The lines between the physical world and the online metaverse continue to blur and shift. Luxury supercar brand McLaren is the next brand to appear in digital form, following a partnership with the hugely popular mobile version of Player Unknown: Battlegrounds, aka PUBG.
While Fortnite and Roblox may have hit the headlines recently for their in-game gigs and performances, which pulled in thousands – and in some cases millions – of players, PUBG is no slouch in the popularity stakes. Earlier this year the game celebrated one billion downloads and boasts millions of concurrent players around the world.
The collaboration with McLaren is the game’s first deal with an automotive brand. The McLaren 570S coupé will appear within PUBG , in a variety of ‘exclusive finishes’ including McLaren-Gold-plated Ivory, McLaren-Kingdom of Gold, McLaren-Fantasy City and several others.
From the beginning of June 2021, PUBG Mobile players can enjoy an array of McLaren content, including an airdrop on Spawn Island and Cheer Park, a parachute, a McLaren Exhibition Hall.
Vincent Wang, the Head of PUBG Mobile Publishing, at Tencent Games, said:
“PUBG MOBILE is well known for its innovative gameplay, while McLaren is a brand known for innovation, and pushing boundaries in the automotive field. It’s incredibly important that we collaborate with forward-thinking companies that will bring real value to our players, in any field. This is the first time we’ve collaborated with an automotive brand, and we’re delighted to be taking these first steps with such an iconic luxury brand like McLaren.”
Gareth Dunsmore, McLaren Automotive’s Chief Marketing Officer, said:
“McLaren represents the very best in the performance automotive world, PUBG MOBILE represents world leaders in mobile gaming. It seemed like a natural collaboration, and we’re excited to see our fans’ reaction, and the reaction of PUBG MOBILE players as they experience what it is like to drive a McLaren for the first time on the mobile platform.”
The collaboration between PUBG Mobileand McLaren is part of the game’s new Version 1.4 update, which launched in June 2021, bringing new content, game modes, and maps to the game.
Brian has been working in the games industry since the mid-1990s, when he joined the legendary studio DMA Design, as a writer on the original Grand Theft Auto. Since then he's worked with major publishers, founded his own digital agency, and the Scottish Games Network. At various times he's worked as a journalist, editor, narrative designer, lecturer, executive producer, and director.
