The Brand Collaborations in Gaming That Deserve To Be Spotlighted

Brand collaborations in gaming are popping up left, right and centre these days.

Powered by millions of consumers and a truly global reach, it is no wonder that brand collaborations in gaming are becoming increasingly popular. From beauty to hospitality, industries across the board are engaging with gaming as a sure fire way to win over consumers. 

Which brand collaborations in gaming have been particularly successful in the past year?

Read on to find out! 

GAMING BRAND COLLABORATION EXAMPLES

Louis Vuitton x League of Legends

@taeminsorbit

that’s the post #leagueoflegends #leaguetok #leaguetiktok #riotgames #louisvuitton #truedamage #fy #viral #fyp

♬ Silence – Silence

Louis Vuitton and League of Legends may not scream million dollar brand combination, but this duo have a long history of successful collaborations. 

Ever since their first gaming collaboration in 2019, Louis Vuitton and League of Legends have become well known in the gaming community for their out of the box collections and partnerships. Most recently, the two worked together to release a capsule collection by Nicolas Ghesquiere, devoted to the champion Senna. 

Featuring shoes, accessories and more, the ready to wear collection emphasises both brand identities, making it a perfect gaming collaboration. 

Maison Margiela x NFTs

@showstudio

Say Tabi one more time challenge Will you be investing? 🤔 #margiela #metaverse #metatabi #digitalfashion #fashionnews #tabiswiper

♬ original sound – SHOWstudio

Whilst technically not an example of brand collaborations in gaming, Maison Margiela’s entry into the metaverse was too genius for us not to mention. 

Luxury brand Maison Margiela caused waves earlier this year when it took a deep dive into NFTs. Known for its iconic Tabi shoes, the brand released an NFT version of the popular product. Dubbed Meta Tabis, consumers were able to purchase the limited edition item online, which came with a variety of physical, digital, and mixed-reality utilities.

Luxury gaming brand collaborations is no easy feat, but Maison Margiela made it look easy. 

Overwatch 2 x LE SSERAFIM 

@overwatch

@LE SSERAFIM The world could always use more dance moves 💃✨ #Overwatch2 #Gaming #GamingonTiktok #letsplay

♬ original sound – Overwatch

Known for its many wild and wonderful collaborations, Overwatch 2 is no stranger to brand collaborations in gaming. 

One of its more unique partnerships took place late last year, when the popular video game paired up with six member Kpop group LE SSERAFIM in promotion of their latest hit Perfect Night. To celebrate the song, Overwatch 2 released LE SSERAFIM themed cosmetics, which users could purchase through the in-game shop or earn through challenges.

Marriott Bonvoy x Fortnite 

@marriottbonvoy

Check-in and check-out our new world created in Fortnite, Marriott Bonvoy Land. Come for the mini-games and stay for the hotel adventures. #fortnite #marriottbonvoyland #marriottbonvoy

♬ original sound – Marriott Bonvoy

Marriott Bonvoy made history in 2023 when it became the first hospitality company to delve into brand collaborations in gaming; specifically, Fortnite. 

The two brands collaborated to release Marriott Bonvoy Land, a virtual park consisting of four Marriott Bonvoy hotel themed Mini Games;representing Moxy Hotels, Westin Hotels and Resorts, W Hotels and Resorts, and Autograph Collection Hotels. 

Pizza Hut x Genshin Impact

@ghostiesop

Guess you could say “i was there” big thank you to my friend for going there!! #mihoyo #genshinimpact #hoyoverse #ningguang #yelan

♬ som original – Caio Machado

Yet another long standing relationship, Pizza Hut and Genshin Impact consistently set the standard for brand collaborations in gaming.

Since 2022, there have been three major collaborations between the two companies. The most recent partnership saw Pizza Hut release a variety of Genshin Impact items, such as pizza boxes, stickers, posters, postcards, totebags and more. 

Certain menu items also came with individual redemption codes for in-game benefits, encouraging users to experience their love for Pizza Hut in Genshin Impact. 

League of Legends x Coca-Cola 

@sheppardlol

If that sweet moment of winning LP after a long ranked match had a taste, it’d be Coca-Cola Ultimate +XP #cocacolaultimate #cocacolacreations #leagueoflegends #gamingskills #sheppardlol

♬ original sound – SheppardLoL

Ever wondered what XP tastes like? 

Well, thanks to League of Legends and Coca-Cola, now you can find out! The popular video game partnered with Coca-Cola to create Coca-Cola Ultimate Zero Sugar; a Coke flavoured with the taste of experience points. 

For those wary of trying such an ambiguously flavoured drink, League of Legends also released a series of new missions through which users can unlock free, limited-edition Ultimate emotes. 

Minecraft x Crocs

@crocs

Minecraft x Crocs are live! #croctok #minecraft #crocs

♬ original sound – Crocs

Known for their many wild and wacky partnerships, Crocs recently released one of the more popular brand collaborations in gaming of the past few years. 

The shoe brand partnered up with Minecraft to release a themed shoe, featuring a series of game themed Gibits for consumers to enjoy. Wholly unique and largely unwearable to most, the collaboration was just crazy enough to spawn a massive UGC moment on social media. 

Yorkshire Tea x Playstation/Xbox 

@yorkshiretea

We’ve actually made a real life Yorkshire Tea controller for Xbox and PS5 – and you can really actually buy one on our website! #YorkshireTea #ps5controller #xboxcontroller Designed by @POPeART_

♬ Standout – Kid Dean

Possibly one of the most unlikely brand collaborations in gaming of late, Xbox and Playstation surprised everyone when they worked with the UK’s favourite Yorkshire Tea. 

Yorkshire Tea released their very own themed controllers for both Xbox and Playstation, creating a limited edition, unique experience for users to enjoy. Astonishingly, the collaboration sold out almost instantly. Proving that no matter how wacky the partnership, if it is intentional enough, consumers will love it. 

E.l.f x Roblox 

@elfyeah

Oh us? Just leveling up on @Roblox ✨💄Introducing: e.l.f. UP! 🤩🎮 A dynamic tycoon adventure where you can turn your side hustle into your e.l.f.ing DREAM business! #elfcosmetics #powergripprimer #haloglow #elfxroblox #roblox #utopia

♬ Drippy – Boxwork

E.l.f has long been setting the standard for brand collaborations in gaming. 

The infamous beauty brand changed the game when they released their in-game collaboration with Roblox. The companies worked together to create E.l.f UP! Tycoon, a Roblox universe where users can create their very own beauty empire. 

Users flocked to join in on the fun, generating huge amounts of organic engagement across social media. E.l.f hit the gaming collaborations nail on the head, by creating an experience that perfectly catered to their target audience. 

G2 Esports x Ralph Lauren 

@g2esports

Drip upgraded just in time for Finals 🔥 Showing you 3 ways to wear the Polo x G2 collection 👀 #ralphlauren #caps #styling

♬ original sound – G2 Esports

G2 Esports and Ralph Lauren consistently shock the competitive gaming industry with their fashion collaborations. 

Luxury fashion brand Ralph Lauren has been G2 Esports’ exclusive fashion outfitter since 2021, but their most recent release was a cut above. Ralph Lauren released a capsule collection featuring a range of clothing such as T-shirts, hoodies, caps, tracksuits and polo shirts. 

Each item features the new G2 x Ralph Lauren crest, and was debuted by G2’s athletes and content creators at the LEC Summer Playoffs. 

Lofi Girl x Chess Champions Tour 

If you attended university over the past decade, then you know about Lofi Girl. 

The now famous YouTube channel reached global popularity through their lofi music streams, which featured an infinite animation of a young girl studying. Since the channel’s boom, they have carried out a number of brand collaborations in gaming; most recently, the Chess Champions Tour. 

The two companies worked together to produce a new Lofi Girl soundtrack; songs to play chess to. The new tunes came with a chess based Lofi Girl animation, quickly enamouring Lofi Girl and chess fans alike. 

Pokémon x Van Gogh 

@pokemonuk

🖌 Pokémon × Van Gogh Museum, Amsterdam 🎨 From 28 September 2023 🖼 More information coming soon!

♬ original sound – Pokémon UK and Ireland – Pokémon UK and Ireland

It is well known that Van Gogh was heavily inspired by Japanese prints in his art making. 

This link led to the incredibly successful brand collaboration between Japanese pop culture icon Pokémon and the Van Gogh museum. Over the course of several months in 2023, the Van Gogh museum ran a variety of Pokémon themed activities, inviting children to engage with the famous artist in a new light. 

The museum engaged with artists to recreate some of Van Gogh’s most famous paintings with Pokémon as the main subjects. 

Nike x Fortnite 

@eartoe

NEW Nike Collab in Fortnite Part 2! #fortnite #fortnitebr #nike fortniteitemshop #fortniteskins

♬ original sound – EarToe – EarToe

Nike’s launch of “Airphoria” was a first of its kind amongst brand collaborations in gaming. 

The immersive gaming experience built on a multiyear partnership with Epic Games, and allowed users to explore an Air Max themes universe within Fortnite. Gamers were able to challenge themselves to a sneaker hunt, and could also purchase the outfits worn by Airphoria characters in Fortnite. 

Lego x Animal Crossing 

@matticusbricks

These new LEGO Animal Crossing sets are amazing! What do you think of the selection? #lego #legosets #animalcrossing #acnh #legoreview #rlfm

♬ animal crossing ~ new horizons lofi – Closed on Sunday

Lego has become synonymous with brand collaborations in gaming, as a result of its never ending successful partnerships. 

Most recently, the brand joined forces with Animal Crossing to release a range of themed sets. From Isabelle’s House to Nook’s Cranny, consumers can purchase a variety of Animal Crossing Lego sets. 

Users loved this collaboration, as it perfectly played into Lego and Animal Crossing’s shared audience tastes; creativity, building, and playfulness. 

Cooking Fever x TGI Fridays

@scoliosisgod69

NOOOOO They made the Rock and Roll Bar into a TGI Friday’s 😭😭😭 #cookingfever #cookingfevergame #tgifridays #fyp #fypシ #foryou #burger

♬ original sound – 5 mom bucks

Launched in late December of 2023, the Cooking Fever and TGI Fridays partnerships quickly became one of the most famous brand collaborations in gaming. 

The playable TGI Fridays restaurant wracked in an astonishing six million plays in its first three weeks, and features almost 100 branded elements such as exterior and menus. Consumer’s loved the natural collaboration, which perfectly slotted into both brand’s existing brand identities and missions.

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