# Branded Gaming Index: all 184 case studies > The Branded Gaming Index (brandedgamingindex.com) is a curated, searchable database of 184 branded gaming case studies from 145 brands, 2018 to 2026: how brands enter video games, esports and play culture instead of advertising around them. Each entry documents the brand, the campaign, the game or platform, the year, the region and a short analysis, with links to sources. It is curated by Jonathan Colmenares Mendez (Founder & Principal, Office of Applied Imagination) and published by The New Playgrounds. Last updated October 2026. Most recent first. ## One Voice: Le Mémorial - URL: https://brandedgamingindex.com/entry/one-voice-memorial/ - ID: BGI-184 - Type: Gaming for Good - Platform: Console / PC - Game: Minecraft - Brand category: NGO & non-profit - Year: 2026 - Region: France More than two million animals a year are used in laboratory testing in France, mostly out of sight. One Voice, the French animal-rights association, built them a memorial in Minecraft. Launched 10 July 2026 with We Are Social, Le Mémorial is a walkable world of themed paths, one each for rodents, fish, birds, domestic mammals and primates, lined with monuments and guided by NPCs who tell the stories of individual animals: Charlie the beagle, Tiko the lemur. At the centre, a counter updates daily with the number of animals in experiments. The choice of Minecraft is the point: a game about building, used to make something permanent for lives that were treated as disposable, and to reach an audience that will never read a report on alternative testing methods. Sources: https://le-memorial-des-animaux-de-labo.fr/ ## IKEA: YXSTABY - URL: https://brandedgamingindex.com/entry/ikea-xbox-yxstaby/ - ID: BGI-183 - Type: Brand Activation - Platform: Physical / IRL - Game: Xbox (controller as design source) - Brand category: Retail & home - Year: 2026 - Region: Global IKEA's second gaming move of the autumn, and the more conventional one: YXSTABY is a nine-piece furniture collection co-developed with Xbox, in stores worldwide from 1 October 2026. A gaming lounge chair, a monitor stand, a TV stand and side table on castors, a laptop support, a mirrored display box for collectibles, and two pieces that carry the idea: a stool shaped like a controller thumbstick, built from the Xbox Wireless Controller's own 3D files down to the grip texture, and a D-pad that becomes a cushion and a steel platter. The framing from both sides is that gaming is a household activity that deserves designed-for furniture rather than a black gaming chair in a corner. Where KALLAX Storageborn put the brand inside the game, this puts the game's object language inside the home. Sources: https://news.xbox.com/en-us/2026/10/01/ikea-xbox-gaming-collection-yxstaby/ ## IKEA: KALLAX Storageborn - URL: https://brandedgamingindex.com/entry/ikea-storageborn/ - ID: BGI-182 - Type: Brand Integration - Platform: Console / PC - Game: The Elder Scrolls V: Skyrim - Brand category: Retail & home - Year: 2026 - Region: UK / Ireland Skyrim players have complained about inventory limits for fifteen years. IKEA answered with a shelf. KALLAX Storageborn is a free official Creation for The Elder Scrolls V: Skyrim in which the flatpack unit becomes a companion character, voiced by Matt Berry with full booming gravitas, summoned by a Dragon Shout and offering unlimited storage, automatic loot collection and a tidier home. Made by Mother with modder Kinggath Creations and released through Bethesda's own Creations menu on 9 September 2026, it is the rare brand mod built by people who clearly play the game: the joke lands because the pain point is real, and the product does exactly what it does in real life, only in Whiterun. IKEA's framing is 'Democratic Design' extended into the digital world; players' framing is that the shelf has better lines than most NPCs. Sources: https://creations.bethesda.net/en/skyrim/details/bb2fbdf4-239e-4945-b69a-a5560fcf5b86/KALLAX_STORAGEBORN ## Cash App: Cash Apples - URL: https://brandedgamingindex.com/entry/cash-app-apples/ - ID: BGI-181 - Type: Advergame - Platform: Web / Browser - Game: Cash Apples (custom) - Brand category: Insurance & finance - Year: 2026 - Region: US Cash App put $500,000 on trees. Cash Apples is a browser game in which players shake a virtual tree once a day hoping a golden apple falls; each one is real money, paid straight into the player's Cash App balance, capped at $200 a day and $1,000 per person over the run. It went live on 9 March 2026 and ran for a week, with a sign-up gate and an opt-in for players under 18. The mechanic is deliberately thin: a single click, a daily return, a small chance of a payout. That is a loyalty programme wearing a game's clothes, and the honesty of it is the appeal; the prize is the product, and the product is the prize. Sources: https://cashapples.com/ ## Zillow: Zillow for Warcraft - URL: https://brandedgamingindex.com/entry/zillow-warcraft/ - ID: BGI-075 - Type: Brand Activation - Platform: Web / Browser - Game: World of Warcraft - Brand category: Real estate - Year: 2026 - Region: US Zillow partnered with Blizzard Entertainment to launch Zillow for Warcraft, to coincide with the debut of player housing in World of Warcraft. The centerpiece is a microsite where anyone can browse in-game homes from Azeroth, showcased with Zillow's familiar tools including 3D tours and a mock market report — all purely fantasy, with no transactions or Zestimates. WoW players had been requesting a housing system for nearly two decades. The campaign positions Zillow as a brand that shows up wherever people dream about home… including in their favorite games. Sources: https://zillowforwarcraft.com/index.html ## Sapeurs-Pompiers de France: FireCatchers - URL: https://brandedgamingindex.com/entry/firefighters-firecatchers/ - ID: BGI-180 - Type: Gaming for Good - Platform: Streaming / Twitch - Game: Twitch - Brand category: Public sector - Year: 2025 - Region: France The French fire service turned Twitch's dead air into a surveillance network. Every streamer's 'Starting soon' screen is minutes of viewers waiting with nothing to look at; Havas Play France replaced it with live feeds from forest-watch cameras and asked chat to type the camera number if they saw smoke. 646 streamers took part, putting roughly 600,000 followers on watch for 2,190 hours; five fires were reported early and about 1,700 hectares of forest protected. It is a rare case of gaming culture's attention being redirected rather than borrowed: no sponsorship, no branded skin, just a civic use for a behaviour streamers and viewers already have. Expansion to Spain and Italy is planned. Sources: https://havasmedianetwork.com/case-study/from-stream-to-safeguard-turning-twitch-communities-into-real-time-fire-watchers/ ## Delta Air Lines: Sky Hopper - URL: https://brandedgamingindex.com/entry/delta-sky-hopper/ - ID: BGI-163 - Type: Advergame - Platform: Mobile - Game: Sky Hopper (custom) - Brand category: Travel & tourism - Year: 2025 - Region: US Delta is bringing a retro twist to the in-flight experience with Sky Hopper – a new game rolling out now for SkyMiles® Members exclusively through Delta Sync Wi-Fi on their mobile devices. Designed with a nostalgic, 8-bit feel, Sky Hopper lets SkyMiles Members enjoy gameplay inflight while competing for the chance to win $400 Delta Gift Cards every month until April 24, 2025. Sources: https://news.delta.com/get-your-game-deltas-retro-style-sky-hopper-game-takes-flight ## McDonald's: Side Missions - URL: https://brandedgamingindex.com/entry/mcdonalds-side-missions/ - ID: BGI-161 - Type: Advergame - Platform: Mobile - Game: Side Missions (in-app) - Brand category: QSR & restaurants - Year: 2025 - Region: UK McDonald's is turning spontaneous snack runs into playful quests with its new Side Missions campaign. Using the MyMcDonald's app, customers are encouraged to complete side missions – such as eating a meal in extreme conditions or ordering a LEET menu combination that totals exactly £13.37. Sources: https://www.mcdonalds.com/gb/en-gb/newsroom/article/side-mission.html ## Kao: Silent Cleaning - URL: https://brandedgamingindex.com/entry/kao-silent-cleaning/ - ID: BGI-159 - Type: Advergame - Platform: Console / PC - Game: Silent Cleaning (custom) - Brand category: CPG (home care) - Year: 2025 - Region: Japan Faced with a difficult challenges, reaching younger audiences to care about cleaning product, Japanese home care giant Kao went somewhere no detergent brand had gone: a full 3D exploration-style horror game. Silent Cleaning turns familiar household chores into immersive horror gameplay, faithfully recreating the real-world feel and sounds of actual Kao products as core mechanics. It was released free on Steam with streaming permitted without permission, deliberately engineered for organic reach among game-streaming communities. Sources: https://whatever.co/work/silent-cleaning/ ## McDonald's: McDonald's x Street Fighter - URL: https://brandedgamingindex.com/entry/mcdonalds-street-fighter/ - ID: BGI-077 - Type: Brand Activation - Platform: Physical / IRL - Game: Street Fighter - Brand category: QSR & restaurants - Year: 2025 - Region: Japan McDonald's Japan has launched its 'Street Burgers' campaign, featuring three burgers inspired by Ryu, Ken and Chun-Li – 3 of the most iconic character of the gaming franchise. It features a burnt garlic-mayo egg teriyaki for Ryu, a sweet-and-sour chicken for Chun-Li, and a triple cheeseburger for Ken. The promo is backed by pixel-art ads that mimic the 16-bit era of the game, and is only available in Japan for a limited time. Sources: https://www.videogameschronicle.com/news/mcdonalds-japan-is-selling-street-fighter-themed-burgers/?utm_source=chatgpt.com https://www.youtube.com/watch?v=1HEBzamhDjk ## Oreo: Oreo x Minecraft - URL: https://brandedgamingindex.com/entry/oreo-minecraft/ - ID: BGI-076 - Type: Brand Activation - Platform: Mobile (AR) - Game: Minecraft (A Minecraft Movie) - Brand category: CPG (food & confectionery) - Year: 2025 OREO changed its recipe. But convincing people to try new things isn't easy. So Oreo had to come up with something unmissable to get them to taste the cookies for themselves. Collaborating with Minecraft for the launch of 'A MINECRAFT MOVIE', they turned their iconic round cookies into squared ones! To unlock an AR gaming experience where they could get exclusive Minecraft items, they had to bite an OREO into a square, tasting it for the first time, and scan it with their phone. Sources: https://oreosquarecookie.com/ ## La Poste: La Poste x Tetris - URL: https://brandedgamingindex.com/entry/la-poste-tetris/ - ID: BGI-073 - Type: Brand Activation - Platform: Physical / IRL - Game: Tetris - Brand category: Logistics & services - Year: 2025 - Region: France France's national postal service turned a video game into an operational philosophy, then made the partnership official. Over the past decade, La Poste Groupe quietly adopted a Tetris-inspired approach to parcel loading, stacking packages to eliminate empty space inside delivery trucks, and the results read like a high score: capacity per truck tripled from 1,500 to 4,500 parcels, meaning fewer vehicles on the road, less fuel burned, and more than 15,000 tons of CO2 emissions avoided each year, no small feat against 490 million parcels delivered in France in 2024. The clever inversion is that this isn't a brand showing up inside a game; it's a game's core logic showing up inside a brand's real-world operations. Sources: https://www.lapostegroupe.com/en/news/la-poste-to-switch-to-tetris-mode ## Skittles: The Flute Controller - URL: https://brandedgamingindex.com/entry/skittles-flute/ - ID: BGI-072 - Type: Brand Activation - Platform: Physical / IRL - Brand category: CPG (food & confectionery) - Year: 2025 - Region: US Skittles tapped into challenge gaming, the corner of the community where players intentionally make games harder by inventing absurd rules or controllers, and built one of the least practical input devices imaginable: a symphony-quality classical flute custom-modified with gaming inputs. Different notes, breath intensity, and finger placements trigger in-game actions, meaning a player has to genuinely learn to play the instrument just to progress. The flute choice is a deliberate nod to gaming history and its instantly recognizable melodies, while remaining gloriously impractical, a refined concert instrument reimagined as an unpredictable, breath-powered controller. Sources: https://musebyclios.com/gaming/skittles-made-a-gaming-controller-thats-also-a-classical-flute/ ## The General: Road Test Royale - URL: https://brandedgamingindex.com/entry/the-general-road-test/ - ID: BGI-051 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite (UEFN) - Brand category: Insurance & finance - Year: 2025 - Region: US The General Insurance made its first move into gaming with Road Test Royale, a custom Fortnite map built on a sharp brand-product fit: turning the dreaded driving test into an obstacle-course battle royale. Players race through road-test-inspired courses across three real-world city maps (Miami, New York, San Francisco), earning in-map currency not just for speed but for staying on track, avoiding obstacles, and keeping control under pressure. It's a smart category play: an insurance brand reframing safe-driving education as something fun, social, and low-pressure, reaching a young audience exactly where they hang out. Sources: https://www.thegeneral.com/going-places/blog/newsroom/fortnite-road-test-royale/ ## Brahma: R2R - URL: https://brandedgamingindex.com/entry/brahma-r2r/ - ID: BGI-002 - Type: Brand Integration - Platform: Console / PC - Game: EA Sports FC 25 - Brand category: Beverages (alcohol) - Year: 2025 - Region: Brazil The 'R2R' campaign by Brahma beer bridges the gap between classic football history and modern gaming by resurrecting Ronaldo Fenômeno's iconic 'Number One' finger-wagging celebration from 1998 that was part of a Brahma campaign from 20 years ago. By mapping the signature move to a simple controller combination—holding R2 and flicking the right analog stick to the right (R2R) — players could recreate this legendary moment using Ronaldo's digital avatar in EA Sports FC 25. Sources: https://youtu.be/ayOgEZRVhkg?si=3Yn1E-FIeHWfODh2 ## Chili's: Big Smasher BurgerTime - URL: https://brandedgamingindex.com/entry/chilis-burgertime/ - ID: BGI-167 - Type: Advergame - Platform: Web / Browser - Game: BurgerTime (licensed remake) - Brand category: QSR & restaurants - Year: 2024 - Region: US Chili's® Grill & Bar is introducing a refreshed version of the cult-classic BurgerTime© arcade game: Chili's Big Smasher BurgerTime, giving fans the chance to tackle fast-food villains and win free burgers for LIFE. In the restaurant brand's first video game, art imitates life as players are challenged to save humanity from the overpriced fast-food burger. Fans play as Joe ChiliHead, with the goal to build as many Big Smasher Burgers as they can while fending off fast-food villains and advancing through six levels for mouthwatering prizes. Sources: https://chilisburgertime.com/ ## National Library Board Singapore: Playbrary - URL: https://brandedgamingindex.com/entry/nlb-playbrary/ - ID: BGI-165 - Type: Advergame - Platform: Web / Browser - Game: Playbrary (custom / AI) - Brand category: Education & culture - Year: 2024 - Region: Singapore In an era where technology and AI are often viewed as threats to reading, the National Library Board, Singapore has taken a bold step forward. Meet Playbrary, an AI that turns any classic book into an adventure game. Now, gamers and readers can meet in classics like Frankenstein and The Adventures of Sherlock Holmes. Reading is back in the game! Sources: https://playbrary.ai/ ## Jack in the Box: DealQuest, revenge of the munchies - URL: https://brandedgamingindex.com/entry/jack-in-the-box-dealquest/ - ID: BGI-160 - Type: Advergame - Platform: Mobile - Game: DealQuest (in-app) - Brand category: QSR & restaurants - Year: 2024 - Region: US Jack in the Box has launched a new retro-arcade-style in-app game called 'DealQuest', reviving its mascot Jack Box for Halloween in true '80s 8-bit fashion. Players unlock codes for limited-time Monster Munchie Meals through gamified play, bridging nostalgia and brand interaction. The campaign targets late-night 'unruly' revelers and leans on AI-enhanced graphics to modernize classic gameplay while driving purchase via engagement. Sources: https://investors.jackinthebox.com/news/news-details/2025/Jack-in-the-Box-Unleashes-DealQuest-Revenge-of-the-Munchies/default.aspx ## Sea Shepherd: The Final Boss - URL: https://brandedgamingindex.com/entry/sea-shepherd-final-boss/ - ID: BGI-134 - Type: Gaming for Good - Platform: Console / PC - Game: Dave the Diver (parody DLC) - Brand category: NGO & non-profit - Year: 2024 - Region: Global Marine conservation NGO Sea Shepherd has launched a campaign highlighting the dangers of overfishing, by releasing a new parody DLC for the popular Dave The Diver video game. Released in 2022 by Mintrocket, the game sees millions of players killing in-game fish every day in order to serve them at their virtual sushi restaurants, but with this latest addition to the game, players will be shown the true consequences of overfishing – even in the digital world. Sources: https://www.thefinalboss.fr/englishversion-thefinalboss ## Movistar: This Is Not A Game - URL: https://brandedgamingindex.com/entry/movistar-not-a-game/ - ID: BGI-133 - Type: Gaming for Good - Platform: Film / content - Game: N/A (GTA-style film) - Brand category: Telecom - Year: 2024 - Region: Latin America Movistar, aiming to highlight the dangers of online gaming environments, particularly the risk of minors being recruited by organized crime through mobile games. The campaign centers around a short film that narrates the story of a young gamer lured by drug traffickers through promises of in-game rewards and a new smartphone. The film adopts a visual style reminiscent of popular games like Grand Theft Auto, incorporating elements such as third-person perspectives and NPC-like character movements. Sources: https://youtu.be/qKqi8uMMr6c?si=qQYX19iZMIfQHQtc ## Talita: Mission Talita - URL: https://brandedgamingindex.com/entry/talita-mission/ - ID: BGI-132 - Type: Gaming for Good - Platform: Console / PC - Game: GTA V (mod) - Brand category: NGO & non-profit - Year: 2024 - Region: Sweden Swedish NGO Talita transforms how prostitution is portrayed in GTA5. Infusing the game with real survivor stories and new action-filled missions, the initiative aims to shift young players' perspectives on sex trafficking. Talita has created a new mod for GTA V that reverses the narrative through a new mission named Mission Talita. Unlike GTA's typical representation of victims of prostitution, players in Mission Talita get to know each woman's backstory before being sent on a mission to help her. Sources: https://missiontalita.com/ ## Liquid Death: Call of Duty P.E.T.U - URL: https://brandedgamingindex.com/entry/liquid-death-petu/ - ID: BGI-082 - Type: Brand Activation - Platform: Physical / IRL - Game: Call of Duty (Zombies) - Brand category: Beverages - Year: 2024 - Region: US Liquid Death, your favorite water brand is collaborating with one of the biggest game franchise of all time, Call of Duty. Zombie is one of the most popular mode of the franchise, a mode where they get eliminated by the hundreds and Liquid Death has decided they deserve better. So they launched P.E.T.U, the People for the Ethical Treatment of the Undead, and the PSA film to go along with it. Sources: https://liquiddeath.com/pages/petu ## eJobs: Score2Skill - URL: https://brandedgamingindex.com/entry/ejobs-score2skill/ - ID: BGI-081 - Type: Brand Activation - Platform: Web / Browser - Game: Multiple - Brand category: Recruitment & HR - Year: 2024 - Region: Romania The job website, eJobs, created 'Score2Skill', a tool that analyzes players' behavior and performance in popular video games and converts them into real-world job skills and personality insights. Using data from strategy, shooters, and sports games, the algorithm maps in-game actions to workplace-relevant competencies, showing how time spent gaming can reveal strengths, career paths, and transferable abilities, challenging the idea that gaming is 'just play' and proving it can help guide future careers. Sources: https://lbbonline.com/news/innovative-project-from-ejobsro-translates-video-game-skills-into-job-skills ## Heineken: The Gaming Fridge - URL: https://brandedgamingindex.com/entry/heineken-gaming-fridge/ - ID: BGI-080 - Type: Brand Activation - Platform: Physical / IRL - Brand category: Beverages (alcohol) - Year: 2024 - Region: Brazil As an expansion of their global campaign 'Not All Nights Out are Out' aiming to enhance social moments within gaming communities, Heineken Brazil, introduced 'TH3 G4M1NG FR1DG3'. They built a hybrid device that combines a beer fridge with a high-performance gaming PC. The 'gaming fridge' included a custom cooling mechanism ensuring that beer remains at approximately 2°C during PC operation. Sources: https://www.le.pub/?campagna=the-gaming-fridge ## Banco del Pacífico: Gamer Loan - URL: https://brandedgamingindex.com/entry/banco-pacifico-gamer-loan/ - ID: BGI-079 - Type: Brand Activation - Platform: Physical / IRL - Brand category: Insurance & finance - Year: 2024 - Region: Ecuador Young Ecuadorians, like many young people around the world, often face challenges accessing traditional bank loans due to a lack of conventional collateral (eg. real estate). To bridge that inclusion gap, Banco del Pacífico launched the 'GAMER LOAN' initiative, allowing young Ecuadorians to use their gaming accounts and valuable digital assets as collateral for loans. Sources: https://gamerloan.com/#home ## Vaseline: Screen Block - URL: https://brandedgamingindex.com/entry/vaseline-screen-block/ - ID: BGI-078 - Type: Brand Activation - Platform: Fortnite / UEFN - Game: Fortnite (Go Goated) - Brand category: CPG (health & personal care) - Year: 2024 Vaseline has launched the 'Screen Block' campaign to raise awareness about the effects of blue light on skin health. Vaseline integrated its Screen Block product into a Fortnite UEFN map, Go Goated. This initiative aims to educate the gaming community about the potential skin damage caused by prolonged exposure to blue light, which can penetrate the skin more deeply than UV rays. Sources: https://youtu.be/g5TwBDJN3l4?si=z-VMzL3a8F0QCgW2 ## IKEA: DRÖNJÖNS & DRAGAN - URL: https://brandedgamingindex.com/entry/ikea-dronjons/ - ID: BGI-074 - Type: Brand Activation - Platform: Physical / IRL - Game: Tabletop RPG - Brand category: Retail & home - Year: 2024 - Region: Italy IKEA Italy made its first appearance at Milan Games Week & Cartoomics by leaning into a quirk from role-players; raiding old IKEA catalogues, flipping to a random page to find unpronounceable Swedish product names that double perfectly as fantasy heroes, valleys, and arcane spells. NISSAFORS becomes a cunning goblin, DUKTIG a blade no one dares wield for fear of mispronouncing it. To make the habit official, Ikea produced 'DRÖNJÖNS & DRAGAN – The Swedish Manual of Names That Sound Good,' a spellbook compiled from a decade of catalogue pages, kept strictly in Swedish so every name can christen a character and every product description can be uttered like an incantation, complete with a cover by acclaimed comic artist Gipi. Sources: https://www.ogilvy.com/work/dronjons-dragan ## Ralph Lauren: Race To Greatness - URL: https://brandedgamingindex.com/entry/ralph-lauren-race/ - ID: BGI-055 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite (UEFN) - Brand category: Fashion & luxury - Year: 2024 - Region: Global The 'Race to Greatness' experience introduces a digital landscape called Polo Pony Island. This unique terrain is Ralph Lauren's first-ever digital landscape designed exclusively for Fortnite. It comprises three distinctive topographies, all inspired by Ralph Lauren's personal spaces, previous collections, runway shows, and home collection. Players gets to race against each other with a variety of vehicles and starting from a Garage inspired by Ralph Lauren's personal garage. Sources: https://youtu.be/UZzLz1p25Dw?si=eODkAGfNOs-yz0ON ## Liquid Death: Murder Mountain - URL: https://brandedgamingindex.com/entry/liquid-death-murder-mountain/ - ID: BGI-054 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite (UEFN) - Brand category: Beverages - Year: 2024 - Region: US In an another play from the brand who hate advertising and would rather create entertaining experiences, Liquid Death has now launched its own Fortnite map. Murder Mountain is a 'bucolic but deranged island where Murder Man lives' according to Liquid Death's head of creative. The game begins because Murder Man has been called away to jury duty, so you have to fill in for him and murder people's thirst using Liquid Death. Sources: https://liquiddeath.com/en-mx/pages/murdermountain ## IKEA: The Co-Worker Game - URL: https://brandedgamingindex.com/entry/ikea-coworker/ - ID: BGI-052 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Retail & home - Year: 2024 - Region: UK / Ireland The Co-Worker Game' allows players to experience working in IKEA's virtual universe. Fans will be able to live their home furnishing dreams and get paid for it, with a limited number of paid roles available. The opening of IKEA on Roblox follows a recruitment campaign launched on 3rd June, which offered people the opportunity to apply for one of 10 paid roles in the virtual store. The open call to become a virtual IKEA co-worker amassed over 178,000 applications over the two-week application window. Sources: https://thecoworker.co.uk/ ## Dune: The Movie: Dune Expansion Pack - URL: https://brandedgamingindex.com/entry/dune-flight-sim/ - ID: BGI-009 - Type: Brand Integration - Platform: Console / PC - Game: Microsoft Flight Simulator 2024 - Brand category: Entertainment IP (film & TV) - Year: 2024 - Region: Global The sci-fi world of Dune is coming to Microsoft Flight Simulator with the 2024 iteration of the famed flight sim, just in time for the premiere of Dune: Part Two. An early trailer showed that players will be able to take to the skies of Dune's titular desert planet, Arrakis, in one of the franchise's iconic ornithopter vehicles. It looks like players will be able to scout spice mining operations, and wherever there is spice, there are also bout to be the massive sand worms we've seen in Dune: Part One. Sources: https://www.youtube.com/watch?v=ngrDcpL94nM ## Trolli: Sour Crawler Squad - URL: https://brandedgamingindex.com/entry/trolli-crawlers/ - ID: BGI-006 - Type: Brand Integration - Platform: Console / PC - Game: PUBG: Battlegrounds - Brand category: CPG (food & confectionery) - Year: 2024 - Region: US This is not the first foray into gaming for the Sour gummy worms candy brand (see esport section in this document). This time Trolli is partnering with PUBG to launch 4 new neon-colored gummy-patterned in-game skins you can unlock when buying their products with each skin attached to one variety of Trolli. While not the first brand to create cosmetics, Trolli's example is refreshing for its 'unserious' approach to it in line with the brand's personality and with gamers' taste for the WTF. Sources: https://pubg.com/en-na/news/6673 ## Charli XCX: Dress to Impress x Brat Store - URL: https://brandedgamingindex.com/entry/charli-xcx-brat/ - ID: BGI-005 - Type: Brand Integration - Platform: Roblox - Game: Dress to Impress (Roblox) - Brand category: Music & artists - Year: 2024 - Region: Global The Brat Update, named after English singer Charli XCX's 2024 album 'brat', is a 'Dress to Impress' update released in August 2024. It is an official collaboration with the pop star and the ultra popular Roblox Experience and adds brat-themed content to its store. Sources: https://www.roblox.com/games/15101393044/Dress-To-Impress ## Tesla: Summer Road Trip - URL: https://brandedgamingindex.com/entry/tesla-roadtrip/ - ID: BGI-004 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite; Rocket League - Brand category: Automotive - Year: 2024 - Region: Global The notorious electric car brand, also famous for never advertising is breaking its rule in a first brand partnership with Epic Games, the company behind Fortnite and Rocket League. As part of a 'Summer Road Trip' mission, players can unlock the cybertruck bundle across both Fortnite and Rocket League to be used as a vehicle in the aforementioned games. Sources: https://www.fortnite.com/news/unlock-the-cybertruck-in-fortnite-by-goin-on-a-summer-road-trip-with-the-squad ## Mentos: Fizzooka - URL: https://brandedgamingindex.com/entry/mentos-fizzooka/ - ID: BGI-003 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: CPG (food & confectionery) - Year: 2024 - Region: Global The internet could only take the Mentos and Cola experiment so far. So Mentos decided to supercharge it. Launching the Mentos Fizzooka, the world's first anti-build Fortnite rocket launcher. This ridiculous weapon harnesses the famously volatile Mentos and Cola reaction to blast opponents across the map and destroy builds. Instead of creating their own map, Mentos partnered with the most popular maps on Fortnite Creative with millions of players every day. They also sent IRL versions to influencers around the world, and teamed up with YouTube inventors The Hacksmith to create one capable of knocking down a brick wall. Sources: https://youtu.be/a28mrYGSi1E?si=F_n4LScEki4ResFh ## Balenciaga: Balenciaga x PUBG:Battleground - URL: https://brandedgamingindex.com/entry/balenciaga-pubg/ - ID: BGI-001 - Type: Brand Integration - Platform: Console / PC - Game: PUBG: Battlegrounds - Brand category: Fashion & luxury - Year: 2024 - Region: Global It isn't Balenciaga's first step into gaming, they've explored many ways to be a part of that conversation over the past 5 years. This time, it's a collaboration with the famed battle royale, PUBG: BATTLEGROUND with a collection of cosmetics that will also drop IRL in Balenciaga stores around the world. Sources: https://www.balenciaga.com/en-us/balenciaga-%7C--pubg-collaboration-edito ## Klorane: BotaniQuest - URL: https://brandedgamingindex.com/entry/klorane-botaniquest/ - ID: BGI-178 - Type: Creator Collabs - Platform: Streaming / Twitch - Game: Red Dead Redemption 2 - Brand category: Beauty & fragrance - Year: 2023 - Region: France Klorane is a French plant-based dermo-cosmetic brand committed to the protection of plant heritage. To open the eyes of a younger audience on the wonders of IRL plants powers, Klorane turned virtual botanical playgrounds of big open world games into playful and pedagogical tools. Open worlds games like Red Dead Redemption used here, often offers the ability to collect plants as base ingredient to craft healing potions. Klorane created its own botanical quest: #BOTANIQUEST. A two hour virtual bush walk throughout Red Dead Redemption 2 to discover both in-game and IRL plants powers with a famous Twitch streamer, Bagehra Jones. Sources: https://youtu.be/J914KP9qOdg?si=1HGCkmKIspi7d6Ci ## McDonald's: Grimace's Birthday - URL: https://brandedgamingindex.com/entry/mcdonalds-grimace/ - ID: BGI-168 - Type: Advergame - Platform: Web / Browser - Game: Grimace's Birthday (custom; also Game Boy Color) - Brand category: QSR & restaurants - Year: 2023 - Region: US McDonald's is getting into the video game business as part of a campaign that celebrates the original character Grimace's 52nd birthday. The hairy purple blob inspired a side-scrolling platformer that runs on mobile, desktop, and surfing on the nostalgia trends of 2023, on Game Boy Color in pure retro gaming fashion. The game was released for free across the aforementioned platforms. Sources: https://grimacesbirthday.com/ ## Pizza Hut: TMNT: Pizza Power (Sewer Delivery Experience) - URL: https://brandedgamingindex.com/entry/pizza-hut-tmnt/ - ID: BGI-164 - Type: Advergame - Platform: Mobile (AR) - Game: TMNT: Pizza Power (custom AR) - Brand category: QSR & restaurants - Year: 2023 - Region: US Pizza Hut and the film Teenage Mutant Ninja Turtles: Mutant Mayhem partnered for the movie launch in an integrated campaign that included an AR game component. You could deliver pizza to the Turtles for a chance to win pizza and prizes in Pizza Hut's brand-new mobile AR game, Teenage Mutant Ninja Turtles: Pizza Power. Using AR technology, the game brings the Turtles to life in the real world for the first time. As a delivery driver in the game, it's your job to find all four Turtles hiding under virtual manholes in your city, fight the mutants and ultimately deliver the pizza. Sources: https://blog.pizzahut.com/pizza-hut-tests-underground-deliveries-to-celebrate-the-upcoming-release-of-the-teenage-mutant-ninja-turtles-mutant-mayhem-movie/ ## Puissance DYS: MindCraft - URL: https://brandedgamingindex.com/entry/puissance-dys-mindcraft/ - ID: BGI-142 - Type: Gaming for Good - Platform: Console / PC - Game: Minecraft - Brand category: NGO & non-profit - Year: 2023 - Region: France French healthcare charity PUISSANCE DYS was created to help people with dyslexia through an innovative method, thinking of dyslexia not as a disability but as a super ability. Many people are not aware that they are currently dealing with dyslexia while Minecraft as a game is known to be appealing to people with dyslexia (its creator suffered from it too). To help with diagnosys, PUISSANCE DYS has created MINDCRAFT, a custom Minecraft map whose goal is to help screen for dyslexia while playing the game. Sources: https://puissancedys.com/mindcraft ## MLB: MLB The Show 23 – Storylines - URL: https://brandedgamingindex.com/entry/mlb-storylines/ - ID: BGI-141 - Type: Gaming for Good - Platform: Console / PC - Game: MLB The Show 23 - Brand category: Sports leagues & teams - Year: 2023 - Region: US MLB The Show 23 embraced this challenge by introducing 'Storylines,' which celebrates the history of the Negro Leagues. The playable mode allows gamers to step into the cleats of some of the Negro Leagues' best, like Jackie Robinson and Satchel Paige. They can also learn the stories of six unsung heroes. Sources: https://theshow.com/news/mlb-the-show-23-introduces-a-new-game-experience-storylines-the-negro-leagues-season-1/ ## Alienware (Dell): The Gaming Cap - URL: https://brandedgamingindex.com/entry/alienware-gaming-cap/ - ID: BGI-140 - Type: Gaming for Good - Platform: Physical / IRL - Game: N/A (hardware) - Brand category: Tech & hardware - Year: 2023 - Region: Global Dell Technologies, in partnership with Alienware, launched The Gaming Cap, the first-of-its-kind technology that allows deaf people to feel the gaming sounds they can't hear. By using this wearable tech, the deaf community's disability doesn't affect their ability to game anymore. The device is compatible with all gaming platforms and major gaming franchises. It opens up gaming to the more than 300MM deaf gamers globally. Sources: https://www.vmlyr.com/en-br/brazil/work/gaming-cap ## Greenpeace: Los Santos +3ºC - URL: https://brandedgamingindex.com/entry/greenpeace-los-santos/ - ID: BGI-139 - Type: Gaming for Good - Platform: Console / PC - Game: GTA V (mod) - Brand category: NGO & non-profit - Year: 2023 - Region: Global Greenpeace is trying to raise awareness about environmental issues within the popular video game Grand Theft Auto in the hopes of hitting home the urgency of the impending disaster. Los Santos, which is arguably one of the most well-known cities in the gaming world, has been altered to showcase the real-world effects that climate change could have. Gamers were able to explore the 'Los Santos +3ºC' altered map and witness the submergence of the Santa Monica pier, displacement of residents and the disappearance of the California coast. Sources: https://www.vmlyr.com/en-br/brazil/work/los-santos-3%C2%BA ## Long Covid Europe: Long Covid Mode - URL: https://brandedgamingindex.com/entry/long-covid-mode/ - ID: BGI-138 - Type: Gaming for Good - Platform: Multi-platform - Game: Minecraft; Elden Ring; The Witcher 3 - Brand category: NGO & non-profit - Year: 2023 - Region: Europe In-game characters feeling the symptoms of Long COVID while playing popular games is now a reality thanks to a campaign raising awareness of the debilitating effects the new chronic illness can bring. Long COVID Mode is a new game modification recently unveiled by the patient organisation Long COVID Europe (LCE). Feeling exertion after a short run in Elden Ring, Losing object because of memory loss in Minecraft or having your power lowered because of brain fog in Witcher 3 are some of the symptoms you can feel in game to replicate the effect of Long Covid virtually. Sources: https://longcovideurope.org/lcm/ ## Dove: Code My Crown - URL: https://brandedgamingindex.com/entry/dove-code-my-crown/ - ID: BGI-136 - Type: Gaming for Good - Platform: Multi-platform - Game: N/A (developer resource) - Brand category: CPG (health & personal care) - Year: 2023 - Region: Global Dove continues its decade long work on body inclusivity with a new take on making gaming more inclusive. Partnering with Open Source Afro Hair Library launch Code my Crown: the world's first complete and free guide for coding textured hair and protective styles in video games. Created by Black 3D artists, Code my Crown provides step-by-step instructions and 360-degree photo mapping so that any developer – anywhere – can build and better represent Black hair textures and styles in the digital world. Sources: https://www.dove.com/us/en/stories/campaigns/code-my-crown.html ## Change the Ref: The Final Exam - URL: https://brandedgamingindex.com/entry/change-the-ref-final-exam/ - ID: BGI-135 - Type: Gaming for Good - Platform: Console / PC - Game: The Final Exam (custom) - Brand category: NGO & non-profit - Year: 2023 - Region: US Change The Ref is a non-profit fighting for gun reforms in the US. It was co-founded by parents of the Parkland school shooting victim in 2018. With 70+ school shooting happening every year in the US, Change the Ref wants to shift the discussion around guns by showing the reality of school shootings. The game, titled The Final Exam, was announced on the first day of TwitchCon, as the Twitch platform is popular with gamers and game streamers. To win, players must simply survive and escape the school building. Sources: https://www.thefinalexam.us/ ## Ralph Lauren: Polo RL x G2 - URL: https://brandedgamingindex.com/entry/ralph-lauren-g2/ - ID: BGI-101 - Type: Esports Partnership - Platform: Esports - Game: G2 Esports - Brand category: Fashion & luxury - Year: 2023 - Region: Global G2 Esports has unveiled the next step in its collaboration with luxury clothing brand Ralph Lauren–and its 'first-of-its-kind' range may be one of the most impressive in the competitive gaming industry. Ralph Lauren, which has been the 'exclusive fashion outfitter' for G2 since 2021, has worked with the team to create a capsule collection that includes a wide range of unisex, casual clothing. Each piece features the newly designed G2 x Ralph Lauren crest–a surprisingly subtle variation on a recognizable Ralph Lauren signature. Sources: https://g2esports.com/blogs/news/g2-esports-and-ralph-lauren-launch-first-clothing-collab ## Han Kjøbenhavn: Diablo IV Fashion Week - URL: https://brandedgamingindex.com/entry/han-kjobenhavn-diablo/ - ID: BGI-087 - Type: Brand Activation - Platform: Physical / IRL - Game: Diablo IV - Brand category: Games & publishers - Year: 2023 - Region: Global Blizzard Entertainment and Danish fashion house Han Kjøbenhavn unveiled a new collaboration at Milan Fashion Week fall/winter 2023: a Diablo-inspired, high-end, ready-to-wear collection for 2023 that will be available for purchase this summer. Han Kjøbenhavn's 'Chthonic Penumbra' womenswear collection comprises striking fashion pieces composed of faux fur, vegan leather, and feathers, in gray and black hues, vibrant, blood-red fabrics, and complemented with pearls and chrome accents. Han Kjøbenhavn described the new collection as inspired by the phrase 'hell as a beautiful place.' Sources: https://wwd.com/runway/fall-2023/milan/han-kjobenhavn/review/ ## LUSH: LUSH x Mario Bros - URL: https://brandedgamingindex.com/entry/lush-mario/ - ID: BGI-086 - Type: Brand Activation - Platform: Physical / IRL - Game: Super Mario Bros. (Movie) - Brand category: Beauty & fragrance - Year: 2023 - Region: Global Lush is bringing gaming nostalgia to your bathroom for the launch of the Super Mario Bros Movie. The brand partnered with the newly-released Super Mario Bros. Movie on a line of bath and shower products. Capitalizing on the nostalgia proved to be worthy with the Question Block bath bomb going viral and trending on TikTok where the brand doesn't even have a presence. Sources: https://www.lushusa.com/collaborations/super-mario-bros/ ## Heinz: Hidden Spots - URL: https://brandedgamingindex.com/entry/heinz-hidden-spots/ - ID: BGI-084 - Type: Brand Activation - Platform: Multi-platform - Game: Call of Duty: Warzone; Fortnite; PUBG; Counter-Strike - Brand category: CPG (food & confectionery) - Year: 2023 - Region: Global Heinz launched 'Hidden Spots', a campaign integrated into Call of Duty: Warzone. It mapped safe in-game locations where players could pause and snack without losing their match, then teamed with streamers who revealed these 'snacking hiding spots' live while eating burgers with custom Heinz bottles. The activation also rolled out across other games; Fortnite, PUB:G and Counter-Strike aiming to treat gamers' need to eat as part of their play, not a distraction. Sources: https://www.contagious.com/en/article/news-and-views/campaign-of-the-week-heinz-targets-gamers-with-call-of-duty-snacking-spots ## Doritos: Doritos Silent - URL: https://brandedgamingindex.com/entry/doritos-silent/ - ID: BGI-083 - Type: Brand Activation - Platform: Console / PC - Game: N/A (software) - Brand category: CPG (food & confectionery) - Year: 2023 - Region: Global Doritos has introduced 'Doritos Silent,' a groundbreaking 'crunch noise-cancellation' technology that lets PC gamers enjoy their chips without distracting other players. Anyone who has ever played online with headphones on knows how annoying those snacking noises can be. Doritos takes a fun approach to gaming, bringin utility of a not so important yet quite annoying well-known behavior happening among gamers. Sources: https://www.doritos.co.uk/SILENT ## Essity: V-Land - URL: https://brandedgamingindex.com/entry/essity-v-land/ - ID: BGI-061 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: CPG (health & personal care) - Year: 2023 - Region: Mexico Hygiene and health company Essity, together with its leading feminine care brand Saba®, are launching a virtual world on the online video game platform Roblox in order to normalize menstruation. The project, V-Land, encourages boys, girls and parents to have a space 'in the metaverse' (ie. in gaming, sorry not our words) where stigmas and taboos around menstruation are removed through edutainment. Sources: https://www.saba.com.mx/ https://www.essity.com/media/news-features/2023/virtual-world-to-normalize-menstruation-in-roblox/ ## Fidelity Investment: Pancake Empire Tower Tycoon - URL: https://brandedgamingindex.com/entry/fidelity-pancake-tycoon/ - ID: BGI-060 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Insurance & finance - Year: 2023 - Region: US Fidelity Investment launched Pancake Empire Tower Tycoon, an educational Roblox experience introducing users to real-world money situations of spending, saving, and investing using – you guessed it – pancakes. To start, players buy pancakes that produce 'YumYums,' which are collected and converted into currency used throughout the experience. To earn in-experience currency, users choose between three friendly creatures to deposit their YumYums with returns ranging from safe to risky, mirroring the varying levels of risk in investing. Sources: https://www.fidelity.com/social-media/roblox ## NHL: NHL Blast Stanley Cup - URL: https://brandedgamingindex.com/entry/nhl-blast/ - ID: BGI-059 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Sports leagues & teams - Year: 2023 - Region: North America The NHL is digitally recreating goals scored during the Stanley Cup Final on Roblox within the NHL Blast Roblox hub. Goals are being recreated as 3D Roblox highlights through the league's puck and player tracking system, which collects data from sensors in the puck and player jerseys and cameras in arenas. Fans can select which Stanley Cup Final goals they want to be turned into a highlight with Roblox's in-game NHL players. Sources: https://www.youtube.com/watch?v=EMBtNN1V7Pg https://www.nhl.com/news/nhl-blast-on-roblox-to-include-goal-recreations-for-stanley-cup-final/c-344758816 ## Nascar: Roblox Speed Hub - URL: https://brandedgamingindex.com/entry/nascar-speed-hub/ - ID: BGI-058 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Sports leagues & teams - Year: 2023 - Region: US NASCAR Speed Hub is an immersive experience that lets players design cars, unlock exclusive virtual items, play mini-games and connect to other popular experiences on the platform. At the heart of the hub is a time trial that allows players to collect currency and upgrade their cars. Upgrades are a critical component to competing to go up the global leaderboard. The 'Quest for Diamonds' is a mini-game that sees NASCAR's 75th Anniversary diamonds spread throughout partner games which are accessed through the hub. Sources: https://www.nascar.com/news-media/2023/03/10/nascar-launches-immersive-gaming-experience-nascar-speed-hub-on-roblox/ ## Nike Air Max: Airphoria - URL: https://brandedgamingindex.com/entry/nike-airphoria/ - ID: BGI-057 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite (UEFN) - Brand category: Sportswear & footwear - Year: 2023 - Region: Global Nike is back in Fortnite and launch a new experience, 'Airphoria'. This first-of-its-kind work taps into both the physical and digital world, offering experiences and collectibles in each. The Airphoria city features five 'Air Max Grails' — the Air Max 1, Air Max 97, Air Max TW, Air Max Scorpion and Air Max Pulse — that can be collected to earn an in-game reward: the Air Max 1 '86 Back Bling. In addition to this, the game has two new characters for sale — Airie and Maxxed Out Max. Sources: https://about.nike.com/en/newsroom/releases/nike-launches-airphoria-in-fortnite ## Spy Kids: Hyskor Run - URL: https://brandedgamingindex.com/entry/spy-kids-hyskor/ - ID: BGI-056 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Entertainment IP (film & TV) - Year: 2023 - Region: Global Spy Kids is updating itself for the Roblox generation. In partnership with Netflix, Director Robert Rodriguez and his son Racer, Buoy created a Roblox experience for Spy Kids: Armageddon that launched the same day as the movie. Hyskor Run is based on the video game in the movie, conceived by Racer, where the Spy Kids must win to save the world. In Roblox, the story of the movie extends into an interactive experience where every Spy Kid can take part in the action! Sources: https://www.linkedin.com/company/netflix/ https://www.linkedin.com/company/roblox/ https://www.roblox.com/spykidsrun ## Versace: Versace x Need for Speed - URL: https://brandedgamingindex.com/entry/versace-nfs/ - ID: BGI-011 - Type: Brand Integration - Platform: Console / PC - Game: Need for Speed Unbound - Brand category: Fashion & luxury - Year: 2023 - Region: Global Versace enters gaming for the first time with racing game Need For Speed Unbound. More than a simple cosmetic release, the partnership features a new in-game character, Medusa, who brings the Versace woman persona and high-gloss glamor to life as a street racer. 10 digital pieces of Versace fashion will also drop in the game, from jackets to sneakers. The game is emerging as a hotbed for fashion collaborations, from staple brands like Palace and Balmain to hot independent designers such as Marine Serre and Namilia - not to forget A$AP Rocky's custom Mercedes and Vans collab shoe. Sources: https://gamerant.com/need-for-speed-unbound-brand-collaborations-versace-balmain-asap-rocky/ ## Nike: EA Sports Swoosh Collab - URL: https://brandedgamingindex.com/entry/nike-ea-swoosh/ - ID: BGI-010 - Type: Brand Integration - Platform: Console / PC - Game: EA Sports titles (multiple) - Brand category: Sportswear & footwear - Year: 2023 - Region: Global Nike will integrate its .Swoosh NFT collectibles into sports video games through the apparel giant's new collaboration with EA Sports. A teaser video of the collaboration shows virtual American football helmets/balls and football balls co-branded by Nike and EA. Future EA Sports titles—which span officially licensed games for the NFL, PGA Tour, F1, UFC, NHL, and more—will make .Swoosh digital collectibles available in games to give 'members and players unique new opportunities for self-expression and creativity through sport and style'. Sources: https://www.ea.com/news/nike-virtual-studios-ea-sports-partnership ## KFC: Chef Colonel Sanders - URL: https://brandedgamingindex.com/entry/kfc-chef-colonel/ - ID: BGI-008 - Type: Brand Integration - Platform: Console / PC - Game: Street Fighter 6 - Brand category: QSR & restaurants - Year: 2023 - Region: Canada KFC Canada took the opportunity to create a playable hero in Street Fighter 6. One that any serious KFC fan can get behind. Yes, that Street Fighter 6 hero is Chef Colonel Sanders himself. Street Fighter 6 is the first in the iconic game to allow users to fully customize playable avatars. They can then share them with fellow players via special codes, or 'recipes.' Yes, as in the Colonel's 'secret recipe.' No matter what the recipe is, it looks like it made the famed colonel properly swole. Sources: https://youtu.be/Gj93rM5WxxY ## KFC: The Recipe Run - URL: https://brandedgamingindex.com/entry/kfc-recipe-run/ - ID: BGI-007 - Type: Brand Integration - Platform: Console / PC - Game: The Legend of Zelda: Tears of the Kingdom - Brand category: QSR & restaurants - Year: 2023 - Region: US In a crossover that nobody really anticipated, KFC encouraged players to manufacture KFC-styled fried chicken in The Legend of Zelda: Tears of the Kingdom in a one-off event named The Recipe Run. In The Recipe Run, players were charged with tracking down oil, chicken, and eleven herbs and spices of their own choice from across the world, and then combine everything to make a delicious serving of fried chicken. It was a speedrun challenge, so the goal was to do it as quickly as possible. Sources: https://youtu.be/ZhWPGcDf7_o?si=yJltU_XswexYjJ9s ## Porsche: Porsche Vision Gran Turismo - URL: https://brandedgamingindex.com/entry/porsche-vgt/ - ID: BGI-179 - Type: Brand Integration - Platform: Console / PC - Game: Gran Turismo 7 - Brand category: Automotive - Year: 2022 - Region: Global Porsche's first concept car designed purely for a video game. Built with Polyphony Digital for Gran Turismo 7, the Vision Gran Turismo is an all-electric single-seater that never needs to pass crash tests or homologation, which is exactly the point: Style Porsche got to design a car with no physical constraints, then hand it to players on PlayStation on launch day. The brand's stated aim was to meet young, digital audiences 'in the place where their automotive dreams are born', and the project fits a long line of manufacturers using Gran Turismo as a design studio in public. The difference here is that Porsche treated the game not as a media placement but as a product launch, with the same design leadership and storytelling it gives a road car. Sources: https://www.porsche.com/stories/culture/porsche-vision-gran-turismo/ ## ITV: Drama vs Reality - URL: https://brandedgamingindex.com/entry/itv-drama-vs-reality/ - ID: BGI-170 - Type: Advergame - Platform: Web / Browser - Game: Drama vs Reality (custom) - Brand category: Media & streaming - Year: 2022 - Region: UK ITV turned their stars into pixelated characters and released a video game, which lets players select a character – all of which have their own special moves and catchphrases – and do battle with a succession of opponents. Fights take place against a backdrop of familiar locations, including the Love Island villa, the I'm A Celeb campsite, and a period drama drawing room – all lovingly recreated in pixels, and including their own Easter eggs for fans to find. Sources: https://www.itv.com/dramavsreality/ ## Kenzo: Kenzo Run - URL: https://brandedgamingindex.com/entry/kenzo-run/ - ID: BGI-169 - Type: Advergame - Platform: Web / Browser - Game: Kenzo Run (custom) - Brand category: Fashion & luxury - Year: 2022 - Region: Global For the holidays, KENZO launched its own video game, titled The KENZO Run, challenging fashion-minded gamers to compete for prizes. The game tasked players with running through KENZO City, collecting as many Boke Flowers (or tokens inspired by Maison's signature designs) while avoiding game-ending obstacles. Those who placed in the winning top 36 received special holiday prizes from the French fashion house (incl. a package to attend the KENZO Fall/Winter 2023 fashion show in Paris). ## Dove: Real Virtual Beauty - URL: https://brandedgamingindex.com/entry/dove-real-virtual-beauty/ - ID: BGI-143 - Type: Gaming for Good - Platform: Multi-platform - Game: N/A (Epic Games / Unreal) - Brand category: CPG (health & personal care) - Year: 2022 - Region: Global Female avatars often look the same, perpetuating unrealistic beauty stereotypes for many of its players. A whopping 60 percent of girls and 62 percent of women do not feel represented by video game characters. Dove launched Real Virtual Beauty to dismantle gaming's harmful standards. Real Virtual Beauty includes a one-of-a-kind training course developed in partnership with Centre for Appearance Research to better equip and train game creators to avoid design biases and more accurately reflect the beautiful diversity present in our everyday lives. Sources: https://www.dove.com/us/en/stories/about-dove/real-virtual-beauty.html ## XSET: GTA 'Grizzley World' - URL: https://brandedgamingindex.com/entry/xset-grizzley-world/ - ID: BGI-108 - Type: Esports Partnership - Platform: Esports - Game: GTA V RP - Brand category: Music & artists - Year: 2022 - Region: US Detroit rapper Tee Grizzley has signed a partnership with esports brand XSET, completing the deal in-game through his own GTA roleplay server 'Grizzley World'. In a clip shared online, the avatar of the rapper can be seen inside GTA RP receiving a phone call from XSET and signing the paperwork in an hotel lobby. As a part of the collaboration, Grizzley and XSET will team up on a mission to help rehabilitate ex-convicts and show the positive impact of gaming. The initiative launched with three exclusive merch drops with proceeds going to ex-incarcerated inmates. Sources: https://www.pcgamer.com/rapper-tee-grizzley-signs-esports-partnership-inside-his-gta-online-server/ ## Disney: Faze Clan x Disney - URL: https://brandedgamingindex.com/entry/disney-faze/ - ID: BGI-107 - Type: Esports Partnership - Platform: Esports - Game: FaZe Clan - Brand category: Entertainment IP (film & TV) - Year: 2022 - Region: US Leading esports organisation Faze Clan announced a year-long collaboration with Disney. The partnership will center around co-branded merchandise that will blend Disney's iconic characters with the team's aesthetics. The first capsule 'Mickey On The Grid' includes tees, hoodies and caps that feature a retro Mickey Mouse in a wireframe pattern. An animated teaser showing the legendary character entering the universe of Faze Clan was also released. This first drop will be available online and at the Armory, Faze Clan's new pop-up store in LA, with more to come throughout the year. Sources: https://twitter.com/FaZeClan/status/1529915301608927232 ## Gucci: Gucci Gaming Academy - URL: https://brandedgamingindex.com/entry/gucci-gaming-academy/ - ID: BGI-106 - Type: Esports Partnership - Platform: Esports - Game: CS:GO (Faceit) - Brand category: Fashion & luxury - Year: 2022 - Region: Global Gucci is partnering with esports platform Faceit and the World Health Organization to develop a gaming academy with an emphasis on well-being. The program will kick off with four CS:GO rising stars and include daily mentorship from world-class coaches, PC hardware from partners like Logitech, or various trainings such as business, branding, as well as mental and physical health. Gucci is calling the next generation of esports athletes to apply for the 12-month long program (that is unless players sign to a pro team sooner of course). The initiative launched with a short-film directed by Paul Newman, and featuring a range of esports brand ambassadors. Sources: https://www.youtube.com/watch?v=ZgI36i38bts ## Puma: Gen.G x Puma x Heron Preston - URL: https://brandedgamingindex.com/entry/puma-geng-heron-preston/ - ID: BGI-105 - Type: Esports Partnership - Platform: Esports - Game: Gen.G / LoL Worlds - Brand category: Sportswear & footwear - Year: 2022 - Region: Global Esports team Gen.G worked with their sponsor Puma and famed streetwear designer Heron Preston on a limited edition jersey for the League of Legends World championship. This is the second year this collaboration drops, following the signing of Heron Preston as the team's creative advisor. Last year, the team also released a Preston-designed tee around the launch of the Gen.G foundation, with all sales going to charities. ## Balenciaga: Balenciaga x Team SMG - URL: https://brandedgamingindex.com/entry/balenciaga-smg/ - ID: BGI-104 - Type: Esports Partnership - Platform: Esports - Game: Team SMG - Brand category: Fashion & luxury - Year: 2022 - Region: Asia-Pacific Fashion luxury house Balenciaga designed bespoke kits for Team SMG. With rosters in China, Singapore and Malaysia and positioned as the 'premier esports brand', the esports team is looking to grow its popularity across the whole Chinese and Pacific-Asian regions. This is Balenciaga's first official foray into esports, after the brand notoriously launched its autumn 21 collection via a web-based video game, dropped a line of skins into Fortnite, or more recently released an esports-inspired short-sleeve shirt (that wasn't associated with any teams). ## Lil Nas X / Riot Games: Star Walkin' – LoL Worlds anthem - URL: https://brandedgamingindex.com/entry/lil-nas-x-star-walkin/ - ID: BGI-103 - Type: Esports Partnership - Platform: Esports - Game: League of Legends Worlds - Brand category: Music & artists - Year: 2022 - Region: Global The League of Legends World Championship arguably is the most prestigious esports event, and this year Lil Nas X is in charge of getting it all hyped up. Following a stunt video appointing him as temporary President of Riot Games, the company revealed the official tournament anthem 'Star Walkin' - a brand-new track from the rapper. The complementary animated music video features some of the biggest esports stars in a blend of gaming, streetwear and anime aesthetics. In addition to taking over League's social, Lil Nas X is of course set to perform the song at the event in SF, and also designed a skin for upcoming game character K'Sante, that will drop during the competition. Sources: https://www.polygon.com/23366879/lil-nas-x-star-walkin-song-league-of-legends-worlds-anthem-2022-video ## Trolli: League Trolli - URL: https://brandedgamingindex.com/entry/trolli-league/ - ID: BGI-102 - Type: Esports Partnership - Platform: Esports - Game: Multiple (Rocket League; Valorant; Apex; Smash) - Brand category: CPG (food & confectionery) - Year: 2022 - Region: US The worm gummy brand is running a massive ongoing tournament series that hosts more than 1,000 competitions. Rocket League, Valorant, Apex Legends, Smash… if it's a big title in gaming, there's probably a League Trolli tournament coming up soon. Trolli is offering up to $140,000 in prize money for the winners of these matchups. Favoring small prize money to run tons of tournaments across many games and give the opportunity to win to everyday gamers, rather than organizing huge pro tournaments that always rewards the same audience. Sources: https://leaguetrolli.challonge.com/ ## McDonald's: McCrispy Gaming Chair - URL: https://brandedgamingindex.com/entry/mcdonalds-mccrispy-chair/ - ID: BGI-089 - Type: Brand Activation - Platform: Physical / IRL - Brand category: QSR & restaurants - Year: 2022 - Region: UK McCrispy lovers and gamers have been given the chance to win one of the four McDonald's gaming chair. Dedicated gamers knows the importance of comfort, and the gaming chair has become a staple of their gaming kits. McDonald's thought about the hungry ones that sometimes gets lost in their in-game adventures. When gamers sit on the chair, they can rest their arms on the spacious armrests that double as McDonald's meals tray, that also double as a hot box to keep their food warm. Sources: https://www.dezeen.com/2022/11/11/mcdonalds-designs-ultimate-gaming-chair-for-simultaneous-snacking-and-playing/ ## Ark/8: Ark/8, the lands between (Elden Ring) - URL: https://brandedgamingindex.com/entry/ark8-elden-ring/ - ID: BGI-085 - Type: Brand Activation - Platform: Physical / IRL - Game: Elden Ring - Brand category: Fashion & luxury (streetwear) - Year: 2022 - Region: Global Ark/8, the luxury streetwear brand whose inspiration comes from the infinite worlds of entertainment (gaming including) is not new to gaming collaboration. After launching a 'Destiny' collection in 2020, they came back with a fashion-forward lineup of apparel that leverages the world of Elden Ring, one of the biggest game of 2022. Sources: https://ark8.net/en-uk/collections/elden-ring ## Armani Code: Rewrite The Code - URL: https://brandedgamingindex.com/entry/armani-code/ - ID: BGI-071 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite Creative - Brand category: Beauty & fragrance - Year: 2022 - Region: Global Armani Beauty is plunging into gaming with a game in Fortnite, called 'Rewrite the Code' to promote the brand's new scent for men, Armani Code Parfum. Players collect code numbers to do the unlocking. Each speed run is its own mini game, which features a different setting and olfactive ingredient found in the Armani Code Parfum, such as iris, cedarwood and sage. Sources: https://wwd.com/beauty-industry-news/beauty-features/exclusive-rege-jean-page-face-armani-code-1235216328/ https://www.epicgames.com/fortnite/en-US/creative/island-codes/armani-code-presents-rewrite-the-code-5230-6059-4527 ## Spotify: Spotify Island - URL: https://brandedgamingindex.com/entry/spotify-island/ - ID: BGI-064 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Media & streaming - Year: 2022 - Region: Global Music streaming platform Spotify launched its own branded world in Roblox. It consists of a main island surrounded by smaller isles that players can explore to complete quests, unlock exclusive content, create sounds with a virtual beat-maker, and cop digital merch. Merch includes Spotify-themed cosmetics but also artist merchandise, which will serve as an additional revenue stream for creators. The streaming giant lets artists keep a portion of those sales (less Roblox's cut) and offers to help with digital fashion design, if need be. Sources: https://newsroom.spotify.com/2022-05-03/spotify-island-brings-new-experiences-for-fans-and-artists-to-roblox/ ## AMI Paris: Ami Paris x Zepeto - URL: https://brandedgamingindex.com/entry/ami-paris-zepeto/ - ID: BGI-063 - Type: Brand Experience - Platform: Mobile - Game: Zepeto - Brand category: Fashion & luxury - Year: 2022 - Region: Korea / Global Ami Paris has returned to Montmartre, where it showed last June, but this time in virtual fashion. The label by French designer Alexandre Mattiussi has boosted its metaverse presence by creating its own world on Korean app Zepeto, uber-popular with younger consumers. Ami has reproduced on the app the Parisian district of Montmartre, and also opened a store where its digital clothes from a curated selection of their Spring Summer 23 collection are available for sale. Sources: https://www.amiparis.com/us/sets/zepeto ## Gucci: Gucci Town - URL: https://brandedgamingindex.com/entry/gucci-town/ - ID: BGI-062 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Fashion & luxury - Year: 2022 - Region: Global Following its 14-day pop-up 'Gucci Garden' last year, Gucci is back to Roblox with this time a permanent destination that will update throughout the year. 'Gucci Town' hosts virtual exhibitions, a creative corner to design your own digital art pieces, areas to participate in mini-games, and of course a virtual showroom. In the Gucci Shop players can learn about the latest collections, but also unlock limited-edition cosmetics by completing in-game tasks and spending their GG gems (the in-experience virtual currency). Sources: https://www.voguebusiness.com/technology/when-it-comes-to-roblox-gucci-is-not-playing-around ## FIFA23: Dua Lipa x DJ Snake x Diplo - URL: https://brandedgamingindex.com/entry/fifa23-dua-lipa/ - ID: BGI-031 - Type: Brand Integration - Platform: Console / PC - Game: FIFA 23 - Brand category: Games & publishers - Year: 2022 - Region: Global The latest FIFA is getting an update that brings some celebrity faces to the field, including DJ Snake, Dua Lipa and Diplo. The characters will join 'FIFA Volta', the online multiplayer street football mode that seems built for brand integrations and customisation items. Following the previous introduction of non-footballer characters such as NBA, NFL or boxing champions, EA Sports is looking to expand its cultural footprint even further, fusing the football simulator with pop culture. Sources: https://www.complex.com/pop-culture/2020/11/dua-lipa-fifa-21-character ## Prada: Prada x Riders Republic - URL: https://brandedgamingindex.com/entry/prada-riders-republic/ - ID: BGI-025 - Type: Brand Integration - Platform: Console / PC - Game: Riders Republic - Brand category: Fashion & luxury - Year: 2022 - Region: Global The Italian luxury brand Prada has partnered with UBISOFT to integrate Prada Linea Rossa, their technical outerwear collection, into the outdoor sports playground of Riders Republic. The game invites players to a massive multiplayer playground where they can experience the thrill of outdoor sports, like biking, skiing and snowboarding in the magnificent American National Parks. The collaboration will allow players to customise their characters by choosing Prada Linea Rossa outfits, especially created for the game. Sources: https://www.youtube.com/watch?v=skwFBGj0hUE&ab_channel=Prada ## Lacoste: Croco Island - URL: https://brandedgamingindex.com/entry/lacoste-croco-island/ - ID: BGI-024 - Type: Brand Integration - Platform: Console / PC - Game: Minecraft - Brand category: Fashion & luxury - Year: 2022 - Region: Global In this new Minecraft world, the classic Lacoste crocodile has been y2k-ified, becoming the blocky lo-fi host of Croco island – a fun, beachy paradise designed as a playground for gamers. Mini games including word puzzles, scavenger hunts, parkour and tennis (a nod to Lacoste's own origins) are simple yet addictive ways to earn some digital coin on the virtual island, whilst a collection of clothing is available both as skins for characters, and in real life. Sources: https://i-d.vice.com/en_uk/article/5dbnn5/dune-fortnite https://global.lacoste.com/en/lacoste-minecraft.html ## Wu-Tang Clan: Wu-Tang Clan x Fortnite - URL: https://brandedgamingindex.com/entry/wu-tang-fortnite/ - ID: BGI-022 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Music & artists - Year: 2022 - Region: Global Legendary hip-hop band Wu-Tang Clan launched a line of cosmetics in Fortnite, including two outfits and a variety of customization items. A number are music reactive, meaning they unlock visual effects whenever the player hears music in Fortnite. Most notably, the Wu-Tang Emote plays a snippet of the 1993 banger 'C.R.E.A.M.' as players throw up their hands in the iconic W shape. A range of physical merchandise is also available, mirroring the outfits from the game. Last but not least, a short-film created within Fortnite's game engine, and voiced over by Wu-Tang members RZA and Young Dirty Bastard themselves, commemorates the occasion. Sources: https://www.epicgames.com/fortnite/en-US/news/cause-da-ruckus-with-wu-tang-clan-items-in-fortnite#:~:text=One%20of%20the%20most%20influential,Blings%2C%20Pickaxes%2C%20and%20more. ## Farfetch: Farfetch Beauty launch - URL: https://brandedgamingindex.com/entry/farfetch-sims-beauty/ - ID: BGI-021 - Type: Brand Integration - Platform: Console / PC - Game: The Sims 4; Roblox - Brand category: Retail & e-commerce - Year: 2022 - Region: Global To support the launch of its new skincare and makeup offering, Farfetch is tapping into gaming culture. The high-end online fashion retailer worked with five in-game content creators to design cosmetic elements for Roblox and The Sims 4. The avatars aim to explore the relationship between physical and virtual expressions of beauty, thus offering a different interpretation of the campaign message 'beauty has no boundaries'. It sure will be interesting to observe the physical and digital realms of beauty keep influencing each others in the years to come. Sources: https://simscommunity.info/2022/05/28/farfetch-the-sims-4-cc-collaboration/ ## Depop: The Sims Thrift Store - URL: https://brandedgamingindex.com/entry/depop-sims-thrift/ - ID: BGI-020 - Type: Brand Integration - Platform: Console / PC - Game: The Sims 4 - Brand category: Retail & e-commerce - Year: 2022 - Region: Global Depop, the widely popular clothing resale platform, is entering gaming through a partnership with The Sims' latest expansion. The brand worked with five of its most popular real-world sellers to curate a series of limited-edition outfits for the game. Players can cop the custom pieces in a virtual 'thrift store' and resell them through an in-game app, somehow mimicking for players the second-hand shopping experience of Depop. A match made in heaven between a Depop fashion community known for its noughties nostalgia, and a game seeking to stay relevant for younger gens. Sources: https://blog.depop.com/articles/the-sims-4-x-depop ## Dior: Dior x GT7 - URL: https://brandedgamingindex.com/entry/dior-gt7/ - ID: BGI-019 - Type: Brand Integration - Platform: Console / PC - Game: Gran Turismo 7 - Brand category: Fashion & luxury - Year: 2022 - Region: Global French luxury fashion house Dior is creating a series of cosmetic elements for long-running racing game franchise Gran Turismo 7. This includes virtual fashion items (jumpsuit, gloves, helmet, shoes) designed by Kim Jones, art director of Dior men's collections, along with a customised vintage car. From the iconic monogram and patterns to various subtle references to the house's history, Dior looked to merge its fashion codes with racing culture. In the making of content, the luxury maison shows how the same design process than for mainline collections was followed, although none of the digital fashion will be released in the physical world. Sources: https://www.highsnobiety.com/p/dior-gran-turismo-7-gt7-sneakers-collab/ ## Slipknot: Slipknot x SMITE - URL: https://brandedgamingindex.com/entry/slipknot-smite/ - ID: BGI-018 - Type: Brand Integration - Platform: Console / PC - Game: SMITE - Brand category: Music & artists - Year: 2022 - Region: Global Nu metal band Slipknot is coming to battle arena game SMITE as part of a series skins. This is the first time the mythology-based game collaborates with real-world artists, letting all nine members of the band battle with the likes of Greek, Egyptian or Chinese gods. The skins can be purchased from the store or found through in-game chests. Extra Slipknot-themed content can also be unlocked in the game, such as branded Loading Screens, Player Tiles, or a Music theme adding snippets from the band's most popular heavy bangers to the game sessions. Sources: https://www.polygon.com/23067147/slipknot-smite-skins-crossover-poseidon-chaac-raijin ## BLACKPINK: Ready For Love - URL: https://brandedgamingindex.com/entry/blackpink-pubg/ - ID: BGI-017 - Type: Brand Integration - Platform: Mobile - Game: PUBG Mobile - Brand category: Music & artists - Year: 2022 - Region: Global BlackPink and PubG mobile had worked together in the past, most notably on skin drops, but it's in 2022 that the collaboration broke new ground. The K-pop band held a series of virtual concerts that were watched by 15.6M people around the world, proving the potential of the format for mobile games. The partnership continued with the release of the 'Ready For Love' music video. Shot in a (heavily) modified version of PUBG, the film shows the avatar versions of the girls explore some iconic landscapes of the game, and amassed close to one billion views on Youtube. Sources: https://www.nme.com/news/music/blackpink-ready-for-love-pubg-mobile-music-video-release-date-3275897 ## Burberry: Virtual Lola Handbag - URL: https://brandedgamingindex.com/entry/burberry-lola/ - ID: BGI-016 - Type: Brand Integration - Platform: Roblox - Game: Roblox - Brand category: Fashion & luxury - Year: 2022 - Region: Global Burberry worked with one of the most established Roblox fashion designer @Builder_Boy to create five virtual iterations of the signature Lola handbag. The special branded event on Roblox's avatar store came in five waves, each lasting 24 hours. The pieces were listed at 800 Robux ($10) and came with an exclusive 'emote'. The handbags themselves were reinterpreted through the lens of nature, using patterns such as clouds, water and wild foliage. Last but not least, on the secondary market, the items generated about $130k in sales to date according to GEEIQ's data. Sources: https://www.burberryplc.com/en/news/brand/2022/burberry-introduces-virtual-handbag-collection-on-roblox.html ## Carolina Herrera: Karlie Kloss x Carolina Herrera - URL: https://brandedgamingindex.com/entry/carolina-herrera-kloss/ - ID: BGI-015 - Type: Brand Integration - Platform: Roblox - Game: Roblox - Brand category: Fashion & luxury - Year: 2022 - Region: US Can you make a splash in Roblox without the budget of a Nike or Walmart to design your own branded world? At NYFW supermodel Karlie Kloss closed the Carolina Herrera show with a floral dress that she simultaneously dropped on Roblox as a cosmetic item. Available for 4 hours only at 500 Robux ($5), it reached one week later an average resale price of +$1800, with a peak +$5000 sale. The piece designed by Roblox creator Lovespun, using the layered clothing feature, allowing for more realistic-looking virtual fashion. Sources: https://www.carolinaherrera.com/us/en/editorial/fashion-show-resort-2024-collection-roblox ## Ted Lasso: FC Richmond - URL: https://brandedgamingindex.com/entry/ted-lasso-fifa/ - ID: BGI-014 - Type: Brand Integration - Platform: Console / PC - Game: FIFA 23 - Brand category: Entertainment IP (film & TV) - Year: 2022 - Region: Global The latest edition of the famed football game, FIFA23, is welcoming a new team. The also famous Richmond FC, coached by Ted Lasso, from the eponym TV series on Apple TV+. But don't expect to enjoy the cursing of Roy Kent any time soon, FIFA23 is and will always remain a family-friendly game. You can still play Richmond and even have fun by placing the London-based team in any league you want as it's a fictional one. Ready to see Ted Lasso coach in the MLS or play against Barcelona? Sources: https://www.ea.com/games/fifa/fifa-23/news/fifa-23-ted-lasso-afc-richmond ## Messi, Neymar, Pogba: Messi, Neymar, Pogba - URL: https://brandedgamingindex.com/entry/messi-neymar-pogba-warzone/ - ID: BGI-013 - Type: Brand Integration - Platform: Console / PC - Game: Call of Duty: Warzone 2 / MW / Mobile - Brand category: Games & publishers - Year: 2022 - Region: Global Just in time for the 2022 world cup, football mega stars Messi, Neymar and Pogba have dropped as playable operators in Call of Duty Warzone 2, Modern Warfare and CoD mobile. The skins have arrived in their own bundle, costing players 2400 CoD Points, about $20. Each comes with exclusive cosmetic elements (weapons, vehicles, etc.) as well as finishing moves. Sources: https://www.charlieintel.com/modern-warfare-2-warzone-2-messi-pogba-neymar-jr-skins/208997/ ## Palace: Need for Speed Palace Edition - URL: https://brandedgamingindex.com/entry/palace-nfs/ - ID: BGI-012 - Type: Brand Integration - Platform: Console / PC - Game: Need for Speed Unbound - Brand category: Fashion & luxury (streetwear) - Year: 2022 - Region: Global Releasing a deluxe edition of a game for fans is nothing new. Racing game Need for Speed Unbound refreshed the concept with the Palace edition, co-branded with the beloved skatewear brand. In the new installment, players can not only drip their cars, but their characters too. The Palace edition sure makes the most out of it with a number of cosmetic elements to unlock, from branded cars to fashion, plates - offering an interesting mix of streetwear and street racing cultures. Sources: https://gamerant.com/need-for-speed-unbound-brand-collaborations-versace-balmain-asap-rocky/ ## Kiyan Prince Foundation: Remembering Kiyan Prince - URL: https://brandedgamingindex.com/entry/kiyan-prince-fifa/ - ID: BGI-147 - Type: Gaming for Good - Platform: Console / PC - Game: FIFA 21 - Brand category: NGO & non-profit - Year: 2021 - Region: UK Kiyan Prince, a promising U.K. soccer player whose tragic murder 15 years ago shocked English football fans, is being remembered with a roster update in FIFA 21. EA Sports will have him join the Queens Park Rangers, with whom he starred as a member of the team's under-16 development club. Further, Ultimate Team players will be able to access themed unlock items by completing in-game objectives (incl. a uniform inspired by the ones QPR players wore in the 2004/2005 season, and an honorary tifo to celebrate Prince in the stands. Sources: https://www.ea.com/games/fifa/fifa-21/news/kiyan-prince-long-live-the-prince ## Riot Games: Rainbow Fluft Pride - URL: https://brandedgamingindex.com/entry/riot-rainbow-fluft/ - ID: BGI-145 - Type: Gaming for Good - Platform: Multi-platform - Game: League of Legends; Valorant; TFT; LoR; Wild Rift - Brand category: Games & publishers - Year: 2021 - Region: Global Since 2018, Riot Games has started a tradition of celebrating Pride, with most notably the Rainbow Fluft, an icon that let League players show their support for LGBTQIA+ communities, leaving a sparkling rainbow trail in-game when equipped. In 2021, the publisher stepped up its efforts by releasing Rainbow Fluft across every game of its portfolio (League, Valorant, TFT, Legends of Runeterra, Wild Rift). Riot also highlighted the cause through Pride-themed merch, streaming events and activities during esports tournaments. Riot also continued its support for The Trevor Project and It Gets Better Project by splitting a $100,000 donation between the two charities. Sources: https://www.riotgames.com/en/news/celebrating-pride-with-you ## Xbox: Beyond Xbox: A Player Like Me - URL: https://brandedgamingindex.com/entry/xbox-player-like-me/ - ID: BGI-144 - Type: Gaming for Good - Platform: Console / PC - Game: Xbox - Brand category: Games & hardware - Year: 2021 - Region: Global As part of the Beyond XBOX campaign that previously saw lonely seniors being offered the opportunity to play (and meet) with others during the pandemic, 'A Player Like Me' focuses on young people with rare diseases that can find comfort in meeting others sharing the same disease. Partnering with the charity Gamers Outreach, Xbox organizes gaming sessions where they get to know each other and share the ups and downs of living with their diseases. Sources: https://news.microsoft.com/features/separated-by-an-ocean-two-people-connect-through-gaming-similar-passions-and-a-rare-disease/ ## Adidas: VIT.02 - URL: https://brandedgamingindex.com/entry/adidas-vitality/ - ID: BGI-115 - Type: Esports Partnership - Platform: Esports - Game: Team Vitality - Brand category: Sportswear & footwear - Year: 2021 - Region: France Three years ago, Adidas became the first major sportswear brand to officially supply kits for an Esports organisation, Team Vitality. After the release of VIT.01, the world's first sneaker collab with an Esports squad, the two brands have followed up with the VIT.02. Sub-named X9000, as a reference to the 'Over 9000' Meme inspired by Dragon Ball Z, the limited edition sneakers were designed in partnership with Team Vitality athletes, willing to pay homage to the famous manga series. Sources: https://www.youtube.com/watch?v=z3yMcjFiirg ## Snipes: Snipes x Mousesports - URL: https://brandedgamingindex.com/entry/snipes-mousesports/ - ID: BGI-114 - Type: Esports Partnership - Platform: Esports - Game: Mousesports - Brand category: Retail & e-commerce (streetwear) - Year: 2021 - Region: Germany Streetwear brand and retailer Snipes collaborated with German Esports team Mousesports for a fashion collaboration, in-store activities, and an anime short-film. Narrated by rapper Rick Ross, the movie tells the story of the team's ascension and its founder Django, in a blend of hip-hop, gaming and anime culture. This celebrated the beginning of a long-term partnership, as Snipes became the official apparel partner of the esports organisation. Sources: https://archive.esportsobserver.com/snipes-mousesports-anime-collection/ ## Ralph Lauren: RL x G2 Esports - URL: https://brandedgamingindex.com/entry/ralph-lauren-g2-esports/ - ID: BGI-112 - Type: Esports Partnership - Platform: Esports - Game: G2 Esports - Brand category: Fashion & luxury - Year: 2021 - Region: Global Ralph Lauren announced a global partnership with Esports team G2, as their 'exclusive fashion outfitter'. The brands will work together on developing content for Tik Tok and Twitch, as well as brand campaigns and events. The collaboration kicked off with the Ralph Lauren Wimbledon campaign, which saw G2's League of Legends star Rekkles featured among some of the biggest global athletes. Sources: https://g2esports.com/2021/06/21/g2-ralph-lauren/?r=EU ## Takashi Murakami: Faze Clan x Murakami - URL: https://brandedgamingindex.com/entry/murakami-faze/ - ID: BGI-111 - Type: Esports Partnership - Platform: Esports - Game: FaZe Clan - Brand category: Art & culture - Year: 2021 - Region: US Renowned contemporary artist Takashi Murakami has stepped into the gaming world through a limited-edition merchandise collaboration with FaZe Clan, the leading esports and entertainment organization based in LA. Within the collection, Murakami's signature flower motifs take over esports jerseys and a selection of large and small mousepads in predominantly red and blue colorways. The jersey silhouette boasts the gaming organization's iconography on the front upper right quadrant, while spelling out the brand's name above the number '10' on the back in typical jersey lettering. Sources: https://hypebeast.com/2021/11/faze-clan-takashi-murakami-collaboration-info ## Gucci: 100 Thieves x Gucci - URL: https://brandedgamingindex.com/entry/gucci-100-thieves/ - ID: BGI-110 - Type: Esports Partnership - Platform: Esports - Game: 100 Thieves - Brand category: Fashion & luxury - Year: 2021 - Region: US Esports organisation 100 Thieves has collaborated with Gucci to drop an exclusive backpack. A red variant of the original 'Off The Grid' model with the 100T logo embroidered on the flap, the item was priced $2,500 and limited to only 200 pieces. Importantly, the release was announced with a full fashion campaign, including lifestyle film and photoshoot featuring star members of the team. Sources: https://www.gucci.com/us/en/st/capsule/100-thieves-x-gucci ## 100 Thieves: 100 Thieves x Lil Nas X - URL: https://brandedgamingindex.com/entry/100-thieves-lil-nas-x/ - ID: BGI-109 - Type: Esports Partnership - Platform: Esports - Game: 100 Thieves / LoL Worlds - Brand category: Music & artists - Year: 2021 - Region: US Esports organisation 100 Thieves collaborated with Lil Nas X to release a surprise music video ahead of the League of Legends World championship. The rapper performs two of his songs in the team Headquarters, including 'Industry Baby' the track that 100 Thieves would specifically listen to before their matches began. From welcoming investors like Drake or NBA team Cleveland Cavaliers, to producing its own Gucci collab, 100 Thieves keeps blurring the lines between gaming and street culture. Sources: https://www.youtube.com/watch?v=5EMXrZELp9g ## Fender: Final Fantasy Fender Stratocaster - URL: https://brandedgamingindex.com/entry/fender-final-fantasy/ - ID: BGI-093 - Type: Brand Activation - Platform: Physical / IRL - Game: Final Fantasy XIV - Brand category: Music & instruments - Year: 2021 - Region: Global To celebrate its 75th anniversary, Fender is teaming up with Square Enix for a limited edition Final Fantasy 14 Stratocaster electric guitar featuring imitation crystal detailing, custom branding on the neck, and a custom, vintage-style hard shell case adorned with the FF XIV logo. Final Fantasy 14's new electric guitar is also coming to the MMO as an instrument for performance actions. The digital version of the Stratocaster will feature five different audio tones as well as 'special performance features'. Sources: https://na.finalfantasyxiv.com/lodestone/topics/detail/69be388dbf357489993a69c2f03cfb0032f7c682 ## Tag Heuer: Tag Heuer x Super Mario - URL: https://brandedgamingindex.com/entry/tag-heuer-mario/ - ID: BGI-092 - Type: Brand Activation - Platform: Physical / IRL - Game: Super Mario - Brand category: Fashion & luxury (watches) - Year: 2021 - Region: Global The Swiss watch brand teamed up with Nintendo to create a limited-edition smart watch, reimagining the original model through the Super Mario lens. Featured front and center as an animated dial, the iconic plumber gets more energetic as the wearer becomes active throughout the day, celebrating the daily achievements and milestones with his signature power-up moves. Priced at 1800$ and available through the watchmaker's website, the interactive timepiece, limited to only 2000 items around the world, quickly sold out. Sources: https://www.tagheuer.com/us/en/smartwatches/tagheuer-connected-collaboration-3.html ## Gentle Monster: Gentle Monster x World of Warcraft - URL: https://brandedgamingindex.com/entry/gentle-monster-warcraft/ - ID: BGI-091 - Type: Brand Activation - Platform: Physical / IRL - Game: World of Warcraft - Brand category: Fashion & luxury (eyewear) - Year: 2021 - Region: Korea / Global Luxury eyewear brand Gentle Monster collaborated with World of Warcraft for a limited-edition pair of sunglasses. In typical fashion for the Korean brand, the model pushes the silhouette of traditional shades, while connecting with the nerdy 90's goth vibe that highly inspired the luxurysphere in recent years. Also dropped inside the game as a cosmetic item, the product was tied to the latest expansion The Burning Crusade and referred to the green eyes of the online RPG's big villain. Sources: https://www.highsnobiety.com/p/gentle-monster-world-of-warcraft-teaser/ ## Fenty Beauty: Riot Games x Fenty Beauty - URL: https://brandedgamingindex.com/entry/fenty-riot/ - ID: BGI-090 - Type: Brand Activation - Platform: Physical / IRL - Game: League of Legends / Arcane (Riot portfolio) - Brand category: Beauty & fragrance - Year: 2021 - Region: Global Rihanna's very much hyped beauty brand Fenty is becoming the first ever beauty partner of Riot games. The brand will be tasked to curate diverse looks across the Riot portfolio to celebrate beauty in all its forms. The partnership kicks off with promotional activities around the Netflix animated series set in the League of Legends universe, Arcane. But the crossover should open doors to many more collaborations, from exclusive co-branded makeup collection, to rumoured Fenty NFTs. Sources: https://www.nylon.com/beauty/fenty-beauty-partners-with-riot-games-on-arcane ## Ballantine's: Ballantine's x Borderlands - URL: https://brandedgamingindex.com/entry/ballantines-borderlands/ - ID: BGI-088 - Type: Brand Activation - Platform: Physical / IRL - Game: Borderlands - Brand category: Beverages (alcohol) - Year: 2021 - Region: Global Ballantine's Scotch whisky is partnering with shooter franchise Borderlands to release a limited-edition bottle featuring a star character of the series: bar owner Mad Moxxi. Those who cop the bottle will be able to unlock exclusive in-game content. A short-film, created within the Borderlands' game engine, was also released to promote the partnership. This should be the first activity in a long-term collaboration, as the brand appointed Moxxi as its 'Chief Galactic Expansion Officer', in charge of taking Ballantine's to new virtual frontiers. Sources: https://www.ballantines.com/en/range/ballantines-moxxis-bar/ ## Moncler: The Moncler Classic - URL: https://brandedgamingindex.com/entry/moncler-classic/ - ID: BGI-069 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Fashion & luxury - Year: 2021 - Region: Global French-Italian luxury skiwear brand Moncler is coming to Fortnite with a series of items inspired by the latest collaboration with 1017 Alyx 9SM, designed by Matthew Williams. More than simple cosmetics, the outfits are responsive and transition from dark to light as your altitude gets higher or lower inside the game. Epic Games had already released 'reactive' skins that change style based on your in-game performance last year, but it is the first time a brand takes advantage of the feature. Sources: https://www.fortnite.com/fortnite/en-US/news/high-altitude-meets-high-fashion-in-fortnite-with-the-moncler-classic-set ## Jordan: Jordan 'Cool Grey' - URL: https://brandedgamingindex.com/entry/jordan-cool-grey/ - ID: BGI-068 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite Creative - Brand category: Sportswear & footwear - Year: 2021 - Region: Global Following the much hyped 2019 collab, Jordan comes back to Fortnite to spotlight its iconic Jordan XI 'Cool Grey' model. Players could purchase a new range of cosmetic outfits, accessories and a special emote through the game store. The brand also worked with fame map designers Enigma and Dummblond to build the 'Jumpman Zone' in Fortnite Creative mode. There players could take part in a branded experience, but also complete a series of challenges for a chance to unlock free outfits and items. Sources: https://www.epicgames.com/fortnite/en-US/news/the-jumpman-zone-and-the-air-jordan-xi-cool-grey-come-to-fortnite ## Gucci: Gucci Garden - URL: https://brandedgamingindex.com/entry/gucci-garden/ - ID: BGI-067 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Fashion & luxury - Year: 2021 - Region: Global Gucci is opening a garden space in Roblox, as a counterpart of a real-world art installation taking place in Italy. Players start the experience as a neutral mannequin and absorb elements of the world around them as they wander through virtual rooms. Every player retains different fragments and ends the journey with a unique avatar, reflecting the notions of individuality and self-expression that are core to the Gucci brand. The Roblox space opens for 14 days only, with the inclusion of a virtual store to purchase limited-edition avatar items. Sources: https://blog.roblox.com/2021/05/gucci-garden-experience/ ## O2: O2 Island - URL: https://brandedgamingindex.com/entry/o2-island/ - ID: BGI-066 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite Creative - Brand category: Telecom - Year: 2021 - Region: UK O2 partnered with Island Records to bring the iconic O2 arena venue into Fortnite, featuring a trippy music experience by UK band Easy Life. For one week, players could explore six areas inspired by the band's lyrics, packed with secret rooms, mini-games and unlocks. The show was complete with digital merch, including two exclusive tracks inspired by the game. By building everything in Fortnite's Creative mode and working with in-game digital artists, O2 could create its own space distinct from the main game, allowing for a longer, more interactive (and weirder) experience. Sources: https://www.epicgames.com/fortnite/en-US/news/the-o2-in-fortnite-featuring-easy-life-join-a-musical-adventure-in-fortnite-creative-starting-june-24 ## Nike: Nikeland - URL: https://brandedgamingindex.com/entry/nikeland/ - ID: BGI-065 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Sportswear & footwear - Year: 2021 - Region: Global Nike launched a dedicated world inside Roblox aiming to expose young gamers to the brand, and get them more active. The experience takes advantage of smartphone accelerometers: move your body IRL to unlock special in-game moves such as longer jumps or speed runs during minigames. Expect also a digital showroom to style your avatar with Nike gear (most items are not wearable outside of Nikeland though) and a tool kit allowing creators to design their own minigames. Last but not least, Nikeland will also come to life in-store, through a Snapchat experience at the NYC House Of Innovation store. Sources: https://news.nike.com/news/five-things-to-know-roblox ## Vans: Vans World - URL: https://brandedgamingindex.com/entry/vans-world/ - ID: BGI-053 - Type: Brand Experience - Platform: Roblox - Game: Roblox - Brand category: Sportswear & footwear - Year: 2021 - Region: Global Vans launched an experience in Roblox letting players explore a world inspired by Vans location around the world, practice their skateboarding skills, and take part in daily game challenges. Users create their own avatar featuring personalised skateboard and vans shoes, and can further customize it through the virtual Vans shop. If so far most branded Roblox experiences have been activations limited in time, Vans intents to make 'Vans World' a permanent space that will evolve and update over time. Sources: https://venturebeat.com/2021/09/01/roblox-opens-a-metaverse-playground-for-vans-shoe-fans/ ## Fortnite: Fortnite Pelé Football Cup - URL: https://brandedgamingindex.com/entry/fortnite-pele-cup/ - ID: BGI-046 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Games & publishers - Year: 2021 - Region: Global Fortnite made a big push in football/soccer culture through the Pelé Cup initiative. Activities include a footy-themed special mode and tournament, exclusive emotes, as well as partnerships with 23 clubs to bring their kits as skins into the game, featuring Man City, Juventus or AC Milan. The Fortnite brand will also make an appearance in the physical world of football, specifically as the jersey front sponsor for iconic Brazilian Club Santos FC, during the upcoming Copa Libertadores, the highest level of competition in South America. Sources: https://www.epicgames.com/fortnite/en-US/news/the-beautiful-game-football-comes-alive-in-fortnite ## Burger King: The Menu Court - URL: https://brandedgamingindex.com/entry/burger-king-menu-court/ - ID: BGI-039 - Type: Brand Integration - Platform: Console / PC - Game: NBA 2K21 - Brand category: QSR & restaurants - Year: 2021 Using the in-game editing tools, Burger King turned a basketball court of NBA2K21 into a menu board. Players that scored a basket while standing on the fast food products printed all over the floor (sandwich, fries, nuggets or soda) could share the video on twitter to get the grub for free in their next order. The harder the shot, the better the reward. Sources: https://www.youtube.com/watch?v=hTho_-Gt7ac ## Gucci / The North Face: Gucci x TNF x Pokemon Go - URL: https://brandedgamingindex.com/entry/gucci-tnf-pokemon-go/ - ID: BGI-036 - Type: Brand Integration - Platform: Mobile - Game: Pokémon GO - Brand category: Fashion & luxury - Year: 2021 - Region: Global In the year of stay-at-home, the Gucci collab with North Face sure captured the Zeitgeist, inviting us to take to the great outdoors in comfort and style. And Pokemon Go, the AR mobile game involving people going outside on their monster hunt, then seemed like the right game to drop a digital version of the collection. The customisation in-game items (tees, hats, backpacks) are available for free for a limited time at over 100 PokeStops and other 'Gucci Pins', a selection of stores and pop-up experiences around the world. Sources: https://www.gucci.com/us/en/st/stories/article/the-north-face-gucci-pokemon-go ## Gucci: The Gucci Gift - URL: https://brandedgamingindex.com/entry/gucci-gift/ - ID: BGI-035 - Type: Brand Integration - Platform: Roblox - Game: Roblox - Brand category: Fashion & luxury - Year: 2021 - Region: Global Gucci worked with digital clothing designers cSapphire and RookVanguard to recreate items from its fashion collections inside Roblox. More than 50 pieces are available to purchase for your virtual avatar via the user-generated content store. It includes the latest it bags, hats, sunnies and outfits, but also some less expected items: skateboard, sunflower, dragon statuette, arcade cabinet, or even a guitar case that will cost you 900 Robux (~$15) of the in-game virtual money. Sources: https://progameguides.com/roblox/roblox-gucci-clothes-now-available-for-your-avatar/ ## Gucci: Gucci Virtual 25 - URL: https://brandedgamingindex.com/entry/gucci-virtual-25/ - ID: BGI-034 - Type: Brand Integration - Platform: Roblox - Game: Roblox; VRChat - Brand category: Fashion & luxury - Year: 2021 - Region: Global Gucci dropped an exclusively digital pair of sneakers called The Gucci Virtual 25, that can be 'worn' in the virtual environments of Roblox and VRChat. The $13 kicks were designed by Creative Director Alessandro Michele himself. In addition, Gucci allows users of digital collecting app Aglet to create custom sneakers, while in the official Gucci app the sneaker catalog can be tried in AR. As the desire for digital collectibles is growing alongside the NFT boom, Gucci is already ahead of the game, with not just a token but an item that can actually be used across gaming environments. Sources: https://www.crfashionbook.com/fashion/a35864025/gucci-virtual-sneaker/ ## Aston Martin: 007 x Rocket League - URL: https://brandedgamingindex.com/entry/aston-martin-rocket-league/ - ID: BGI-030 - Type: Brand Integration - Platform: Console / PC - Game: Rocket League - Brand category: Automotive - Year: 2021 - Region: Global The 1963 Aston Martin DB5, arguably the most recognizable of all the James Bond cars, is coming to Rocket League. Players will be able to purchase the iconic vehicle from the item store for 1,100 Credits (roughly $10 in real world money). If it does not come with pop-out machine guns or an ejection seat, fans may recognise the signature engine note. This first collaboration was announced as part of a multiyear deal with MGM and Aston Martin to bring 007 to the Rocket League game. Sources: https://www.rocketleague.com/news/from-rocket-league-with-love-007-s-aston-martin-dbs ## Balenciaga: Balenciaga x Fortnite drop - URL: https://brandedgamingindex.com/entry/balenciaga-fortnite/ - ID: BGI-029 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Fashion & luxury - Year: 2021 - Region: Global Fortnite x Balenciaga marks the game's first luxury partnership and arrives with both digital and physical elements. Within the game, this is realized through skins and outfits within a virtual store that replicates physical Balenciaga retail spaces. Akin to the in-game concerts, this recreates a physical experience as an immersive digital experience for a new way to shop. Most of all, this makes arguably the most relevant high-fashion brand of the moment more accessible to a younger demographic. Sources: https://www.epicgames.com/fortnite/en-US/news/high-digital-fashion-drops-into-fortnite-with-balenciaga ## Ariana Grande: The Rift Tour - URL: https://brandedgamingindex.com/entry/ariana-grande-rift-tour/ - ID: BGI-028 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Music & artists - Year: 2021 - Region: Global Remember 'The Astronomical', the Travis Scott interactive concert in Fortnite? This is the 2021 version with Ariana Grande, in an even more grandiose way. The 'Rift Tour' event happened over the course of three days during which players could attends the 'live' concert and navigate through the experience. More happened in game, as Ariana Grande / Rift Tour branded items were made available in Fortnite for players to enjoy even after the show was over, while limited edition physical merch also dropped. Sources: https://youtu.be/gGYElBtjytU ## Deadmau5: Deadmau5 x CORE - URL: https://brandedgamingindex.com/entry/deadmau5-core/ - ID: BGI-027 - Type: Brand Integration - Platform: Console / PC - Game: CORE - Brand category: Music & artists - Year: 2021 - Region: Global CORE, the construction kit that wants to make accessible building your own game world in Unreal, partnered with deadmau5 to make a splash in the mainstream. The DJ superstar challenged his fans to build the best dystopian virtual world, for a chance to be featured in his latest music video, among other prizes. Deadmau also launched his own virtual world 'Oberhasli' with a live concert. The evolution from one-off music events (Travis Scott etc.) to more persistent artist worlds seems one to watch for in the next months. Sources: https://www.youtube.com/watch?v=c7QcMkP_gQc ## League of Legends: Arcane crossovers - URL: https://brandedgamingindex.com/entry/arcane-crossovers/ - ID: BGI-026 - Type: Brand Integration - Platform: Multi-platform - Game: Fortnite; PUBG Mobile; Among Us; Twitch - Brand category: Entertainment IP (film & TV) - Year: 2021 - Region: Global To draw attention to the launch of its animated Netflix series Arcane, characters of the show are crossing over with not just titles from its publisher Riot, but also 'competitors'. This includes some of the world's most popular games like Fortnite, PubG Mobile, AmongUs, as well as Twitch. For example, main character Jinx, followed by her sister Vi a month later, were sold as limited edition bundles in Fortnite, including a variety of cosmetic items and emotes, and were featured in Fortnite's lore content. ## BTS: Free Fire x BTS - URL: https://brandedgamingindex.com/entry/bts-free-fire/ - ID: BGI-023 - Type: Brand Integration - Platform: Mobile - Game: Free Fire - Brand category: Music & artists - Year: 2021 - Region: Global Korean pop sensation BTS is teaming up with Free Fire, a mobile battle royale game that is dominating most notably in Latin America and Asia. More than a simple skin drop, the partnership involves an exclusive music video, reimagining the hit 'Idol' in the Free Fire universe, as well as in-game cosmetics and emotes, designed by the BTS boys themselves. The game publisher Garena has also been releasing behind-the-scenes content showcasing the band playing the game, drawing costumes, and concepting emotes. Sources: https://dotesports.com/mobile/news/free-fire-x-bts-idol-music-video-out-now ## ANA: Game Chronicle - URL: https://brandedgamingindex.com/entry/ana-game-chronicle/ - ID: BGI-173 - Type: Advergame - Platform: Console / PC - Game: Game Chronicle (custom) - Brand category: Travel & tourism - Year: 2020 - Region: Japan As part of the 'Is Japan Cool?' content program putting every facets of Japanese culture on display to attract tourists to the country, ANA launched an interactive history of Japan's rich gaming heritage in the form of an online game. Game Chronicle sees its lead character travel through four decades of video game design, from 1980s 8-bit to 1990s 16-bit, through to present day graphics, the style of visuals in each section transforming to match their era. Sources: https://youtu.be/i31gplpYAqk?si=3WUxoV5gKzQobJE5 ## Burberry: B Surf - URL: https://brandedgamingindex.com/entry/burberry-b-surf/ - ID: BGI-172 - Type: Advergame - Platform: Mobile - Game: B Surf (custom) - Brand category: Fashion & luxury - Year: 2020 - Region: Global Following the release last year of the game 'B Bounce' to promote its new puffer jacket line and 'Ratberry' to celebrate the Chinese New Year, Burberry returns to gaming, this time with a multiplayer feature. B Surf is a surf game where players pick a board and dress their virtual character in outfits from the Monogram summer collection, before racing against each others on water. Various prizes can be unlocked, from in-game customization items to Monogram-themed exclusive products, including an actual limited-edition Burberry surfboard. Sources: https://www.zoemagazine.net/166049-burberry-b-surf/ ## Balenciaga: Afterworld: The Age of Tomorrow - URL: https://brandedgamingindex.com/entry/balenciaga-afterworld/ - ID: BGI-171 - Type: Advergame - Platform: Web / Browser - Game: Afterworld (custom) - Brand category: Fashion & luxury - Year: 2020 - Region: Global Unable to organise their fashion shows, luxury brands are taking new approaches, from Chanel's single-guest catwalk to Burberry's Twitch stream or Gucci's film festival GucciFest. Always one hype ahead, Balenciaga is launching the new fall collection through a 3D video game, titled 'Afterworld: The Age of Tomorrow'. Building on the brand's recent explorations with the concept of dystopia, players embark on a 2031 journey, moving through different near-future and post-apocalyptic zones. Along the way, they meet avatars wearing different outfits in the 'future in which it is intended to be worn.' Sources: https://videogame.balenciaga.com/en/ ## Reporters Without Borders: The Uncensored Library - URL: https://brandedgamingindex.com/entry/rsf-uncensored-library/ - ID: BGI-157 - Type: Gaming for Good - Platform: Console / PC - Game: Minecraft - Brand category: NGO & non-profit - Year: 2020 - Region: Global To circumvent the censorship from restrictive regimes, the NGO has produced an enormous virtual library in Minecraft. Hosted on its own server, the archive gives access to banned journalist work, from places such as Saudi Arabia or Russia. Sources: https://uncensoredlibrary.com/ ## United Nations: Blockdown Simulator - URL: https://brandedgamingindex.com/entry/un-blockdown/ - ID: BGI-156 - Type: Gaming for Good - Platform: Console / PC - Game: Minecraft - Brand category: NGO & non-profit - Year: 2020 - Region: Global Blockdown Simulator was made in Minecraft to teach people about the effective strategy of staying at home during a pandemic. The map is a village exposed to highly infectious Zombie Villagers that act as a simulator designed to educate players about the impact of a pandemic, its effects on healthcare services, and how various social measures can mitigate it. Sources: https://www.minecraft.net/en-us/article/let-s-play--blockdown-simulator ## Football Beyond Borders: Football Beyond Walls - URL: https://brandedgamingindex.com/entry/fbb-beyond-walls/ - ID: BGI-155 - Type: Gaming for Good - Platform: Console / PC - Game: FIFA 20 - Brand category: NGO & non-profit - Year: 2020 - Region: UK To support kids with mental health issues through the confinement, charity Football Beyond Borders decided to brings its mission within kid's home by creating Football Beyond Walls, a campaign that pairs young people and professional footballers for a game of FIFA20 and a meaningful conversation about their lives in lockdown. Sources: https://vimeo.com/415842166 ## Black Lives Matter: Black Lives Matter loading screen - URL: https://brandedgamingindex.com/entry/blm-warzone/ - ID: BGI-154 - Type: Gaming for Good - Platform: Console / PC - Game: Call of Duty: Warzone - Brand category: Games & publishers - Year: 2020 - Region: US Part of a larger statement that denounces racism and injustice, Activision updated its Call Of Duty games to present a Black Lives Matter message during loading screens. Sources: https://www.polygon.com/2020/6/5/21279630/call-of-duty-modern-warfare-warzone-black-lives-matter ## Riot Games: Gamers' Mental Health Hotline - URL: https://brandedgamingindex.com/entry/riot-mental-health/ - ID: BGI-153 - Type: Gaming for Good - Platform: Multi-platform - Game: League of Legends - Brand category: Games & publishers - Year: 2020 - Region: US Riot Games is partnering with non-profit organization Crisis Text Line to provide a text-based hotline for gamers facing mental health crises. Players can connect with a trained counselor 24/7 via SMS. The initiative follows a partnership with Active Minds, which used the League of Legends Esports events to raise awareness for mental health issues, telling stories of pro players on their own mental health journey. Sources: https://www.riotgames.com/en/news/providing-mental-health-support-with-crisis-text-line#:~:text=Starting%20today%20players%20in%20the,Crisis%20Text%20Line%20at%20741741. ## Facebook Gaming: Stay At Home Mario Tennis Slam - URL: https://brandedgamingindex.com/entry/facebook-gaming-mario-tennis/ - ID: BGI-151 - Type: Gaming for Good - Platform: Streaming / Twitch - Game: Mario Tennis Aces - Brand category: Media & streaming - Year: 2020 - Region: US During the confinement, streaming platform Facebook Gaming organised a Mario Tennis charity tournament that paired up celebrities with tennis champions for a series of live-streamed matches. The likes of Gigi Hadid, Hailey Bieber, Venus & Serena Williams or Maria Sharapova competed, while tennis legend John McEnroe and YouTube star iJustine provided commentary. All competitors received $25k to donate to a charity of their choice, while the grand winner was granted an additional $1M donation. Sources: https://www.theverge.com/2020/4/29/21241430/facebook-gaming-tennis-celebrity-tournament-serena-williams-naomi-osaka ## A.O.C. (Alexandria Ocasio-Cortez): Among Us Fundraiser - URL: https://brandedgamingindex.com/entry/aoc-among-us/ - ID: BGI-149 - Type: Gaming for Good - Platform: Streaming / Twitch - Game: Among Us - Brand category: Public figures & politics - Year: 2020 - Region: US After making a huge splash in her Twitch debut, US Rep Alexandria Ocasio-Cortez returned to the platform for a +5h livestream playing Among Us, helping to raise $200K USD for local food pantries, eviction defense legal aid & community support organizations. With peaks at 100k viewers, the game session featured the leader of Canada's Democratic Party and other popular streamers, complete with a guest appearance of AOC's French bulldog Deco. Sources: https://www.theguardian.com/games/2020/oct/22/alexandria-ocasio-cortez-ilhan-omar-among-us-twitch-stream-aoc ## Global Pride: Global Pride Crossing - URL: https://brandedgamingindex.com/entry/global-pride-crossing/ - ID: BGI-148 - Type: Gaming for Good - Platform: Console / PC - Game: Animal Crossing: New Horizons - Brand category: NGO & non-profit - Year: 2020 - Region: Global With the cancellation of pride events around the world, the 'Global Pride Crossing' initiative invited players of Animal Crossing to participate in virtual celebrations and host Pride parades on their islands. The virtual festival is one of the activities supporting Global Pride 2020, a partnership between different LGBT rights organizations in response to Covid. On Pride day itself, Twitch creators could live-stream their game sessions and pride activities, in an effort to raise funds for LGBT organizations. Sources: https://www.youtube.com/watch?v=ZQOR4bLXygI ## SpecialEffect: Battle of the Brands - URL: https://brandedgamingindex.com/entry/specialeffect-battle-of-brands/ - ID: BGI-146 - Type: Gaming for Good - Platform: Console / PC - Game: Fall Guys - Brand category: NGO & non-profit - Year: 2020 - Region: UK The 'Battle of the Brands' worked like an auction. Brands could bid how much they'd donate to SpecialEffect, a charity for gamers with disabilities. After two weeks, the highest bidder would get to be represented in the game via a new skin. The campaign came to a close with last minute $1M donation from world's biggest streamer Ninja, who teamed up with other players from the gaming world: MrBeast (streamer), G2 (esports team) and AimLab (gaming software). Sources: https://gamerant.com/fall-guys-charity-donation-battle-of-the-brands/ ## BMW: United in Rivalry - URL: https://brandedgamingindex.com/entry/bmw-united-in-rivalry/ - ID: BGI-124 - Type: Esports Partnership - Platform: Esports - Game: Cloud9; Fnatic; FunPlus Phoenix; G2; T1 - Brand category: Automotive - Year: 2020 - Region: Global BMW is partnering with five of the world's top esports organisations: Cloud 9 (US), Fnatic (UK), Funplus Phoenix (China), G2 Esports (Germany) and T1 (South Korea). Beyond the usual sponsorships perks (including official team vehicles) the car maker provides tech support, helping the teams to build more advanced hardware and software for their fans. Sources: https://www.press.bmwgroup.com/global/article/detail/T0307496EN/%E2%80%9Cunited-in-rivalry%E2%80%9D-%E2%80%93-bmw-teams-up-with-world%E2%80%99s-leading-esports-teams?language=en ## NBA 2K: NBA Players Tournament - URL: https://brandedgamingindex.com/entry/nba2k-players-tournament/ - ID: BGI-122 - Type: Esports Partnership - Platform: Esports - Game: NBA 2K20 - Brand category: Sports leagues & teams - Year: 2020 - Region: US NBA2K brought 16 of the best in the league together virtually to crown the NBA 2K20 Players Champion. Current players – including top seeds Kevin Durant of the Brooklyn Nets and Trae Young of the Atlanta Hawks – competed in an NBA players-only tournament on Xbox One. On the line for the competitors - $100K for their charity of choice, and the title of NBA 2K20 Players Champion. Sources: https://nba.2k.com/en-US/news/first-ever-nba-2k-players-tournament/ ## Gucci: The Dive Watch - URL: https://brandedgamingindex.com/entry/gucci-fnatic-dive/ - ID: BGI-119 - Type: Esports Partnership - Platform: Esports - Game: Fnatic - Brand category: Fashion & luxury - Year: 2020 - Region: Global Gucci and Fnatic have partnered for a drop of limited-edition dive watches. The timepiece features the logo and signature black and orange colors of the team. To support the launch, a brand film was released and a Fnatic-branded mini-game is expected to hit the Gucci Arcade, the section of the Gucci app dedicated to gaming. Available through the Gucci store, the 100 watches were sold out in less than 48 hours. Sources: https://www.youtube.com/watch?v=sdBA9JU_L40 ## Mercedes-Benz: Icons of a New Gen - URL: https://brandedgamingindex.com/entry/mercedes-icons/ - ID: BGI-118 - Type: Esports Partnership - Platform: Esports - Game: League of Legends Esports - Brand category: Automotive - Year: 2020 - Region: Global Already serving as a sponsor for the Chinese league since 2018, Mercedes-Benz is taking its partnership global to become the exclusive automotive partner for League of Legends. The deal covers three major Esports events but extends way beyond traditional sponsoring. Mercedes logos will be seen on in-game banners and items such as loot boxes. The brand will also be able to create a variety of branded content and ads featuring the LoL characters, such as the recently released 'Icons of a New Generation' commercial. Sources: https://www.youtube.com/watch?v=_cBAj4X0tV8 ## Nike: Next Level Camp - URL: https://brandedgamingindex.com/entry/nike-next-level/ - ID: BGI-116 - Type: Esports Partnership - Platform: Esports - Game: League of Legends (LPL) - Brand category: Sportswear & footwear - Year: 2020 - Region: China In a year of cancelled sporting events, Nike continues its big push into Chinese Esports, airing a first commercial fully dedicated to Esports, ahead of the LoL World Championship in Shanghai. In the ad, aspiring pro gamers join a special bootcamp to train in everything but gaming (physical, mental, nutrition), conveying the message that strengthening their bodies and minds can take their game to the next level. Nike also released a short web documentary detailing the impact that long hours of training may have on players' health. Sources: https://www.youtube.com/watch?v=UXO2Xd6oroE ## Overwatch: Jeff Staple OW League Jerseys - URL: https://brandedgamingindex.com/entry/overwatch-staple-jerseys/ - ID: BGI-113 - Type: Esports Partnership - Platform: Esports - Game: Overwatch League - Brand category: Games & publishers - Year: 2020 - Region: Global If streetwear and Esports seem more intertwined than ever, team jerseys had not been thought about in meaningful ways, in many cases resembling skin-tight football kits, only with poor graphics and rarely fitting the body types of pro gamers. Overwatch worked with legendary streetwear designer Jeff Staple to design the League's own set of team jerseys through a fashion lens. The kits were engineered to accommodate everyone's physiques, while increasing wearability and breathability during gameplay. The full 'Champions collection' also includes a tee, hat, hoodie and bomber. Sources: https://overwatchleague.com/en-us/news/23277659 ## Adidas: Adidas Play Connected - URL: https://brandedgamingindex.com/entry/adidas-play-connected/ - ID: BGI-100 - Type: Brand Activation - Platform: Physical / IRL - Game: FIFA Mobile - Brand category: Sportswear & footwear - Year: 2020 - Region: Global Adidas launched GMR, a football insole powered by a Google Jacquard smart chip. Placed in player's boots, it tracks your moves on the pitch and syncs the data right into FIFA Mobile. The better you play in the real world, the better your team gets in the FIFA game. Sources: https://www.youtube.com/watch?v=O8rp60nR_sw ## Fragment Design: Cyberpunk 2077 x Fragment Design - URL: https://brandedgamingindex.com/entry/fragment-cyberpunk/ - ID: BGI-098 - Type: Brand Activation - Platform: Physical / IRL - Game: Cyberpunk 2077 - Brand category: Games & publishers - Year: 2020 - Region: Global The debacle surrounding the release of Cyberpunk 2077, eventually pulled from the Playstation Store due to performance issues on last-gen consoles, sure didn't prevent the success of its fashion collab with Hiroshi Fujiwara, the aptly named Godfather of Streetwear and overall one-man hype machine. The line of clothing and accessories merged the streetwear sensibilities of its own imprint, Fragment Design, with the sci-fi aesthetic of the game. Once the collection sold out, Cyberpunk 2077 also worked with fashion media Hypebeast to give away a few extra pieces through Instagram. Sources: https://hypebeast.com/2020/12/cyberpunk-2077-collaboration-collection-release-details ## Billionaire Boys Club: Billionaire Boys Club x CDL - URL: https://brandedgamingindex.com/entry/bbc-cdl/ - ID: BGI-097 - Type: Brand Activation - Platform: Physical / IRL - Game: Call of Duty League - Brand category: Fashion & luxury (streetwear) - Year: 2020 - Region: US Pharrell William's streetwear brand Billionaire Boys Club is releasing a limited-edition capsule collection in collaboration with the Call of Duty League, the official Esports championship of the franchise. While this is a first foray into gaming for the fashion label, Call of Duty's street cred seems to catch up with the competition, having recently started to bring together Esports, fashion and music, throughout Call of Duty League's inaugural season. Sources: https://www.complex.com/style/2020/08/billionaire-boys-club-call-of-duty-league-collection ## M.A.C: M.A.C x Honor of Kings cosmetics - URL: https://brandedgamingindex.com/entry/mac-honor-of-kings/ - ID: BGI-095 - Type: Brand Activation - Platform: Physical / IRL - Game: Honor of Kings - Brand category: Beauty & fragrance - Year: 2020 - Region: China Following the release of five limited edition lipsticks last year in China, MAC cosmetics renewed its partnership with Tencent's Honor of King (aka Arena of Valor in the West) for a new male-inspired limited-edition collection, including highlighters, lipsticks, eyeshadow palettes. Given the cult players have for customising their virtual characters, and how much the mobile game is a hit in the cosplay community, the collabs were an instant success. Available exclusively online, the products sold out in less than 24 hours across all sales channels (MAC website, Tmall, WeChat). Sources: https://www.malaymail.com/news/life/2020/04/30/mac-cosmetics-launches-honor-of-kings-makeup-line/1861535 ## Playstation: Playstation x Cactus Jack - URL: https://brandedgamingindex.com/entry/playstation-cactus-jack/ - ID: BGI-094 - Type: Brand Activation - Platform: Physical / IRL - Game: PS5 - Brand category: Games & hardware - Year: 2020 - Region: Global The first couple of ads for the new PS5 were forgettable, to say the least. Good thing Sony also signed Travis Scott as a 'strategic creative partner'. Ahead of the launch, Travis dropped a 10-min short film featuring new gameplay footage as well as a series of random cuts, from him playing on a giant screen in the desert and giving away consoles to random kids, to a James Blake performance. Last but not least, Travis launched of a Playstation-themed fashion collab, including limited Nike Dunk Low sneakers. With only 5 pairs in the world, these became some of the most sought-after footwear. Sources: https://www.theverge.com/2020/11/13/21564067/travis-scott-playstation-5-ps5-unboxing-short-movie ## Sentosa: Escaping to Sentosa Island - URL: https://brandedgamingindex.com/entry/sentosa-animal-crossing/ - ID: BGI-047 - Type: Brand Integration - Platform: Console / PC - Game: Animal Crossing: New Horizons - Brand category: Travel & tourism - Year: 2020 - Region: Singapore As tourism has been one of the worst-hit sectors by the pandemic, Sentosa created a virtual retreat where the Animal Crossing avatars can experience the attractions and facilities that can be found in the real-world island resort, thus bringing to players its promise to provide guests with an escape. Sources: https://hypebeast.com/2020/5/singapore-sentosa-island-animal-crossing-new-horizons-marketing-branding ## Travis Scott: Astronomical - URL: https://brandedgamingindex.com/entry/travis-scott-astronomical/ - ID: BGI-043 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Music & artists - Year: 2020 - Region: Global Unable to perform live in 2020, Travis Scott partnered with Fornite to produce a series of digital concerts. The 10-min show could be joined by 100 players per lobby and featured a giant-sized avatar of the artist rapping in mesmerising decors, while players could run around to add just enough interactivity. Not just a digitized version of a concert, it offered an experience only these virtual spaces can, watched by millions, while official merchandising (both digital and physical) sold out in minutes. Sources: https://www.youtube.com/watch?v=wYeFAlVC8qU ## Gorillaz: Gorillaz x Animal Crossing concert - URL: https://brandedgamingindex.com/entry/gorillaz-animal-crossing/ - ID: BGI-041 - Type: Brand Integration - Platform: Console / PC - Game: Animal Crossing: New Horizons - Brand category: Music & artists - Year: 2020 - Region: Global As a further reminder that Gorillaz is to some extend the 'original virtual band', creators Damon Albarn and Jamie Hewlett performed alongside Beck from inside Animal Crossing. The virtual avatars sat down for an interview and took the stage as musical guests for 'Animal Talking', Gary Whitta's talk show held entirely inside the game. Gorillaz earlier announced 'Song Machine Live', a series of live-streamed concerts and first live performances since 2018. Sources: https://www.dazeddigital.com/music/article/50879/1/watch-gorillaz-perform-songs-from-their-new-album-on-animal-crossing ## Lil Nas X: Lil Nas X Roblox concert - URL: https://brandedgamingindex.com/entry/lil-nas-x-roblox/ - ID: BGI-040 - Type: Brand Integration - Platform: Roblox - Game: Roblox - Brand category: Games & publishers - Year: 2020 - Region: Global In an attempt to rival Fortnite as an event space, Roblox gathered a cumulative viewership of 33M people as a motion-captured incarnation of rapper Lil Nas X performed four in-game shows over two days. If the capabilities of the Roblox 3D engine may not be as impressive as Fortnite's Unreal, the success of the event proved once again the appetite of gamers for new ways to hang out in their virtual worlds. The digital concert came complete with virtual merch to buy and free 'Old Town Road' cowboy hats for everyone. Earlier this year, Roblox launched 'Party Place', a game mode for private virtual meetups. Sources: https://www.pcgamer.com/lil-nas-xs-roblox-concert-has-been-viewed-33-million-times/ ## Gucci: Tennis Clash collab - URL: https://brandedgamingindex.com/entry/gucci-tennis-clash/ - ID: BGI-038 - Type: Brand Integration - Platform: Mobile - Game: Tennis Clash - Brand category: Fashion & luxury - Year: 2020 - Region: Global Gucci has partnered with mobile tennis game Tennis Clash to release a series of outfits, available both in the game and in real life. When buying the virtual look in the app, the game links with the Gucci store to shop its physical version. To support the collab, a Gucci in-game tournament was also organised, complete with a monogram-branded court and racquets. Sources: https://www.itsnicethat.com/news/gucci-tennis-clash-fashion-digital-290520 ## Gucci: Off The Grid - URL: https://brandedgamingindex.com/entry/gucci-off-the-grid/ - ID: BGI-037 - Type: Brand Integration - Platform: Console / PC - Game: The Sims 4 - Brand category: Fashion & luxury - Year: 2020 - Region: Global Gucci partnered with two renowned custom content creators from the Sims community, Grimcookies and Harrie, to recreate the Off The Grid collection inside the game. In-real-life the clothing is made of recyclable and sustainably sourced materials, and in-game it gives Sims characters a boost in mood score and green eco-footprint. Two official trailers were released by Gucci, while the creators - who happen to be also quite big on YouTube - made tutorial and behind-the-scenes videos. Sources: https://www.youtube.com/watch?v=Di71SX0GU1U&feature=emb_logo ## NBA2K21: Streetwear Drops - URL: https://brandedgamingindex.com/entry/nba2k-streetwear/ - ID: BGI-033 - Type: Brand Integration - Platform: Console / PC - Game: NBA 2K21 - Brand category: Games & publishers - Year: 2020 - Region: Global Basketball and streetwear have been long intertwined, even more today as the NBA tunnel turned into a fashion runway. If NBA 2k already has a number of pretty dope cultural mashups, from Spike Lee directing the game cinematics to Jay-Z curating the soundtrack, it is now enabling top streetwear designers to drop their virtual drip inside the game. Building on the fashion integrations from last year, NBA 2k21 collaborated even more closely with a solid selection of partner brands, from BAPE to Chinatown Market or Palm Angels, for a series of exclusive custom items, shoppable through the in-game apparel stores of the game. Sources: https://hypebeast.com/2020/12/nba2k21-ronnie-2k-designer-in-game-drops-feature-video ## Stormzy: Rainfall Music Video - URL: https://brandedgamingindex.com/entry/stormzy-rainfall/ - ID: BGI-032 - Type: Brand Integration - Platform: Console / PC - Game: Watch Dogs: Legion - Brand category: Music & artists - Year: 2020 - Region: UK British rapper Stormzy released the music video for his new track Rainfall, created entirely within Ubisoft's new Watch Dogs game. The grime artist also appears inside the game as part of a mission inspired by the track's lyrics, as players must help secure a national broadcast for the song. A match made in heaven between a game inviting players to ignite a revolution in a dystopian London, and the activist rapper, who made the cover of Time magazine as a 'next generation leader'. Sources: https://www.itsnicethat.com/news/stormzy-rainfall-music-video-ubisoft-digital-animation-261020 ## Miu Miu: Be The First Woman - URL: https://brandedgamingindex.com/entry/miu-miu-first-woman/ - ID: BGI-176 - Type: Advergame - Platform: Mobile - Game: Be The First Woman (custom; WeChat) - Brand category: Beauty & fragrance - Year: 2019 - Region: China To accompany the ad, a space odyssey promoting Miu Miu new perfume, the brand created a mobile game optimized for WeChat that invites players on an 8-bit adventure inspired by the film aesthetic and challenging them to become the first woman on the Miun. Sources: https://www.miumiu.com/miumiu-twist/en/ ## Louis Vuitton: Endless Runner - URL: https://brandedgamingindex.com/entry/louis-vuitton-endless-runner/ - ID: BGI-175 - Type: Advergame - Platform: Mobile - Game: Endless Runner (custom) - Brand category: Fashion & luxury - Year: 2019 - Region: Global Player run in the retro-style Endless Runner game by jumping over sidewalk obstacles and collecting Louis Vuitton tokens. The game's debut coincided with the Collection's launch in stores and online, and sees players revisiting the New York City set of Virgil Abloh's Men's Fall-Winter 2019 Fashion Show that took place in Paris earlier in that year. Sources: https://www.instagram.com/p/Bz6MLKIIOzh/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== ## KFC: I Love You Colonel Sanders - URL: https://brandedgamingindex.com/entry/kfc-love-colonel/ - ID: BGI-174 - Type: Advergame - Platform: Console / PC - Game: I Love You Colonel Sanders (custom) - Brand category: QSR & restaurants - Year: 2019 - Region: US Dating sims are romance simulators where the goal is to manage your romantic relationships with manga-type characters. Highly popular in Japan, they are starting to find their niche outside of Asia. KFC released a Dating Simulator where you play a promising culinary student, as you try to date your classmate, Colonel Sanders. Available for free on Steam, the reviews are good, except for this one: 'No matter which ending you get, you do NOT get to see Colonel Sanders naked. 0/10' Sources: https://store.steampowered.com/app/1121910/I_Love_You_Colonel_Sanders_A_Finger_Lickin_Good_Dating_Simulator/ ## Z Event: Charity Gaming - URL: https://brandedgamingindex.com/entry/z-event/ - ID: BGI-158 - Type: Gaming for Good - Platform: Streaming / Twitch - Game: Multiple - Brand category: NGO & non-profit - Year: 2019 - Region: France A charity event organized on Twitch where top French streamers gather in a room for 2 days and play games to collect donations for a partner NGO. More than €3.5M were raised in 2019 for the Pasteur Institute, becoming the world record for a charity stream on Twitch. Top donators included the world's top streamer Ninja or Riot Games, the developer of League Of Legends. UPDATE: €10M+ have been raised in the 2022 edition of the Z Event. Sources: https://zevent.fr/ ## WWF: #NOBUILD Challenge - URL: https://brandedgamingindex.com/entry/wwf-nobuild/ - ID: BGI-152 - Type: Gaming for Good - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: NGO & non-profit - Year: 2019 - Region: France In Fortnite, exploiting natural resources such as wood, stone and metal is a key part of the gameplay. So WWF challenged players to adopt new rules and play without building, in an effort to highlight the danger of our planet's natural resources exhaustion. The NGO partnered with pro-team Solary to kick things off on Twitch, while matchmaking tool buildfight.com allowed to play on custom maps showing the damages on the planet. Sources: https://www.wwf.fr/nobuildchallenge ## Xbox: Changing The Game - URL: https://brandedgamingindex.com/entry/xbox-changing-the-game/ - ID: BGI-150 - Type: Gaming for Good - Platform: Console / PC - Game: Xbox Adaptive Controller - Brand category: Games & hardware - Year: 2019 - Region: US Microsoft created the Xbox Adaptive Controller, a device designed to help people with disabilities play video games. The product was introduced in a Super Bowl commercial, focussing on passionate young gamers, inspiring waves of people with disabilities to join the gaming community and level the playing field. Sources: https://www.youtube.com/watch?v=rY67yz9FtHQ ## Unibet: The Sixth Man - URL: https://brandedgamingindex.com/entry/unibet-sixth-man/ - ID: BGI-131 - Type: Esports Partnership - Platform: Esports - Game: Astralis / CS:GO - Brand category: Betting & gaming - Year: 2019 - Region: Denmark To promote the new partnership with Esports team Astralis, Unibet launched a campaign celebrating the 'sixth man'. In traditional eleven-a-side sports, the 12th man refers to the fans. Unibet highlighted that the same fan passion and expertise can be found in Esports, with a scene all (e)sport fans will recognize: post-game commentaries. Sources: https://youtu.be/MY6zwLu9IFo ## Red Bull: Against the Odds - URL: https://brandedgamingindex.com/entry/red-bull-against-the-odds/ - ID: BGI-130 - Type: Esports Partnership - Platform: Esports - Game: Dota 2 (OG / The International) - Brand category: Beverages - Year: 2019 - Region: Global Red Bull certainly knows how to tell a good underdog story and there is no shortage of these tales in Esports. The already cult 80-min documentary 'Against The Odds' follows Ceb and his teammates as they fight through to win 'The International' for the first time. This Dota 2 tournament happens to be the largest prize pool in Esports. Sources: https://www.youtube.com/watch?v=bdgTa9ni4S8 ## Lenovo: The Baptizer - URL: https://brandedgamingindex.com/entry/lenovo-baptizer/ - ID: BGI-129 - Type: Esports Partnership - Platform: Esports - Game: Counter-Strike: GO - Brand category: Tech & hardware - Year: 2019 - Region: Sweden For competitive gamers, their nicknames and gamertags have become part of their identities over the years. So with a legendary pro Counter-Strike player, 'Heaton', in place of a priest, an esports tournaments as substitute for the sacred Masses, Lenovo organised a series of gamers' Baptisms. The ritual was followed by actual administrative paperwork, allowing gamers to add their nickname as their legal name with the Swedish Tax Office. Sources: https://www.youtube.com/watch?v=9XkCR985GZk ## Team Secret: AFK Craft Beer - URL: https://brandedgamingindex.com/entry/team-secret-afk-beer/ - ID: BGI-128 - Type: Esports Partnership - Platform: Esports - Game: Team Secret - Brand category: Esports orgs - Year: 2019 - Region: Europe As a mean to expand their business all while differentiating from the typical energy drink sponsorship, Team Secret launched a craft beer in partnership with the Levante Brewery. Named after the gamer slang AFK ('Away From Keyboard') it hopes to be the drink one reach when away from their keyboard. Sources: https://teamsecret.gg/2019/09/10/we-are-afk/ ## HP Omen: Gamewave Scanner - URL: https://brandedgamingindex.com/entry/hp-omen-gamewave/ - ID: BGI-127 - Type: Esports Partnership - Platform: Esports - Brand category: Tech & hardware - Year: 2019 Research has demonstrated that gaming can effectively train and positively impact the brain, yet video games still very much often serve as a scapegoat for whatever ails the youth. HP created a live performance powered by the minds of casual and pro players alike, using brain-scanning tech to show in real time how gaming improves brain capabilities such as focus, mental stamina or memory. Sources: https://www.youtube.com/watch?v=Ql90topolkE ## Turtle Beach: Smack Talk - URL: https://brandedgamingindex.com/entry/turtle-beach-smack-talk/ - ID: BGI-126 - Type: Esports Partnership - Platform: Esports - Game: Astralis - Brand category: Tech & hardware - Year: 2019 - Region: Denmark To promote their gaming headset gear, Turtle Beach helped Esports team Astralis to improve on one crucial skill in competitive gaming: trash-talk. To do so, they introduced the Danish team to Dr. Disrespect, one of the most famous gaming streamers, well known to be a ruthless trash-talker. Sources: https://www.youtube.com/watch?v=harJ1GITqLM ## KFC: Colonel KI - URL: https://brandedgamingindex.com/entry/kfc-colonel-ki/ - ID: BGI-125 - Type: Esports Partnership - Platform: Esports - Game: League of Legends (LPL) - Brand category: QSR & restaurants - Year: 2019 - Region: China To become more than just a sponsor in China, KFC partnered with a data company to create an algorithm able to predict outcomes of League of Legends games in real time. The AI proved to be so accurate gamers made it a part of their fan experience, and a trending topic on Weibo. Sources: https://www.youtube.com/watch?v=D24VUHdRALI ## AXE: What's Your Move - URL: https://brandedgamingindex.com/entry/axe-whats-your-move/ - ID: BGI-123 - Type: Esports Partnership - Platform: Esports - Game: League of Legends Esports - Brand category: CPG (health & personal care) - Year: 2019 - Region: Europe As new global sponsor for the League of Legends events, AXE launched the 'What's Your Move' campaign, which kicked off with the 'Talking Can' stunt (a speaker-equipped deodorant delivering lines from the game when sprayed). The effort also featured a couple of brand films and various in-tournament events, including an AR experience in Madrid and RFID-enabled treasure hunt in Paris. Sources: https://www.youtube.com/watch?v=g2ZKJSHINZ0&feature=emb_logo ## Lenovo: The Silver Sniper - URL: https://brandedgamingindex.com/entry/lenovo-silver-sniper/ - ID: BGI-121 - Type: Esports Partnership - Platform: Esports - Game: Counter-Strike: GO - Brand category: Tech & hardware - Year: 2019 - Region: Sweden To reinforce its message that gaming is for everyone, Lenovo formed a Counter Strike team comprised of elderly people and coached by a former pro Counter-Strike player. Not only they managed to beat some (younger) teams, they became ambassadors for the older generations, getting more seniors to form esport teams. Effectively demonstrating that everyone can be a gamer. Sources: https://www.youtube.com/watch?v=NUCKnOWCtEA ## Bumble: Team Bumble - URL: https://brandedgamingindex.com/entry/bumble-team/ - ID: BGI-120 - Type: Esports Partnership - Platform: Esports - Game: Fortnite (Gen.G) - Brand category: Dating & social apps - Year: 2019 - Region: US Online dating and gaming communities face a common challenge: they can be quite toxic environments for women. On its mission to advance gender equality and empower women, Bumble partnered with Esports organization Gen.G to launch an all-female Fortnite team. New in-app features enabling female gamers to connect through the app were also introduced, remembering people Bumble is more than a dating app. Sources: https://www.youtube.com/watch?v=6lTIGxJK-mI ## Nike: Dribble & Carry - URL: https://brandedgamingindex.com/entry/nike-dribble-carry/ - ID: BGI-117 - Type: Esports Partnership - Platform: Esports - Game: League of Legends (LPL) - Brand category: Sportswear & footwear - Year: 2019 - Region: China If you've got a body, you're an athlete. Nike tapped into the influence of Esports for the first time with pro player Jian 'Uzi' Zihao. The League of Legends gamer stars in Lebron James' 'Dribble &', a campaign aimed at inspiring young Chinese athletes to keep following all of their passions, sports, and otherwise. In Esports, 'to carry' refers to a single player pushing its team to victory. Sources: https://www.sportspro.com/news/esports-and-digital-sport/nike-jian-zihao-esports-endorsement-lebron-james/ ## League of Legends: IAB Studio - URL: https://brandedgamingindex.com/entry/lol-iab-studio/ - ID: BGI-099 - Type: Brand Activation - Platform: Physical / IRL - Game: League of Legends - Brand category: Games & publishers - Year: 2019 - Region: Global True Damage is a virtual hip-hop group made up of fictional League of Legends characters. With a concept somewhat reminiscent of Gorillaz, the band is composed of five artists from around the world, including latin pop star Becky G, k-pop icon SOYEON or American singer-actress Keke Palmer. If Riot has been releasing music and matching skins for years now, the True Damage project is mixing realities in new ways with the release of its own fashion collection, through a collab with Korean streetwear brand IAB Studio. Sources: https://hypebeast.com/2020/5/league-of-legends-true-damage-iab-studio-riot-games-merch-collection ## Louis Vuitton: League of Legends x Louis Vuitton - URL: https://brandedgamingindex.com/entry/louis-vuitton-lol/ - ID: BGI-096 - Type: Brand Activation - Platform: Physical / IRL - Game: League of Legends - Brand category: Fashion & luxury - Year: 2019 - Region: Global Official trophy case partner for the League Of Legends World championships, Louis Vuitton released an exclusive capsule collection, designed under the artistic direction of Nicolas Ghesquiere. Including physical ready-to-wear, accessories, shoes and an array of virtual skins to unlock in the game, the fashion combined the aesthetic of LOL with some of the designer's most recognisable pieces and patterns, both in-game and IRL. Sources: https://eu.louisvuitton.com/eng-e1/magazine/articles/louis-vuitton-x-league-of-legends#the-film ## Stranger Things: Stranger Things Crossovers - URL: https://brandedgamingindex.com/entry/stranger-things-crossovers/ - ID: BGI-050 - Type: Brand Integration - Platform: Multi-platform - Game: Roblox; Fortnite - Brand category: Entertainment IP (film & TV) - Year: 2019 - Region: Global The marketing around the season 3 of Stranger Things was prolific, including 75 brand partnerships, and the activations taking place in video games were no less impressive. The campaign kicked off on Roblox, where limited-time items could be earned by solving daily puzzles. The pre-launch teasing continued on Fortnite, as mysterious portals appeared the day before the premiere, followed by the release of exclusive limited-edition skins. Sources: https://techcrunch.com/2019/07/02/netflixs-stranger-things-comes-to-roblox-ahead-of-its-july-4-premiere/ ## Adidas: Adidas 8-bits launch in MLB - URL: https://brandedgamingindex.com/entry/adidas-8bits/ - ID: BGI-048 - Type: Brand Integration - Platform: Console / PC - Game: MLB The Show; Snapchat - Brand category: Sportswear & footwear - Year: 2019 - Region: US To promote its new 8-bits-themed baseball boots, Adidas orchestrated an entire launch within video games. The cleats debuted virtually into the number one baseball game franchise on Playstation 'MLB: The Show' through a game patch. Meanwhile on Snapchat, the brand introduced a retro-type baseball game, which marked the first time Snap allowed users to buy a retail product directly from a Snapchat game. Sources: https://www.highsnobiety.com/p/adidas-snapchat-game-8-bit-baseball-cleats/ ## Air Jordan: Jordan Jumps into Fortnite - URL: https://brandedgamingindex.com/entry/jordan-fortnite/ - ID: BGI-044 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: Sportswear & footwear - Year: 2019 - Region: Global Fortnite had already introduced brand partnerships involving limited-time items and game modes (John Wick, Star Wars, Avengers). But the Jordan collaboration took things further with a skateboarding game, no guns allowed. Players could complete various challenges to unlock extra goodies and buy a variety of beautification items. Crucially, Fortnite proved that other brands than hollywood action movies could successfully appear into Fortnite. Sources: https://www.epicgames.com/fortnite/en-US/news/game-recognize-game ## Burger King: Stevenage Challenge - URL: https://brandedgamingindex.com/entry/burger-king-stevenage/ - ID: BGI-042 - Type: Brand Integration - Platform: Console / PC - Game: FIFA 20 - Brand category: QSR & restaurants - Year: 2019 - Region: UK While sponsorship deals in football have seen outrageous increases, Burger King became the front-of-shirt sponsor of an obscure 4th division club. The goal: make them the world's most popular team in Fifa 20. For that, the brand launched the 'Stevenage Challenge' inviting players to select Stevenage FC, complete a series of challenges and share videos for a chance to win prizes. A challenger brand backing the underdog, Burger King saw Stevenage reach cult status, becoming the most used team in 'career mode', while jerseys sold out IRL. Sources: https://www.youtube.com/watch?v=7qjIcK-cvbg ## Nike: React Land - URL: https://brandedgamingindex.com/entry/nike-react-land/ - ID: BGI-177 - Type: Advergame - Platform: Physical / IRL - Game: React Land (custom; in-store) - Brand category: Sportswear & footwear - Year: 2018 - Region: China Traditional product trial experience in retail is often quite boring and communicates product benefits in a rather dry fashion. To communicate the feeling of Nike REACT technology, Nike launched an immersive video game experience in store where people can trial the shoes, transform themselves into the game's main character and enter a fantastic land populated by the soft springy characteristics of Nike REACT. Sources: https://www.youtube.com/watch?v=JJliIaKTtEo ## Aquaman: Aquaman's Home is Calling - URL: https://brandedgamingindex.com/entry/aquaman-roblox/ - ID: BGI-049 - Type: Brand Integration - Platform: Roblox - Game: Roblox - Brand category: Entertainment IP (film & TV) - Year: 2018 - Region: Global To promote its new superhero movie ahead of the premiere, Warner Bros worked with Roblox to build the city of Atlantis in the sandbox game. The community of players could work together to accomplish a set of missions, unlocking new stages and various limited edition items. Over its lifetime, the game received 9 million individual play sessions. Sources: https://blog.roblox.com/2018/11/seven-seas-adventure-await-aquaman-event/ ## Wendy's: Keeping Fortnite Fresh - URL: https://brandedgamingindex.com/entry/wendys-fresh/ - ID: BGI-045 - Type: Brand Integration - Platform: Fortnite / UEFN - Game: Fortnite - Brand category: QSR & restaurants - Year: 2018 - Region: US When Fortnite announced a special mode allowing players to join either Team Burger or Pizza, and that virtual burgers were stored in freezers, Wendy's saw the opportunity to spread one of its key message: never-frozen beef. The fast food brand went on a battle to destroy all virtual freezers, not players. It became such a thing to do in the game, that Fortnite eventually decided to remove all freezers. Sources: https://www.youtube.com/watch?v=DhdQmDKTBgI ## Coca-Cola: The Playable Billboard - URL: https://brandedgamingindex.com/entry/coca-cola-playable-billboard/ - ID: BGI-166 - Type: Advergame - Platform: Physical / IRL - Game: Pong (custom) - Brand category: Beverages - Region: US Coca-Cola has created a unique interactive experience in Times Square by transforming its iconic billboard into a playable version of the classic game Pong. Playing into the nostalgia of retro gaming to try to breakthrough in the most overcrowded environment for a billboard that could possibly exist, Times Square. Sources: https://adage.com/creativity/work/coca-cola-created-pong-game-times-square-billboard/2556151 ## Balenciaga: Snake Game - URL: https://brandedgamingindex.com/entry/balenciaga-snake/ - ID: BGI-162 - Type: Advergame - Platform: Web / Browser - Game: Snake (custom) - Brand category: Fashion & luxury - Region: Global In a long (albeit recent) history of using gaming to present and promote their latest collection, Balenciaga has created a new game emulating the huge iconic snake game from the good old Nokia 3310 days to promote their snake collection. Available online for everyone to play, they also created a custom 'Game Boy' to deliver the game to influencers and VIPs in a more personalized gaming experience. Sources: https://snakegame.balenciaga.com/ ## Wonders: Pyramid of Giza - URL: https://brandedgamingindex.com/entry/wonders-giza/ - ID: BGI-137 - Type: Gaming for Good - Platform: Fortnite / UEFN - Game: Fortnite (UEFN) - Brand category: Education & culture Discover Ancient Egypt - home to the famous Pyramids of Giza and the Great Sphinx. Set circa 4600 years ago in the 4th Dynasty, this Fortnite island recreates the Giza Plateau, featuring the Great Pyramid of Khufu, Pyramid of Khafre, and the Great Sphinx. Explore this ancient time, uncovering secrets about the lives, beliefs, and cultures of its people. Disclaimer: This island has been developed with a focus on historical accuracy, however minor artistic licence has been taken to ensure playability. Sources: https://preloaded.com/work/wonders-pyramids-of-giza/ ## Cannes Festival: Virtual Cannes Festival - URL: https://brandedgamingindex.com/entry/cannes-fortnite/ - ID: BGI-070 - Type: Brand Experience - Platform: Fortnite / UEFN - Game: Fortnite Creative - Brand category: Entertainment & events - Region: France Cannes Film Festival is looking to reach a new generation of indie cinema lovers through an experience in Fortnite. Built in Fortnite Creator mode, the map recreates the glamourous setting of the festival, from Promenade de la Croisette to Palais des Festivals, and of course the iconic red carpet. Players are invited to explore and complete a variety of quests, involving roleplay (in the shoes of an actor, film director, journalist) as well as more engaged topics (diversity and inclusion in the film industry, climate change). Sources: https://variety.com/2022/film/global/cannes-fortnite-brut-1235257899/