New specialist agency headed up by games industry veteran and former professional footballer Neil Meredith
Latest initiative sees Everton FC’s Gerard Deulofeu and England/Arsenal Women’s Kelly Smith MBE appointed brand ambassadors for Blizzard’s number one hit Overwatch
A games industry veteran has returned to the business with a new initiative – matching high profile football players with publishers to create innovative marketing campaigns.
The erstwhile former MD of Dance UK publisher Big Ben Interactive, Neil Meredith is also a former professional footballer, having played for Shewsbury Town FC in the late ‘80s.
His venture, The Integrity Club, has seen him combine his experience in both games and football to create a specialist agency that provides advice and practical assistance to games publishers and brands looking to maximize the significant opportunities presented by appointing footballer ambassadors.
Having worked with Activision on its Call of Duty ambassador programme for the past 12 months, The Integrity Club has now notched up another big win, due to its acclaimed work with Blizzard on the launch campaign for number one hit Overwatch.
The Integrity Club was briefed by Blizzard to create a live competition, pitching a team of entertainers (comedian Rufus Hound and TV presenter Jamal Edwards MBE) against a team of footballers – tying in with Overwatch’s theme of ‘teamwork’.
The Integrity Club’s role was to find the right football talent, oversee the beta training and help promote the game via social media. Everton FC’s Gerard Deulofeu and England and Arsenal Women’s Kelly Smith MBE were recruited, with Everton’s media team backing the initiative, the challenge broadcast live and an online competition organised for Everton FC fans.
The campaign resulted in over five million views via social media, and Blizzard subsequently appointing The Integrity Club to seed 100 copies of the game to other high profile footballer celebrities.
The Integrity Club has also worked successfully with Activision on Call of Duty, with its footballers promoting the game.
“We’re incredibly proud of the work we carried out for Blizzard on Overwatch, particularly with the game going to number one,” said Meredith. “Games companies have long worked with football personalities to help promote their brands, but we believe that The Integrity Club offers something different – a specialist agency that understands the requirements of both publishers and football talent.
“Generally we feel footballers are under used within the market. Some of the research we’ve carried out recently has revealed a staggering crossover in the demographics of gamers and football fans, with over 80 per cent of consumers asked placing games and football within their top five hobbies.
“We believe that games companies can reap significant rewards from working with football talent and look forward to working with more of our former colleagues in the industry.”
To find out more about The Integrity Club and to view the Overwatch challenge starring Gerard Deulofeu, Kelly Smith MBE, Rufus Hound and Jamal Edwards MBE, visit https://www.youtube.com/watch?v=ZEi4L4AFmqg
For more information contact:-
Neil Meredith – The Integrity Club
Tel: 07885 295194
Stuart O’Brien – Mimram Media
Tel: 07732 114067
Notes to Editors
About The Integrity Club
The Integrity Club is a sports and entertainment marketing agency specialising in responsible social media matching sports talent with corporate brands. The Integrity Club counts some of the Premier League’s brightest stars within its client portfolio, including Arsenal FC’s Hector Bellerin, Everton FC’s Gerard Deulofeu, Wales’ Dave Edwards and Victor Anichebe of West Bromwich Albion. For more information, visit www.integrityclub.co.uk.