Crossover Craze: How Anime and Gaming Collide to Build Brand Love

The gaming industry is booming with innovative and creative collaborations as multiple brands from various categories are foraying to attract Gen Zs and Gen Alpha. Gaming is enhancing brand engagement not only virtually but also IRL (in real life) with products such as sodas and energy drinks. Interestingly, game developers are incorporating popular films and web series to provide a virtual dose of entertainment.

Blizzard Entertainment’s collaboration with anime studio Sunrise to bring the world of Cowboy Bebop to Overwatch 2 was met with great enthusiasm when it was first revealed in its stylized, animated form. But when Blizzard released a full look at the in-game skins for Cassidy, Ashe, Mauga, Sombra, and Wrecking Ball, a dose of reality set in. Avid fans of Overwatch 2 were able to unlock ‘Cowboy Bebop’ inspired skins, emotes, and highlight intros.

“We are honored to be collaborating with one of the most respected anime series of all time in ‘Cowboy Bebop,’” says Aimee Dennett, Associate Director, Overwatch 2. “This collaboration is a wonderful way to pay homage to the legendary stories, art, animation, and music of the ‘Cowboy Bebop’ series. We hope its fans and our players have as much fun with what we’re bringing to ‘Overwatch 2’ as we did in creating it,” said Dennett.

The anime series Cowboy Bebop's biggest influence has been in the United States, where it premiered on Adult Swim in 2001 with many reruns since. The show's heavy Western influence struck a chord with American viewers, where it became a "gateway drug" to anime aimed at adult audiences.

IRL Sodas for Fans

As per Fortune Business Insights, The global video games market size is projected to grow from $199.74 billion in 2022 to $307.19 billion by 2029, at a CAGR of 6.3 percent during the forecast period. When it comes to virtual assets, the gaming world has witnessed tremendous growth with fans buying it not only in the US but across the globe.

In addition, collaborations like Jones Soda, a craft soda known for its user-submitted photo labels, announced Fallout Nuka-Cola Victory, a special-release flavor in its rotating series in collaboration with Prime Video, Kilter Films, and Bethesda Game Studios. This further enhances brand engagement outside the game.

Nuka-Cola Victory is inspired by fan demand for a flavor true to the video game series, Fallout, from Bethesda Game Studios. Created in celebration of the new streaming series about the game universe on Prime Video, Jones chose the peach-mango flavor based on user-submitted suggestions that might be found in the post-apocalyptic world of the streaming series. Previously, Jones has partnered on a limited run of Nuka-Cola Quantum craft soda, an in-real-life (IRL) beverage based on the Fallout 4 game release.

David Knight, Chief Executive Officer, Jones Soda, said, “Our new Nuka-Cola Victory special-release series with Prime Video is a direct result of the incredible demand from ‘Fallout’ fans, flavor enthusiasts, and so many others.” The series will be available to stream exclusively on Prime Video in more than 240 countries and territories worldwide. The new series also includes black Nuka-Cola caps on every bottle, redeemable in Jones’ Caps for Gear universe, in a similar manner that bottle caps are used as currency in the “Fallout” franchise.

Virtual Energy Drinks for Gamers

In another in-game collaboration, G FUEL Energy Formula and ATLUS celebrate the immersive reimagining of the role-playing game, Persona 3 Reload, with G FUEL Cadenza. This energizing flavor collaboration is available for preorder at GFUEL.com as a limited-edition collector’s box and 40-serving tub.

G FUEL Cadenza is named after and inspired by Persona 3 Reload’s Cadenza in-game spell, which restores the party’s hit points by 50% and increases their overall accuracy/evasion rate as they battle evil forces during the Dark Hour – a dangerous “hidden” time period between days. Each G FUEL Cadenza collector’s box includes a 40-serving tub of G FUEL Cadenza, a 24-ounce fully wrapped G FUEL Shaker Cup featuring the game’s protagonist and an assortment of heroic allies as well as a G FUEL x Persona 3 Reload sticker not available anywhere else.

Bryan Crowley, Chief Executive Officer, G Fuel, said, “G FUEL is always listening to what the video game community is most excited about, and the buzz around Persona 3 Reload has been incredible. We hope fans of the Persona series and fans of great-tasting energy drinks alike enjoy this delicious strawberry citrus combination.”

Peaky Blinders Gamified

Banijay Brands, the commercial arm of media giant Banijay that handles Peaky Blinders, partnered with the show’s creators, Caryn Mandabach Productions. Together, they collaborated with Mafia City’s developers and Yodo1 Games to create this special crossover event.

“This unparalleled gaming adventure fuses two iconic worlds in a thrilling crossover event,” said Lex Scott, Commercial Director at Banijay Brands. Scott further said, “With this dynamic in-game collaboration, we are giving Peaky Blinders enthusiasts a chance to engage with their beloved characters like never before—and the anticipation is real! We’re eager for you to dive in and witness the magic.”

The multi-award-winning Peaky Blinders was created and written by Steven Knight (SAS Rogue Heroes, Taboo, See, Great Expectations). The series is produced by Caryn Mandabach Productions and co-produced with Banijay’s Tiger Aspect Productions. The global Peaky Blinders brand is owned by Caryn Mandabach Productions.