ThePUBG Mobileteam has partnered with Lionel Messi to promote a new, soccer-themed update for its hit battle royale game. ThePUBG Mobile2.3 update—dubbed “Football Carnival”—will add a number of time-exclusive consumables, equipment, outfits, and other cosmetics, as well as a new in-game event called Global Chicken Cup which Messi is set to captain.Tencent has been teasing this collaboration with Messi since the turn of the month. Today’s announcement comes weeks after thePUBG Mobile2.2 update introduced some major additions, including a complex weather system, Gear Front game mode, and a new map called Nusa. The timing of the update coincides withthe 2022 FIFA World Cup, which is almost certainly intentional.RELATED:PUBG Mobile is Crossing Over With WarframeTencent has yet to attach a firm release date to its soccer-themedPUBG Mobileupdate, though the publisher did state that the next version of the game will debut later this month. Based on its existing track record, the update will likely roll out over a couple of days and should be available globally no later than November 20, which is when this year’s FIFA World Cup is scheduled to start in Qatar. Should the Global Chicken Cup run in close parallel with the real-life tournament, the event will conclude on December 18. That timeline also corresponds with many previously heldPUBG Mobileevents.
This celebrity collaboration is hardly the first time Tencent opted to promote its hit battle royale game by teaming up with another high-profile brand, as the Chinese entertainment giant has a long history of doing just that. This May,PUBG Mobilecrossed over withThe Boys, Amazon’s popular TV series based on the eponymous superhero comics. The company also held promotional events in partnership with hit free-to-play shooterWarframeand supercar manufacturer McLaren Automotive over the course of this year.
The list ofPUBG Mobile2021 cross-promotions is even more impressive, as it includes everything fromSpider-Man: No Way HomeandLeague of Legendsto K-pop girl group Blackpink, Legendary Pictures' blockbusterGodzilla vs. Kong, andthe Internet sensation that is Pinkfong Baby Shark
Tencent’s aggressive marketing efforts in the vein of the newly announced collaboration with Messi are a large part of the reason whyPUBG Mobileis one of the most popular games ever created. In terms of players,PUBG Mobilekeeps passing impressive download milestoneson a yearly basis. As of this May, four years into its release, the game grossed over $8.42 billion in global revenues, according to Tencent’s latest earnings report.
PUBG Mobileis available now on Android and iOS devices.
