Since its first appearance at The Game Awards last year, Schick Hydro has been working to connect its non-endemic brand with the gaming audience. Now, Schick is ready to take on the awards show circuit yet again, this time as the official sponsor for the Best Debut Indie Game award, one of over a dozen different categories fans can vote on.
By aligning with the growing indie development scene, the brand aims to connect with the spirit of innovation in the gaming space.
The “passion for innovation” is the crux of Schick Hydro’s partnership with this year’s The Game Awards, Anastasia Tobias, Schick Hydro senior brand manager at Edgewell Personal Care, told AListDaily.
“Innovation is about challenging the status quo to create something that enhances people’s lives,” said Tobias.
Tobias described Schick Hydro as a challenger brand that’s continually evolving, and that’s why it has chosen to spotlight indie games and developers at The Game Awards this year. She said that as a brand that invests in innovation, it’s important for Schick Hydro to support other innovators, too.
As part of the sponsorship, Schick Hydro recently hosted its first 48-hour indie game jam in partnership with Playcrafting. Twenty developers worked to create games inspired by Schick Hydro’s “protect and defend” message, referring to the signature gel strip found on its razor products. Game jam creations will be shown alongside Best Debut Indie Game nominees at the Schick Hydro sponsored arcade experience at the Microsoft Theater when The Game Awards premieres on Dec. 7. Additionally, Schick will be giving away game keys for Best Debut Indie Game nominee titles that include Cuphead, Mr. Shifty, Slime Rancher and more.
Tobias said that, as a non-endemic sponsor, it’s important to support developers and gamers that use entertainment to enhance the lives of others through “experiences that cultivate their creativity, encourage their individuality and passion and enable them to continue sharing their craft.”
The Game Awards partnership further proves that non-endemic brands don’t necessarily have to turn to esports to get into the gaming scene. The grooming brand developed a shaving-themed video game that was featured at New York Comic Con in October while the Schick Hydrobot posed for pictures and professional groomsters gave attendees shaves.
“Schick Hydro is committed to creating unique opportunities to celebrate the shared passion we have with the gaming community—to create and make people’s lives better,” said Tobias. “This community is rooted in diverse self-expression, motivated by a desire to create their own story.”
And we’re wrapped! Thanks to all the incredible developers that made our Indie Arcade Game Jam one for the books! On December 8, their games will be available for download on itch.io! Next stop L.A. #Gameawards pic.twitter.com/GVpxw7S9KO
— Schick Hydro (@SchickHydro) November 20, 2017