Game Company Selling Underwear... Unique Collaboration Battles [Buaeri's Game Dictionary]

[Asia Economy Reporter Buaeri] This time, it was 'Geomeunsagak' (Black Square). Parody marketing using Pearl Abyss's flagship game 'Black Desert' appears from time to time, bringing joy to users. Recently, the unique collaborations in the gaming industry have diversified in terms of product types.

Parody Specialty Store 'Pearl Abyss'

Pearl Abyss teamed up with the men's style brand 'Swagger' to officially launch 'Geomeunsagak' on the 20th. 'Geomeunsagak' is men's underwear jointly designed by Pearl Abyss and Swagger.

Swagger is a lifestyle brand that has released underwear and apparel, surpassing 3 million cumulative product sales. In fact, 'Geomeunsagak' received such hot attention that it sold out on the online shopping mall '11st' on the 19th, a day before its release. 'Geomeunsagak' can be purchased through the Pearl Abyss store and Swagger's online mall. Buyers of 'Geomeunsagak' also receive item coupons usable in both the games 'Black Desert' and 'Black Desert Mobile.'

This is not Pearl Abyss's first parody. The first parody product planned by Pearl Abyss was 'Ggum-eunsagak' (Gum Desert). In June 2019, Pearl Abyss partnered with Haitai Confectionery to release 'Ggum-eunsagak,' a gum product. It was a silver-flavored gum featuring 16 Black Desert characters on the packaging. Inside the wrapper were game episodes and witty phrases that delighted users.

Last September, they collaborated with seaweed manufacturer Gwangcheon Kim to release 'Gim-eunsagak' (Seaweed Desert). At that time, it was planned with the unique concept of "roasted crisp by the desert heat." Opening the Gim-eunsagak box gave users a chance to obtain one of 29 Black Desert items, such as the Radiant Life Alchemy Stone, Gold Bar Box, or Premium Weapon Costume Box, adding another layer of enjoyment.

In December, they released the hair loss shampoo 'Gam-eunsagak' (Shampoo Desert) together with Swagger. The shampoo's slogan, "Oasis-like softness for desert-like hair," brought smiles to many.

Gaming Industry's Unique Collaboration Frenzy

Recently, game companies have been delighting users by collaborating with fields completely unrelated to gaming, including clothing and food.

Smilegate recently launched two types of 'Momoko Lunchboxes' in collaboration with Emart24, utilizing their flagship game 'Lost Ark.' This collaboration was much more successful than expected. Emart24 announced that sales of these lunchboxes increased by 731% (8.3 times) compared to the previous week from the 15th to the 19th. Com2uS also collaborated with Lotte Mart to sell 'Com2uS Proyakyul' and 'Summoners War Legendary Orange,' using the intellectual property (IP) of their flagship game 'Summoners War.'

An industry insider said, "The main purpose of collaborations is to provide fun to game users, but recently, the products themselves have become popular, expanding into various fields."

Editor's Note The goal of 'Game Dictionary' is to understand and clearly convey game-related issues every weekend. We always listen carefully to incidents and diverse voices arising from games. Any tips are always welcome.

This content was produced with the assistance of AI translation services.