One of the project’s initiatives is the launch of Taa das Implacveis, the brand’s first proprietary competition
Boticrio is building a new project to encourage the participation and engagement of women in the gaming world. With the name Heronas do Game, the initiative brings together some actions that should take place over the next few months.
One of them is the launch of Taa das Implacveis, the brand’s first proprietary competition. Created in partnership with Gamers Clube, it receives applications starting this Wednesday (21). Interested parties can register alone – being integrated with other participants to form a team – or in a team of 5 players.
The matches will be held between the 21st and 22nd of October, and the winning team will receive a cash amount of R$14,000.00. In addition, it will have support for the development and professionalization of its participants – the teams and the players need to be starting their paths.
Another action is the creation of a channel on Discord, Comunidade Heronas, where players can exchange experiences and chat about strategies, trajectories and paths to advance in the gaming world.
In full growth in the country, games are part of the daily life of 74.5% of the Brazilian population, according to data from the Game Brazil Research (PGB). Women are the majority, accounting for 51% of the public, but they face difficulties in becoming professional, a reality that is beginning to draw the attention of some brands.
Contributing to change this reality is what motivated us to build this project. We want to take advantage of our work in favor of female empowerment, which takes place in different spheres, and also the connection we have built with the gamer audience to be part of this change, says Marcela De Masi, communication director at O Boticrio.
To amplify the project, the brand is launching a campaign, signed by Druid Creative Gaming, with the concept When a hero grows, millions are born. Your role inspires. Play it!. The film portrays the story of Natlia Vilela (or Daiki, as she is known in the gamer universe), and shows the importance of representation as a mechanism for inspiration and inclusion. The video, which brings together other references to the games, is being disseminated on the brand’s social networks.
The brand started investing in the world of games in 2021, when it activated the virtual reality game Avakin Life and created an in-game hub store, a project it returned to at this year’s Avakin Carnival. The latest initiatives were the partnership and sponsorship of the Black Dragons women’s team and the launch of a new front of NFTs to celebrate Lipstick Day, in action with Eudora.
