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Nivea and PLG relaunch female gaming community

Skin care brand, Nivea, has appointed Power League Gaming (PLG) as their gaming agency to re-launch the Middle East’s largest community of female gamers, Girls Got Game (GGG) on social media channels. Girls Got Game is an exclusive and safe space for female gamers to engage with each other and collaborate with renowned names in the industry.

Nivea aimed to launch a dedicated platform for female gamers to not only share their talents and stories, but also empower them to overcome the societal challenges they face. One such gamer is Meshael Mr, a YouTube content creator who is the brand ambassador for Nivea GGG and hosts the weekly GGG show.

The GGG platform includes weekly streams and exclusive tournaments with great prizes up for grabs and skincare tips for women. The campaign had an overall 95 per cent positive sentiment from the target audience. The pilot episode in 2021 reached 15M females in KSA and UAE, ad reach and engagement rates doubled in comparison to other Nivea benchmarks on social platforms.

Sagun Verma – marketing director MENA of Nivea, said: “We love to see that Nivea products are widely used and touch consumer lives daily across the Middle East & North Africa region. Our brand values of Care & Trust are reflected in our products, our organisation, and also across the activations in our markets. Empowering women is one such key focus for the brand, specifically empowering female gamers in the region. They are a growing community and with our digital platform, Girls Got Game, we aim to support them when they face challenges such as cyberbullying. Nivea believes in creating awareness around these challenges, and in doing so we want to support female gamers to pursue their hobbies and careers without limitations.”

Matthew Pickering, CEO of Power League Gaming, added: “Power League Gaming consistently makes significant investments in exploring new platforms, activations and campaigns that connect brands with Arabic gaming audiences. The female gaming segment is seeing sustained growth throughout the region and presents brands with unparalleled engagement opportunities. Nivea’s strategy over the coming year to build relationships and drive value to this segment is both ambitious and exciting in equal measures. Nivea has been a valued partner since we started planning their gaming activation in July this year and we’re delighted to have launched ‘Nivea Girls Got Game’ with them. We are proud to unite female gamers in the MENA region and offer them a unified platform to grow and support their gaming and eSports ambitions.”