November 27, 2024

Where worlds collide: The LTV-driving power of brand and IP collaborations in mobile gaming

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What are IP and brand collaborations in gaming?

How mobile gaming brand and IP collaborations can drive LTV 

Examples of mobile gaming brand partnerships

  1. Candy Crush Saga x Pepsi
  2. Bingo Showdown x Dots.eco
  3. Genshin Impact x McDonald's
  4. PUBG MOBILE x Bentley

The future of IP and brand partnerships in mobile gaming

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The mobile gaming world is no stranger to innovation, and as player wallets tighten and acquisition costs increase, publishers are forced to find new ways to innovate to claw back revenue. One strategy growing in scale to do just that is IP and brand collaborations, which present a flexible (and powerful) opportunity to drive LTV. 

This strategy isn’t relegated to just one part of the growth funnel either, and its impact can be felt across departments. These partnerships can not only fuel acquisition by reaching new audiences and providing fresh creative material, but also power engagement by providing new LiveOps campaign content, and increase monetization results by offering new avenues for in-game spend. But the benefit doesn’t end with just you and your players. 

The mobile gaming industry’s growth in consumer reach and influence across the globe has not gone unnoticed. With industry revenue having grown nearly 80% from 2017 to a projected $188 Billion USD in 20241 and now reaching an estimated 2 Billion consumers, major brands are beginning to see interactive media as a new channel to advertise, engage with new audiences, and build deeper brand connections with existing ones. 

As the gaming landscape evolves, these collaborations hold immense potential for publishers, players, and brands alike and are poised to only grow in popularity as we enter 2025. In this article, we’ll cover the basics of IP and brand collabs in mobile gaming and evaluate how publishers and companies are joining forces to drive the most value for players (and your bottom line). 

👀 Related reading: The 2024 Mobile Gaming Growth Report

What are IP and brand collaborations in gaming?

IP and brand collaborations are a growth strategy in mobile gaming where a publisher partners with a popular non-gaming IP holder or company to develop new content – or even full games – for players. These collaborations aim to create unique, engaging, and immersive experiences for mobile gamers by leveraging recognizable characters, products, people, and other entities in mobile gaming experiences. 

The types of brands and companies a mobile game publisher can vary wildly, which is part of what makes it such a vast, flexible, and lucrative growth strategy, as it has the potential to reach all kinds of new audiences in new places.

Some examples of the types of brands publishers partner with are: 

  • Restaurants and food & beverage companies
  • TV and movie media franchises
  • Electronics and technology companies 
  • Content creators, influencers, and celebrities
  • Fashion and beauty brands 

Brand and IP collaborations are reportedly a growing trend within mobile gaming and provide lucrative LTV-driving opportunities for publishers worldwide. 

👀 Related reading: From models to metrics: A publisher’s guide to mobile game monetization

How mobile gaming brand and IP collaborations can drive LTV 

Corporate and mobile gaming hands coming together to build something new

The growing trend of combining IPs and partnering with other brands has been a popular strategy in other segments of gaming – namely PC and console – and is subsequently gaining ground in mobile gaming for good reason. 

As Newzoo research uncovered, PC and console games have historically found immense success with IP and brand collaborations. On average, games that adopted this strategy boosted their DAU (daily active users) by 11% in the first seven days after launch – and a staggering 19% for premium games.2

This success absolutely can (and has been!) replicated in mobile gaming. Our 2024 Mobile Gaming Growth Report finds that brand and IP collaborations can impact scale and spending KPIs, especially for certain segments of games and gamers.

For example, 22% of players who frequent sports and racing games (“Sporty Steve”) are more likely to install a game that has a brand collaboration featured in the marketing, and 22% of shooter, strategy, action, and RPG players (“Midcore Mike”) report the same. 

As discussed, the positive effect of this strategy doesn’t end after acquisition. Once in the game, 54% of spenders who engage with an in-game collaboration have reported making a related in-app purchase – Midcore Mike (59%) and Sporty Steve (57%) in particular. 

“A few years ago, nobody really thought IP and brand collaborations would work in mobile games. Now, more brands are understanding the power of mobile games, like Stumble Guys collaborating with Spongebob and Ninja Turtles, PUGB having an event with Bentley where they introduced Bentley cars inside the game world, and Fortnite introducing Cybertrucks players can ride across the map. We’re seeing a lot of brands start to figure out how they can optimize their marketing strategy in collaboration with mobile because it’s a win. The value of brand collaboration is huge – for the brand, the publisher, and the player.” – Michael Kopelovich, Monetization & Economy Manager at Major Gem

These findings and insights underscore the undeniable impact and potential profitability of brand and IP collaborations in elevating the LTV of mobile games. Now, let’s take a look at some examples of these mobile game partnerships and what you can take away from these innovative strategies. 

👀 Related reading: Mobile gaming trends: 3 data-backed predictions for growth in 2025

Examples of mobile gaming brand partnerships (and what we can learn from them)

Illustration of a pop can and lollipop signifying Candy Crush Saga and Pepsi

1. Candy Crush Saga x Pepsi

Early 2024’s collaboration between Pepsi and Candy Crush Saga stands out as an unexpected yet textbook example of seamless brand alignment, illustrating how companies from any industry might join forces with mobile game publishers to roll out new content and campaigns for their audiences. 

This collaboration acts as just one arm of Pepsi's overall "Get Wild" campaign3, with each arm within the campaign aimed at engaging with the millennial, female-leaning demographic in innovative ways. That’s why King’s Candy Crush Saga represented a perfect opportunity for the famous beverage brand – it boasts a massive, female-leaning audience (over 5 billion downloads to date4) with a bright, candy-focused brand that seamlessly integrates into Pepsi’s Wild Cherry campaign theme. 

The Pepsi Wild collaboration made sense to King, too, as a way to experiment and expand their brand with a major global player and create a new type of brand impression. As Todd Green, the General franchise manager of Candy Crush, explains, King has been working to take the franchise beyond the bounds of gaming, and this collaboration with Pepsi is a good example of what that direction could look like.

“We’ve worked hard to evolve Candy Crush Saga beyond core gameplay and develop our mobile games into an entertainment platform. We’re always focused on the player and aim to deliver experiences that we know will resonate and help us realize our mission - making the world playful.” Todd Green, General franchise manager of Candy Crush5

💡Takeaway: Collaborations that align with the essence of both brands can enhance brand visibility, engagement, and interaction with a wider audience and take both brands in a creative and immersive new direction to break the expected bounds of their industry.

2. Bingo Showdown x Dots.eco

One brand collaboration in particular this year had a positive influence beyond the KPIs – the partnership between SciPlay’s Bingo Showdown and Dots.eco. With SciPlay partnering with the environmental rewards platform, they extended their gameplay into impactful, real-world results for players. 

This collaboration goes beyond player interests and touches on something less designed for in mobile gaming – player values. During this special five-day event, for every 50 bingo milestones achieved by players, a tree was planted. This initiative not only enhanced player engagement through meaningful gameplay but also had a tangible environmental impact, resulting in nearly 14,000 trees planted – which translated to an extra nearly 700,000 bingo milestones achieved in the game in just those five days. 

One special, personalized touch added was that players also received personalized certificates for their contributions, which they could share on social media, and broadening awareness of conservation efforts (and the work that SciPlay is doing to support those efforts). 

“Planting almost 14000 trees through our collaboration exceeded our wildest expectations! Beyond the environmental impact, seeing our players enthusiastically completing Bingo milestones to plant trees was incredibly rewarding. Their engagement showcased the power of combining fun and purpose. The unique combination of in-game challenges, personalized certificates, and social media sharing not only fueled friendly competition but also spread awareness far beyond the game, creating a ripple effect for good." – Dana Muller, Director of monetization at SciPlay6

💡Takeaway: Aligning gameplay with real-world actions can lead to meaningful engagement and have a positive impact on players and real-world causes. Plus, showcasing efforts to support global environmental goals can result in positive outcomes beyond revenue growth, and can also increase player sentiment. 

Check out our report on how social & community factors impact organic mobile game growth to learn more about why this matters.

3. Genshin Impact x McDonald’s 

Illustration of shield and burger for McDonalds and Genshin Impact

The strategic partnership between Genshin Impact and McDonald's, announced in September 2024,7 exemplifies the fusion of real-world delights with in-game rewards, creating a unique rewarded experience for players that goes beyond the game. 

By purchasing the “Genshin Impact Apple Pie” or “Genshin Impact Declure McCrispy Meal” through the McDonald’s app, players receive redemption codes for in-game rewards such as Primogems, recipes, and other in-game resources and items. 

By offering in-game incentives to existing Genshin Impact fans, McDonald's not only drives sales but also creates a positive brand experience with the fanbase of Genshin Impact. On the flip side, McDonald’s patrons may be intrigued to get extra bang for their buck and check out Genshin Impact when they see the advertisements within the McDonald’s app.

💡Takeaway: Leveraging in-game rewards with real-world benefits can drive brand loyalty and increase engagement. By partnering with a consumables brand in particular, you can give your players a sensory experience that improves their sentiment with your company. 

4. PUBG MOBILE x Bentley

Mobile game meets car manufacturer when Tencent injected a dose of luxury into their gaming arena earlier this year in a new brand collaboration. In a recent game update, PUBG MOBILE introduced iconic Bentley models into their battlegrounds to add a touch of sophistication to the intense battle royale setting. 

Bentley Motors is one of the most sought-after luxury car brands in the world, and by tying PUBG’s horse to that wagon (no pun intended), players not only get a taste of that luxury in the in-game world, but also subconsciously associate PUBG with the same elite, prestigious quality – while introducing an exciting new way to roam the battlefields and encourage more gameplay. 

“PUBG MOBILE’s exciting partnership with Bentley unites the thrill of the battlegrounds with the allure of luxury. By introducing iconic Bentley models into PUBG MOBILE, we aim to transport players into an exciting world where style meets strategy, and where every victory is as exhilarating as it is prestigious." – Vincent Wang, Head of PUBG MOBILE Publishing at Tencent Games8

💡Takeaway: Choose your IP and brand partners wisely, as the partner’s brand can have a lasting effect on your own. For example, partnering with luxury brands like Bentley can elevate a game's visual appeal and perceived brand value, offering players exclusive, high-end experiences that add a novel layer of sophistication to gameplay.

The future of IP and brand partnerships in mobile gaming

It's clear that IP and brand collaborations are not just shaping the present but are laying the foundation for new waves of innovation and deeper player engagement and delight. The flip side of this trend growth is how we’re seeing non-gaming brands increasingly leverage mobile gaming titles as a new and powerful advertising channel. This shift indicates a pivotal moment where mobile gaming emerges as a crucial medium for reaching consumers with engaging experiences. 

Simultaneously, the growth of mobile game IPs in the transmedia sphere hints at their potential to become multi-dimensional cultural phenomena, extending beyond gaming to offer diverse touchpoints for audience interaction – which is already happening for games on other platforms, like League of Legends and The Last of Us breaking into TV. 

At the end of the day, it’s clear that IP and brand collaborations offer a new avenue to provide deeper engaging experiences to players while also growing the reach and influence of your game’s brand. And ultimately, it’s about going above and beyond in fostering player loyalty. 

What other trends are on the horizon for mobile gaming in 2025? Check out our predictions for growth and subscribe to our newsletter to get new insights and updates on the industry straight to your inbox. 

Sources: 

  1.  https://www.statista.com/topics/1906/mobile-gaming/#editorsPicks
  2. https://newzoo.com/resources/blog/how-pc-and-console-game-makers-use-brand-and-ip-collaborations-to-boost-engagement-and-revenue
  3. https://www.marketingdive.com/news/pepsi-wild-cherry-targets-millennial-women-flavored-soda-sales/704321/
  4. https://www.usatoday.com/story/graphics/2024/06/21/candy-crush-saga-game-explained/74045760007
  5. https://www.pocketgamer.biz/kings-todd-green-on-how-the-candy-crush-saga-has-remained-on-top-for-12-years/
  6. https://dots.eco/sciplay-dots-eco-success-story/
  7. https://genshin.hoyoverse.com/en/news/detail/125980
  8. https://press.levelinfinite.com/PUBG-MOBILE-AND-BENTLEY-MOTORS-ANNOUNCE-EPIC-COLLABORATION-AS-ICONIC-L

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