In order to position itself in the esports sector, PayPal and Biborg are working together again in a strategic partnership with Ubisoft and Tom Clancy’s Rainbow Six Pro League and Majors. Thanks to the help of Biborg’s video game and esports expertise, the brand is launching a communication campaign that responds to the expectations of video game competition fans. A first film – “To All of You” kicked off on November 17th 2018 for the finals of the Pro League Season 8 in Rio de Janeiro, Brazil along with an online display campaign. Paypal is taking its first steps into the esports world, with a homage to everyone involved in the Pro League, from the players, both pro and amateur, to the commenters, players and to the fans. A prerequisite, according to Biborg, to win over the hearts of the most demanding players with brands who hope to associate themselves within the industry.
The film follows “Level Up”, a 2016 spot, which shows four French video game entrepreneurs (DominGo, ZeratoR, YellOwStaR et Khao), living out their passion, developed by PayPal and Biborg. With the new release, PayPal hopes to position itself long term in the gaming and esports sector.
The Paypal brand has always been connected to the video game and esports community, but needed to position itself more in emotional territory and to better communicate the benefits it can bring to gamers. We think a partnership with Ubisoft and Rainbow Six will help develop brand attachment and understanding of its service. Our mission is to help PayPal present itself in a sincere, authentic and caring way to the gaming community, by showing the brand’s progressive values.
The film’s objective is to celebrate the members of the Rainbox Six Siege family and to convey the idea that PayPal understands and respects the players, their passions and the values they uphold.
The campaign will continue with further operations throughout the year, to coincide with the 6 Pro League 2019 events.
Find out more on Esports Insider (EN), The Esports Observer (EN), Gaming Cypher (EN), Talkesport (EN), Maxoe (FR), Millenium (FR), Le Mag Jeux High-Tech (FR), Spirit Gamer (FR), ESix (FR), iGizmo (IT), Terra (PT), Mais E-Sports (PT).