Mentioned in this article
- URSAPHARM Arzneimittel’s HYLO eye care brand has been announced as SK Gaming’s latest sponsor addition.
- SK Gaming players will use HYLO FRESH eye drops during competition, as well as activate and create content with HYLO.
- HYLO brand manager Thomas Backes told The Esports Observer that the company’s decision to link esports with eye care products “is a no-brainer.”
German organization SK Gaming has announced a partnership with HYLO, the eye care brand of medicine and health products company URSAPHARM Arzneimittel.
HYLO is targeting its HYLO FRESH eye drops towards gamers, including with a website that advertises the brand as being “For Gamers’ Eyes” and details potential gaming-related situations that might call for eye drops.
SK Gaming players will utilize HYLO products as needed in competition, as well as collaborate with HYLO on activations and content creation. HYLO itself will activate onsite at the gamescom gaming convention in Cologne, Germany, this Saturday.
According to Brand Manager Thomas Backes, HYLO’s decision to enter esports “was made early and easily,” he told The Esports Observer. “To us, bringing together electronic sports and eye care is a no-brainer.
“Esports is among the best ways to create awareness for the symptoms of dry eyes as early as possible in younger target groups,” he added. “Especially in the field of competitive gaming, eye strain is a relevant topic for young esports stars due to long training sessions, frequent tournaments, and traveling. These top players can become the role models for millions of hobby gamers at home.”
HYLO had previously had its brand featured in the EA Sports games FIFA 18 and FIFA 19 via virtual ad banners, thanks to the brand’s existing partnership with soccer club FC Bayern Munich. For its first big step into esports, HYLO wanted to focus on the DACH region, as well as expand beyond FIFA without activating around violent games.
Backes also pointed to the ability to join notable SK Gaming partners such as Deutsche Telekom and Mercedes-Benz, and highlighted the organization’s focus on education and social concerns.
“SK has a very interesting social responsibility approach, including education for parents and children about esports as well as promoting responsible gaming,” he said, “which fits very well to our main concern of motivating young people towards proactive eye care.”
