Remember back when Trion Worlds tried to coin — or cement — the term “transmedia synergy” for the relationship between Defiance the game and Defiance the TV show? And we found it both so charming and ridiculous that we’ve been using and abusing it ever since?
Transmedia synergy, or what normal humans simply call “collaborations” or “collabs,” are more popular than ever in the online gaming space these days. Marketers love the win-win of hitching two franchises together, and we love how utterly goofy many of these efforts end up being. Here are some of the silliest from the last few years!
SMITE x Teenage Mutant Ninja Turtles
If ever there was a match made in heaven… this wasn’t it. This was taking peanut butter and SPAM and slamming them together to everyone’s puzzlement. Shoving the famous band of pubescent metamorphosed assassin reptiles into a MOBA all about mythological gods made us wonder if someone actually worships the Turtles. Probably Raphael – he seems like the vengeful sort.
Destiny 2 x Breakfast Toaster
Are you supposed to pronounce the small “x” in these collaboration titles? I have no idea, to be honest. Maybe it’s indicating some basic pre-algebra problem solving. In any case, Bungie made a very limited edition Destiny 2 toaster for charity, and I cannot snark on that one bit. Breakfast foods to help a children’s hospital? Yes and yes.
World of Warships x Star Trek
Honestly, World of Warships could be its own top 10 list for off-the-wall collabs. You wouldn’t think that historical warships would tie into, say, Godzilla and anime, but you’d somehow be wrong. Also Star Trek. Nevermind that these aren’t spaceships, just ships, but the team bent space and time to shove a phasers and the Borg into this naval sim.
Final Fantasy XIV x Magic the Gathering
I’m not sure at what point in time that Magic stopped caring about the integrity of its universe and lore, but there’s some clear desperation happening with Wizards of the Coast trying to hitch its flagship card game to any popular IP it can. Such as, hey why not, FFXIV, which is a real thing that should be coming to a card store near you. So does a White Mage play a white deck? And a Red Mage… you know what? This is too easy.
Genshin Impact x McDonalds
The original transmedia synergy was at fast food places back in the day, where your Happy Meal would blatantly promote whatever popular kids or family flick was out at the time. So maybe I shouldn’t roll my eyes too hard at Genshin Impact shilling for the artery-clogging and wallet-busting McDonalds, but I did anyway. It was only a two-week promo, but the memories that its Sweet and Crispy namecards made will last a lifetime.
Sea of Thieves x Halo
When you’re on the high seas, pirating gold or movies or what have you, it’s always a good idea to draw unnecessary attention to yourself and a game that exists in a completely different IP and genre. Thus, the Sea of Thieves Halo-themed ship that was given away back in 2019. It’s green!
EVE Online x Doctor Who
You know what are two flavors that totally melt together? The sterile, cold, and unforgiving galaxy of EVE Online and the colorful, weird, and cheerful adventures of Doctor Who! You could just see the noses wrinkling in disgust as EVE Online players absorbed an invasion of Galeks and Gallifrey back in 2022.
Lost Ark x The Witcher
ARPGs seem to indulge in cross-promotions easier than other types of games, so I’m not too shocked to see that the ultra-popular Witcher series popped up in Lost Ark with a storyline and some cosmetics. At least it wasn’t too thematically jarring to combine these two universes for a short while.
PUBG: Battlegrounds x Hot Pockets
You know the phrase, “This is so weird we couldn’t possibly make this up?” I think it was invented for the day that PUBG decided it wanted to get in bed with Hot Pockets for some reason. I guess the common thread there is that both products attract consumers who don’t mind consuming their own death. Anyway, we had questions.
Diablo IV x KFC
You know I had to include this. Bree would immediately call for my resignation if I failed to draw attention to the goofiest, greasiest cross-promotion ever designed for a launching game. I suppose that when you want to sell your chicken to a broader market, it’s wise to hitch your wagon to a game that’s all about the tortures of hell.
Everyone likes a good list, and we are no different! Perfect Ten takes an MMO topic and divvies it up into 10 delicious, entertaining, and often informative segments for your snacking pleasure. Got a good idea for a list? Email us at justin@massivelyop.com or eliot@massivelyop.com with the subject line “Perfect Ten.”
