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Michael Kopelovich
I deliver weekly insights on game monetization strategies, reviews with a focus on revenue, and tips on marketing and creative design.
The Power of Partnerships in Gaming
Welcome back to The Power of Partnership, your monthly dive into the most exciting collaborations in the world of mobile gaming! This series is all about exploring how partnerships between games and iconic franchises bring fresh, engaging content to players and redefine what’s possible in the gaming industry. In this edition, we’re highlighting recent standout collaborations that showcase creativity, innovation, and community impact.
Monopoly GO x Marvel
From September 26th to December 5th, Monopoly GO! brought the Marvel universe into its gameplay with an epic collaboration featuring iconic superheroes like Spider-Man, Wolverine, Deadpool, and the Avengers. Players could collect 20 special sticker sets, trade with friends, and unlock exclusive Marvel-themed tokens and shields by completing sticker albums.
The collaboration introduced thrilling events like Avengers Racers, a revamped Tycoon Racers event with bumper cars inspired by Marvel heroes, and the Amazing Partners Event, where players constructed Marvel-themed statues on their boards. Additionally, the Guardians of the Galaxy Treasures Event allowed players to uncover cosmic relics and treasures tied to Marvel’s intergalactic team, enriching the gameplay with exciting content and rewards.
Luigi Priore, VP, GM of Disney & Pixar Games, remarked on the partnership: “It’s amazing to see Marvel’s superheroes make their way into Monopoly GO!, bringing their unique powers and stories to a beloved game format. Collaborations like these provide new and exciting ways for fans to connect with their favorite characters.”
Angry Birds x Talking Tom
To celebrate their 15th anniversaries, Angry Birds and Talking Tom joined forces from November 7th to 28th in a unique crossover event spanning multiple games and platforms. In Angry Birds 2, Talking Tom appeared as a special power-up to help players tackle tricky levels.
Meanwhile, in My Talking Tom 2, mischievous piggies invaded Tom’s home, prompting Red and Tom to team up in a whack-a-piggy challenge that rewarded players with a limited-edition Angry Birds outfit for Tom.
Beyond the games, this collaboration extended to animated content, with Talking Tom appearing in two episodes of Angry Birds Bubble Trouble on YouTube. The crossover combined nostalgic elements with fresh gameplay, giving fans of both franchises a memorable celebration of mobile gaming history.
Klondike Adventures x Dots.eco
From September 16th to 23rd, Klondike Adventures partnered with Dots.eco as part of the Green Game Jam 2024 to protect red panda habitats. During this week-long event, players interacted with a virtual tamagotchi panda, completing tasks and collecting golden flowers to contribute toward protecting 20,000 square feet of red panda habitat in Nepal. Upon completing all stages, participants received a certificate confirming their contribution.
This initiative united over 2 million players globally, with collective progress unlocking new stages and delivering interesting facts about red pandas. Ekaterina Baturina, Head of Business Development at VIZOR, noted: “The goal of the campaign is to unite the efforts of millions of players to make a significant contribution to nature conservation together. After all, overall progress is achieved through the efforts of the entire gaming community.”
If you’re interested in creating similar events for your game, reach out to Daniel Madrid from Dots.eco for more details about their inspiring initiatives.
Brawl Stars x Toy Story
From December 12th to February 5th, Buzz Lightyear becomes the first playable character from outside the Brawl Stars universe. Along with his debut, three unique battle modes – laser, wing, and saber – pay homage to iconic moments from the Toy Story franchise. The event also features Toy Story-inspired skins for Colt (Woody Colt), Bibi (Bo Peep Bibi), and Jessie (Jessie Jessie), while Surge will get a Buzz Lightyear skin after the event ends.
Starting January 2nd, Starr Park transforms into the Pizza Planet Arcade, where players collect Pizza Slices to unlock Toy Story-themed cosmetics and even a new Brawler. With nostalgic vibes and creative gameplay, this collaboration blends Toy Story’s magic with Brawl Stars’ chaos.
Frank Keienburg, Brawl Stars General Manager, shared his excitement: “Toy Story is the ideal collab for us, as the theme of teamwork and creating connections with others is at the core of Brawl Stars. It’s awesome to team up with Disney and Pixar, and especially cool to drop Buzz Lightyear as our first-ever playable character who is not part of the Brawl Stars universe.”
Conclusion
Collaborations like these showcase the incredible potential of partnerships in mobile gaming. By uniting iconic brands, games, and causes, they offer players unique, immersive experiences while expanding the reach and impact of each franchise. Whether it’s saving habitats, celebrating milestones, or introducing beloved characters, these events continue to inspire and delight millions of players worldwide. Stay tuned for more highlights in future editions of The Power of Partnership!
