprietary championship and promotes female character

O Boticario launched Game heroinesA challenge that goals to create an ecosystem of actions that contribute to growing the position of ladies within the gamer universe.

Conceived by DRUID Creative Gaming, the initiative has lots of motion deliberate for the approaching months, together with the launch of the model’s first proprietary championship, the Implacable Cup, targeted on CS:GO (Counter Strike-GO) and in partnership with the Gamers Club. has been created. , along with a devoted channel on Discord with the goal of connecting girls to change experiences and conversations.

The Game Heroines marketing campaign brings the story of ladies who’re profitable a spot within the scene to encourage different gamers.
According to the most recent version of Game Brazil Survey (PGB), the variety of female players has been lowering through the years, from 54% in 2020 to 51% in 2022. Although they’re nearly all of players, they’re solely 10. % When we speak concerning the skilled scene, particularly, e-sports championships.

Among the components affecting these fewer girls are harassment and problem of entry, as there aren’t any incentives to observe and fewer championships targeted on them.

Contributing to altering this actuality is what drives us to create this challenge. We need to leverage our efficiency in favor of female empowerment, which takes place in varied fields, and additionally the connection we’ve got made with the gamer viewers to be a part of this alteration.

Marcela de Masi, Director of Communications at O ​​Boticário

“For this marketing campaign, which can nonetheless carry lots of information to the general public, we determined to start out by specializing in one of many essential ache factors of players: the dearth of championships and room for progress. We imagine that the love of sports activities can create new heroines and that’s the reason we need to encourage as many ladies as attainable.

To promote the challenge and strengthen their assist for players, O Boticário and DRUID have launched a marketing campaign with the motto “When one heroine grows up, hundreds of thousands are born. Your position conjures up. Play this!”. The movie is accessible on the model’s social community and brings the story of Natalia Villela or, as she is understood within the gamer universe, Daiki, 17 years outdated. Her need to play was sparked by contact together with her brothers, however to know that It took her going with different ladies to comprehend that video video games have been for her too.

“This marketing campaign talks about inspiration and illustration in order that different ladies have the braveness to start out, similar to Daiki did. Talking concerning the relationship and making them recognizable conditions is our objective of this very particular challenge. We don’t need girls to only occupy the house, however to be extra and extra the protagonists of their tales”, asserted Marcela.

“This is one other vital step in our partnership with Boticario, which goals to alter the sport for these ladies, valuing their expertise by encouragement and recognition. The idea we created brings a really sturdy trigger, within the sense of not simply sympathy for ladies, however one thing that may remodel generations, accelerating the profitable of the main position they need to occupy. When a heroine is born, so is her subsequent technology. And that is what we’re searching for with our platform”, commented Bruna Pastorini, head of planning and content material at DRUID, the company that created the challenge.

The marketing campaign video additionally options the participation of different nice personalities from totally different sectors of the video games market, resembling Walton, Paula Nobre, Leticia Motta and Mah Lopez, who, like Daiki, encourage ladies in Brazil and around the globe.

Endless cup

Registration for the championship could be achieved on the marketing campaign web site from 09/21. Interested girls can apply alone (through which case, she shall be built-in with different candidates to type a group) or in a group of 5 gamers. Counter Strike-Go matches shall be held on twenty first and twenty second October and all particulars shall be despatched by e mail after registration.

In addition to the money prize of R$ 14,000, the profitable group will obtain different prizes geared toward supporting the event and professionalization of its members – from the definition of a brand new uniform to the creation of a visible identification and the complete rebranding. of the group. All actions concentrate on beginner gamers and groups, that’s, those that are nonetheless beginning their careers.

Leave a Comment