Back in May 2020, I made a blog post about “The gaming industry and the potential for brand collaborations” because I have seen first hand the benefits for the users and the companies have received when brands collaborate together to bring special content for the gamers.
In my post commenting on the benefits of collaborating between two brands, I came up with the idea to implement a clothing DLC to the game (Apex Legends) and real life. This thought was based on community feedback about potential new content to enjoy and real life merchanside which can enhance the relationship between Apex Legends and the consumer.
Apex Legends announced that they would be teaming up with Chinatown Market who are a fashion company based in LA. The designers at Chinatown Market had designed in-game character skins that would be purchaseable on the 30th March 2021. However, Chinatown Market decided to change their name due to an increase in racist attacks on the Asian community in the US. The DLC will be brought back when they have changed their name as players were looking forward to this event.
It is great to see Apex Legends collaborating with another brand to bring special content for the players who are constantly wanting content to engage in. As you can see from the picture, the event looked really interesting with special skins that help you stand out in the game. I hope other companies see inspiration from this type of collaboration and branch out with other brands.
Harry Buckley 