Unilever spending “much more” of its €7.5bn advertising budget on video games


Unilever is increasingly turning to video games to advertise its products as it seeks to reach out to younger audiences.

Unilever, which was the second biggest advertiser in the UK last year after the UK Government, now spends almost half of its advertising budget on digital channels, according to Reuters.

It comes as shoppers of all ages, but especially younger audiences, turned to video games and streaming services and away from physical shopping trips to keep themselves entertained during the pandemic, driving global ecommerce sales up 25.7 per cent.

The consumer goods giant, which owns brands including Ben & Jerry’s, Impulse, Knorr, Helmann’s, Dove and Pot Noodle, says it is now “rethinking” how its spends its huge advertising budget.

READ MORE: Top 5 retailers who created their own video games

Its executive vice president of global media Luis Di Como told Reuters, that some 45 per cent of its total €7.5 billion media budget is now spent on digital marketing, up from 40 per cent prior to the pandemic.

Unilever also now reportedly hosts monthly gaming master classes in which professional video game players update the company on the latest trends in the sector so they can stay informed.

While the company failed to give a breakdown of exactly how much it spends on different platforms, Di Como said “much more” of the budget was now being spent on gaming and streaming, alongside advertising with ecommerce retailers.

In the UK and China, Unilever brands have already sponsored a number of leading esports players and leagues, and last year it launched a tie-up with the wildly popular Nintendo Switch title Animal Crossing: New Horizons.

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