Welcome back to Part 6 of The Power of Partnership series, where we dive into the latest and most exciting collaborations in the mobile gaming world. This time, I’m thrilled to have my regular partner-in-crime, Constantin-Alexandru Iorga, Sr. LiveOps Manager at Scopely, joining us once again to bring his expert insights. Alex has been instrumental in helping us break down the latest collaborations, and together we’ll take a closer look at how these partnerships continue to push the boundaries of creativity, engagement, and monetization in mobile games.
This month’s spotlight is on some highly anticipated collaborations, including Genshin Impact x McDonald’s, Summoners War x Jujutsu Kaisen, Brawl Stars x SpongeBob SquarePants, and more! Let’s jump in and explore how these partnerships are reshaping the landscape of mobile gaming.
Genshin Impact x McDonald’s Collaboration
From September 17 to 29, 2024, Genshin Impact is partnering with McDonald’s in the U.S. to offer a limited-time menu featuring exclusive in-game rewards. Players can enjoy themed menu items like the “Genshin Impact Apple Pie” and the “Genshin Impact Deluxe McCrispy™ Meal,” with each purchase unlocking special in-game bonuses.
Purchasing through the McDonald’s app gives players redemption codes for rewards such as Primogems, exclusive Genshin Impact items like the “Wings of Delicacies” Wind Glider, a Golden Apple Pastry Recipe, and more.
To participate, simply order via the McDonald’s app, and after completing the purchase, a redemption code will be sent via email. Players can redeem their rewards on the Genshin Impact website to unlock these unique items.
This collaboration marks a fun crossover for fans of both the game and McDonald’s, offering a blend of real-world enjoyment and in-game rewards.
Fortnite Creative x Tetris Collaboration
In celebration of Tetris’ 40th anniversary, Fortnite Creative has given its popular Color Climb! game mode a Tetris-themed makeover. This collaboration between playSTUDIOS, the creator of the official Tetris mobile app, and Fortnite marks a unique integration that blends nostalgia with modern competitive gaming.
The event features a series of Tetris-themed tournaments running from September 12 to October 4, 2024, where players can compete in a “speed run” mode within Color Climb! to advance through rounds, ultimately vying for a share of a $10K prize pool. In addition to the competitive action in Fortnite, the Tetris mobile app will also be integrated, allowing players to submit their high scores and win real-world prizes, such as a Playstation Gift Card, a Nike shopping spree, and even a trip to Las Vegas.
The collaboration celebrates Tetris’ lasting legacy while offering players a fresh and exciting way to engage with the classic game through the Fortnite Creative platform. The in-game island has been transformed with falling Tetriminos, Tetris theme music, and nostalgic Easter eggs, adding a layer of fun and tribute to the beloved puzzle game.
Solitaire Grand Harvest x Snoopy Collaboration
In celebration of Snoopy’s 75th anniversary, Solitaire Grand Harvest by Playtika has teamed up with the beloved Peanuts character for a special six-month-long collaboration. This partnership brings a delightful twist to the popular solitaire game by integrating Snoopy-themed content, designed to engage and excite both existing players and new fans of the iconic beagle.
The collaboration features a comprehensive 360-degree marketing campaign, including promotional videos and social media activities. Players will have the opportunity to win prizes, such as tickets to Snoopy-themed amusement parks and collect special in-game items. The collaboration not only brings a nostalgic charm but also offers new rewards and experiences, making it a fun and engaging event for players of all ages.
Top War x Kung Fu Panda Collaboration
op War is bringing the world of Kung Fu Panda back for an exciting in-game collaboration. This limited-time event, running for three weeks, introduces players to a host of themed content, drawing inspiration from the iconic animated series. The event offers various tasks, quests, and interactive elements that bring characters like Po, Master Shifu, and Tigress into the Top War universe.
Players will find plenty of ways to engage, from teaming up with friends to complete missions to earning exclusive in-game rewards. A new in-game shop allows players to collect themed items and decorations to enhance their base. Special power-ups, skins, and hero unlocks inspired by Kung Fu Panda characters add a fresh layer of excitement to the gameplay, making this event appealing to fans of both the game and the movie franchise.
Brawl Stars x SpongeBob SquarePants Collaboration
In celebration of SpongeBob SquarePants’ 25th anniversary, Brawl Stars has teamed up with Nickelodeon to bring the world of Bikini Bottom into the fast-paced, action-packed arena of Brawl Stars. From September 5th to October 2nd, iconic characters like SpongeBob, Patrick, and Mr. Krabs will be reimagined as popular Brawlers in a special in-game takeover.
Players can dive into Bikini Bottom with a new map, special power-ups like Krabby Patties and Kelp Soda, and themed game modes such as Jellyfishing, where players battle to catch jellyfish. The partnership also features a launch campaign starring WWE legend John Cena, who brings his signature energy to the event, marking this collaboration as a nostalgic treat for fans of both franchises.
Supercell’s Brawl Stars and SpongeBob fans alike will appreciate the fresh gameplay, humorous character designs, and the blend of chaos from both worlds in this limited-time crossover.
Garena Free Fire x Samsung Collaboration
Garena has announced a multi-season partnership with Samsung Electronics for the Free Fire World Series (FFWS) Southeast Asia, covering both the Fall 2024 and Spring 2025 seasons.
This collaboration comes at a critical time for Free Fire, as the popular battle royale continues to refine its competitive ecosystem. Garena has positioned the Galaxy S24 Ultra as the official device for the tournament, providing players with cutting-edge gaming technology to enhance their in-game performance. This move supports Garena’s vision of elevating mobile esports and further solidifies Free Fire as a staple in the competitive gaming scene.
The FFWS Southeast Asia 2024 Fall will feature 18 teams from Thailand, Indonesia, Vietnam, and Malaysia, all competing for a share of the $300,000 prize pool and coveted spots in the FFWS Global Finals 2024. The tournament kicks off on August 16 with six weeks of online knockout matches, culminating in the grand finals from October 11-13 in Surabaya, Indonesia. Garena’s strategic focus on building robust regional tournaments like FFWS Southeast Asia showcases its commitment to cultivating a thriving esports community, while the “Fight for Legacy” slogan captures the ambition of teams seeking both regional and global dominance.
Garena’s investment in Free Fire esports is more than just a spectacle; it’s a long-term strategy to maintain player engagement and grow the game’s ecosystem. With regular content updates, region-specific tournaments, and a push toward competitive parity across regions, Garena ensures that Free Fire remains relevant to its global player base. This partnership with Samsung, providing players with the best competitive conditions, strengthens Free Fire’s position in the mobile esports landscape.
From a broader perspective, Free Fire’s ability to attract major sponsors like Samsung reflects its continued growth. While other mobile esports titles have faced challenges, Garena has been able to evolve Free Fire’s ecosystem, maintaining strong viewership—peaking at over 570,000 during FFWS 2023. With viewership numbers on the rise and more teams entering the competitive space, Free Fire continues to be a dominant force in the global esports market. Garena’s multi-layered approach—balancing casual player engagement with top-tier competition—ensures that Free Fire will continue to thrive for years to come.
Summoners War x Jujutsu Kaisen Collaboration
The collaboration is a prime example of how a popular IP can be effectively integrated to drive engagement, monetization, and retention. Let’s break down how this partnership has translated into gameplay and player experiences across the board.
1. Engagement Through Collaboration Missions
The new Team Mission Event is the backbone of this collaboration, emphasizing social interaction and engagement. Players must add guild members or friends to complete daily missions. The event is split into three stages, each with specific milestones that encourage players to work together.
• Stage 1: Players work in teams to defeat monsters, with rewards given at three key milestones: 2,500, 5,000, and 10,000 monsters killed. Rewards range from mana stones and energy to more valuable in-game items.o To maintain engagement between milestones, a Bonus Mission has been added, where defeating 1,500 monsters gives players 50,000 mana stones. This can be completed up to 10 times per day, stacking rewards up to 500,000 mana stones.
• Stage 2: This stage focuses on collaboration content missions. Players complete missions with teammates to earn Jujutsu High Emblems, which are awarded after completing four missions. These can be earned multiple times and exchanged for rewards.
• Stage 3: The final stage incentivizes players to collect as many emblems as possible. The more emblems players earn, the better the rewards they unlock. To keep players engaged until the very end, this stage remains open for 24 hours after the event concludes.
The collaborative nature of these missions, paired with incremental rewards, creates a structure that encourages not just participation but repeated engagement.
2. Monetization with Limited-Time Shop Offers
The Limited-Time Surprise Shop has been a critical element in monetizing this collaboration. Offering various packages from $5 to $100, the shop includes everything from scrolls (used to summon new monsters) to consumables like energy, crystals, and mana stones.• Notably, the higher-end offers contain Jujutsu Kaisen Scrolls, which allow players to summon one of the IP’s iconic monsters. However, not all IAPs directly offer Jujutsu Kaisen characters, with some deals focusing on game resources instead.• These IAP offers cater to different player segments, offering content that appeals to both IP fans and regular spenders. Integrating scrolls with Jujutsu Kaisen characters taps into the IP’s fanbase, while balancing content with consumables ensures value for players across all spending cohorts.
The constant rotation of offers and the integration of IP-themed content help sustain excitement and push players towards making purchases.
3. Community Integration and Social Media Engagement
To boost both in-game engagement and community involvement, Summoners War launched a Trivia Quiz Event focused on the collaboration’s main villain, Sukuna. • Players are encouraged to follow the game’s Instagram account, comment on the event post, and answer six trivia questions about Sukuna’s abilities and stats. This event incentivizes participation by offering real-life prizes (iPads, headphones, power banks) and in-game rewards, such as 100 Energy, 100,000 Mana Stones, and Mystical Scrolls. Even players who answer incorrectly receive rewards, though they are smaller (1 Mystical Scroll compared to 2 for correct answers).
This event helps deepen the connection between the IP and the game, while boosting the game’s presence on social media platforms, creating a full-circle experience that extends beyond the game itself.
4. Time-Limited Resources to Improve Game KPIs
The introduction of Cursed Crystals is a standout feature of the Sorcerer’s Weekly Special Mission Event, adding another layer of excitement to the collaboration. • Players earn Cursed Crystals by spending or obtaining regular crystals (e.g., spending 100 regular crystals earns 30 Cursed Crystals). These crystals can also be earned from the Jujutsu Kaisen Event Dungeon, Jujutsu High School Realm, and by defeating the Arena rival Master X. • There are weekly milestones for collecting Cursed Crystals, rewarding players at 50, 250, and 500 crystals. Additionally, players can earn bonus Cursed Crystals through a 10-day calendar event by logging in daily and completing missions that require them to spend 100 Energy.
The event’s design cleverly ties into the game’s main battle loop, ensuring players are continually incentivized to engage with the core gameplay mechanics. By linking rewards to in-game activity, the event encourages players to stay active and engaged, while the time-limited nature of the crystals creates a sense of urgency.
Conclusion
As we wrap up Part 6 of our series, it’s clear that collaborations between major brands and mobile games continue to create fresh, engaging experiences for players around the world. From limited-time in-game rewards to nostalgic crossovers that celebrate beloved characters and franchises, these partnerships offer something for everyone—whether you’re a seasoned gamer or a fan of iconic brands like Snoopy or Kung Fu Panda.
I’d like to extend a huge thank you once again to Alex for lending his expertise and helping us break down some of these collaborations. His insights continue to add depth and context to our understanding of how live-ops and partnerships can drive the success of mobile games. Stay tuned for the next installment of The Power of Partnership, where we’ll continue to explore the evolving world of mobile gaming collaborations.
