Partnership Between We R Interactive and Gillette

Gillette and a U.K.-based social entertainment company We R Interactive made a partnership shortly after the launch of the Gillette Football Club with a view to drive registrations to the Club.

According to the agreement We R Interactive's I AM PLAYR online football game will feature on the Gillette Football Club as the first and only game, and in return Gillette will be on the game through a host of narrative integration available to I AM PLAYR users who subscribe to Gillette Football Club.

The subscription begins with a Gillette Sports Science Centre which will enable I AM PLAYR users to meet the Centre's staff including a Head of Sports Science, Sports Psychologist and Elite Performance Director. The staff can provide specialized treatments that boost the users' on-pitch abilities, such as shooting, dribbling and passing.

Through a fusion of live-action video featuring Premiership players, interactive storytelling and first-person perspective 3D game play I AM PLAYR game user play the life of a professional footballer both on and off the pitch. With such a theme, it's no wonder that the game itself has grown a large global audience with over 6.8 million players playing across 220 countries.

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