The presence of gaming universes in the real world continues to expand each year. While twenty years ago, it mainly involved themed gatherings of gamers and local tournaments, the industry has grown immensely. It has evolved from a niche gathering to a full-fledged cultural phenomenon. As the first generations of players have matured, so have their financial capacities. Many aspire to broaden their sphere of influence, while others seek to demonstrate their expertise and claim a share of the pie. Therefore, we can increasingly observe interesting collaborations between everyday products and games or even the establishment of separate businesses inspired by games.
The Brightest Collaborations of Genshin Impact
Let's begin with HoYoverse, a company that has firmly secured its position at the top with the game Genshin Impact. They managed to create a game that garnered a massive audience and numerous awards and successfully stepped onto the streets of cities.
HoYoverse strives to solidify its "real presence" in many countries by collaborating with restaurants. These establishments introduce an exclusive menu and create a Teyvat atmosphere for a month or two. We previously discussed one such collaboration, "Sweet Paradise & Genshin Impact." This time, we'd like to highlight another partnership with a real business, more significant for the gaming community, as it spanned multiple countries and numerous cities. We're talking about the collaboration between Genshin Impact and Pizza Hut.
This collaboration took place at different times in Malaysia, China, Japan, and everywhere, arousing the audience's delight and the envy of those regions without collabs. Pizza Hut offers all "travelers" the opportunity to order dishes from a special menu, delivered in thematic packaging, as well as purchase exclusive merchandise. Meanwhile, HoYoverse provides memorable in-game content.
This way, the pizzeria receives orders from millions of game fans who want to keep the beautiful box as a memento and receive their set of exclusive in-game wings. And the game gains recognition and accumulates its audience.
Louis Vuitton and Riot Games
Riot Games immediately comes to mind when talking about those who shape a generation and seem unwilling to stop at just one achievement. The League of Legends World Championship is undeniably one of the loudest annual events in the esports world. Olympic stadiums, collaborations with top musicians, stunning merchandise, and perhaps some of the most memorable collaborations.
A documentary could easily be made about Riot Games' collaborations. However, we'll focus on just two. The partnership between League of Legends and Coca-Cola began in 2015 (the author personally remembers rushing to the store for those limited edition cans of the drink). In 2023, we see that the companies haven't lost their connection, as a few months ago, they announced a new collaboration and the creation of a unique flavor.
But what, in our opinion, truly blows the mind is the collaboration between League of Legends and the French fashion house Louis Vuitton. Two different companies, two different worlds, united by their will to explore new territory. And it was genuinely unexpected.
Riot Games has released the first Louis Vuitton skin for League of Legends. The True Damage Qiyana Prestige Edition skin features the champion's weapon covered in the iconic Louis Vuitton pattern.
In turn, Louis Vuitton created a collection inspired by League of Legends, consisting of 40 items, with the main highlight being the case for the Championship World Cup. The Chairman and CEO of Louis Vuitton said, "Louis Vuitton has long been associated with the world’s most coveted trophies, and here we are today, alongside the Summoner’s Cup. We are thrilled to be part of such an iconic event."
Super Nintendo World
And now, the collaboration we truly deserved - the partnership between Nintendo and Universal was announced in 2015. By 2021, visitors could finally enter Super Nintendo World in Japan, and in 2023, the experience expanded to Hollywood.
Super Nintendo World is a place born from the boldest dreams and perhaps one of the few collaborations that can evoke potent emotions and even tears from adults. Before us unfolds an entire world, a themed zone within Universal Studios parks, filled with familiar characters, attractions carefully recreated based on the game, and a special menu in the park's restaurants.
Many gamers dream not only of touching items related to their favorite games but also of immersing themselves in the universe of their beloved game for even just a day. And it's precisely here that such an opportunity arises.
Indeed, while collaborations are business strategies, as players, we still yearn to see and touch everything related to our beloved games. It's a way to extend our experience within the game and an excellent opportunity to reminisce, even if the game was completed back in our distant childhood. For these emotions, gamers are willing to stand in lines for hours, pay, and return to the game repeatedly, all to relive the wonderful feeling of that initial encounter with the game's universe. However, if your company faces different tasks, such as promoting a game with a limited budget, we know how to help you with that. Read the article on how to promote an indie game with a low budget and use your resources effectively.
