By Allison Watkinson
TLL Reporter
Ubisoft has entered a partnership to develop a line of Assassin’s Creed clothing that unlocks digital rewards through purchases of apparel.
The partnership between game giant Ubisoft, tech company Fabacus, and apparel company Venum has created a cross-format marketing campaign that allows Assassin’s Creed Valhalla players to unlock in-game rewards with the purchase of Ubisoft x Venum clothing. The companies have concealed codes within selected clothing items for consumers to discover and activate.
“As we move towards a world of new possibilities within AR & VR gameplay,” Addie Dorsey, Licensing Consumer Products at Ubisoft said. “We wanted to integrate our licensed products into our digital brand ecosystem, to not only provide our consumers with exciting, unique experiences, but also to allow us to expand the Assassin’s Creed Valhalla brand universe across sectors, in a way we had never been able to before.”
Venum is a well established manufacturer of fitness and athletic apparel for combat sports. This is not the first time that Ubisoft and Venum have collaborated on a project. The two companies also partnered up earlier this year for a UFC x Venum collaboration.
This is, however, the first time that Ubisoft and Fabacus have partnered up. Fabacus is a global technology provider with a data service designed to digitally change the licensing industry. The business was founded by tech and retail entrepreneur Andrew Xeni and is backed by a number of financial institutions.
“We are very excited to be kicking off this partnership with Ubisoft and breaking the boundaries between on-and-offline brand integration,” said Xeni, the CEO of Fabacus. “Not only are we fuelling Ubisoft’s data driven strategies, but we are also broadening brand universes for consumers, using their Assassin’s Creed x Venum apparel purchases to unlock in-game rewards such as Shields.
“The possibility of what our technology can achieve within the advancement of gaming for licensors and licensees alike, truly excites me.”
Anyone who takes part in the activation will receive a free in-game reward: the Ouroboros Shield, a black metal shield decorated with a picture of a snake eating its own tail. Participation will also provide a chance to win character figurines from the Assassin’s Creed game and discount codes on other Venum products.
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