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May 19, 2023
The Story Behind the Global Hit "PUBG MOBILE" x BE@RBRICK Collaboration: An Interview with Tencent Games' Vincent Wang and Rick Li, and KRAFTON's KS Lee | ME
MEDICOM TOY
We want you to fully experience the appeal of collaborations between games and art toys.
A collaboration with BE@RBRICK was held as part of the 5th-anniversary event for "PUBG MOBILE." How did this seemingly unexpected project come about? We spoke with Vincent Wang, Representative of PUBG MOBILE Global Publishing at Tencent Games, Rick Li, Producer of PUBG MOBILE at Tencent Games LIGHTSPEED STUDIOS, and KS Lee, Representative of PUBG MOBILE Japan Publishing at KRAFTON.
Text by SHINNO Kunihiko | Edit by TOMIYAMA Eizaburo
We wanted to bring more interaction and enjoyment to the collectors and players of both brands.
Released globally in March 2018, "PUBG MOBILE" surpassed 1 billion downloads worldwide in just three years and is now celebrating its 5th anniversary. Various in-game events are currently underway to commemorate this milestone.
Among these, the collaboration event with BE@RBRICK, the bear-shaped block-type figures from Medicom Toy, has garnered significant attention. In the battle royale matches on the in-game "Erangel" map, players can gain various advantages by approaching and interacting with three giant BE@RBRICK figures that appear on the map. Additionally, a total of four types of "Companion-BE@RBRICKs" (Level 3 Helmet, Ghillie Suit, Mummy, and Airdrop) accompany players, offering a fun experience that has been met with acclaim from "PUBG MOBILE" fans worldwide.
Furthermore, to commemorate this collaboration, a limited edition "PUBG MOBILE" "BE@RBRICK PUBG MOBILE Air Drop (Supply Crate) 400% / 1000%" was sold. This was a great success, with only participants in the in-game event eligible for advance purchase rights (the advance purchase event has already concluded).
For this BE@RBRICK collaboration, we interviewed Vincent Wang, Representative of PUBG MOBILE Global Publishing at Tencent Games, Rick Li, Producer of PUBG MOBILE at Tencent Games LIGHTSPEED STUDIOS, and KS Lee, Representative of PUBG MOBILE Japan Publishing at KRAFTON.
BE@RBRICK, as a leader in global trends, was precisely the partner PUBG MOBILE was looking for.
Congratulations on the 5th anniversary of "PUBG MOBILE." First, could you briefly explain what kind of game it is for OPENERS readers who may not have played it yet?
Vincent Wang"PUBG MOBILE," released globally in March 2018, is one of the most internationally recognized and popular battle royale shooter apps. Developed using Unreal Engine 4, we've focused on creating a highly realistic tactical shooter experience for players in terms of graphics, maps, and the feel of shooting.
Specifically, up to 100 players descend onto an island to compete. Players search for weapons, equipment, and supplies, battling other players within a shrinking game area. You can also choose from multiple maps such as Erangel, Miramar, Sanhok, and Livik.
Since its release, "PUBG MOBILE" has become a global phenomenon, with over 1 billion downloads worldwide. PUBG MOBILE is known for its continuous updates with innovative gameplay and collaborations with internationally renowned brands, bringing fresh and enjoyable experiences to players.
What kind of collaboration events have been held for "PUBG MOBILE," which is popular worldwide?
KS LeeWhen planning collaborations, we consider what value they will bring to PUBG MOBILE players and how we can provide an enjoyable gaming experience through rich and innovative game content.
We have built a wealth of collaborative content for players and continuously created new gaming experiences through collaborations with various famous international IPs and celebrities, including athletes, musicians, movies, and luxury cars.
For example, we've collaborated with international football star Messi and kung fu legend Bruce Lee. We also held the first-ever virtual concert in PUBG MOBILE history with the top Korean girl group BlackPink, offering users an unprecedented auditory experience that was well-received by players and the media.
The "PUBG MOBILE" x "BE@RBRICK" collaboration, which began on April 14th this year, generated significant buzz not only among general game users but also from outside the gaming community.
KS LeeThis year marks the important 5th anniversary of "PUBG MOBILE's" release. Therefore, we pushed forward with a major collaboration with BE@RBRICK, incorporating BE@RBRICK elements and limited-edition companions and physical BE@RBRICKs into the anniversary celebration theme. We aimed to offer players an art toy and an interesting collaboration, providing them with the experience of "the latest collection" and allowing them to feel the charm of top-tier art toys.
First, we infused BE@RBRICK elements into the game's main theme. On the Erangel map, three giant BE@RBRICKs appear randomly. By interacting with them, players can obtain corresponding items such as supply crates and medkits.
In addition, this collaboration features four types of Companion-BE@RBRICKs and collaboration items: Level 3 Helmet, Ghillie Suit, Mummy, and Airdrop. Furthermore, we introduced the first-ever limited edition physical BE@RBRICK (Airdrop), allowing players who participated in the in-game limited-time event to qualify for purchasing the physical BE@RBRICK.
How did the collaboration with BE@RBRICK begin?
Vincent Wang"PUBG MOBILE" has always sought top-tier IPs in the industry to bring novel and profound collaborative experiences to players. BE@RBRICK is one of Medicom Toy's most iconic fashion IPs. Since its creation to the present day, it has been one of the most famous cultural and fashion symbols in the industry, constantly pushing the boundaries of creativity and loved by artists, brands, and fans worldwide.
As a leader in global trends, BE@RBRICK was precisely the partner "PUBG MOBILE" was looking for. We wanted to merge the app game with art toys and give the unique style of BE@RBRICK to players and fans around the world. This was the motivation behind it. We aimed to bring more interaction and enjoyment to the collectors and players of both brands.
The idea of winning advance purchase rights for BE@RBRICK within the event is also a unique initiative.
Vincent WangThis time, we specially released an in-game pre-sale event called "The Latest Collection." We wanted to provide fans with the opportunity to purchase limited edition collaborative BE@RBRICKs and enhance their enjoyment through participation in rich in-game activities.
We hope that those who enjoyed this special event and won the chance to get the collaborative BE@RBRICK are delighted.
Through this collaboration, we want to draw the attention of cutting-edge creators to PUBG MOBILE.
For this event, the "PUBG MOBILE Air Drop (Supply Crate) 400% / 1000%" was created. What is the significance of an "Air Drop (Supply Crate)" within PUBG MOBILE?
Rick Li"Air Drop" is one of the most iconic elements of PUBG MOBILE. In the game, players can obtain top-level weapon equipment through supply crates dropped from the sky. These include weapons that some players cannot normally acquire, and players can also get other items like backpacks, helmets, and body armor.
In the game, a plane flies by periodically and drops supply crates. These crates deploy a large parachute upon landing, emit a flash, and produce a distinctive red smoke after hitting the ground. While pursuing supply crates can be risky, obtaining them can significantly enhance a player's combat advantage, making them worth fighting for.
As a distinctive element of PUBG MOBILE, "Air Drop" has extremely high recognition among players worldwide. Therefore, we wanted to showcase this unique PUBG MOBILE feature with the collaborative BE@RBRICK, capture the attention of fans, and make them appreciate it.
How were the BE@RBRICK designs decided upon through discussion?
Rick LiWe wanted to convey the authoritative elements of PUBG MOBILE through the design and resonate with users.
As mentioned earlier, the supply crate (Air Drop) is one of PUBG MOBILE's signature elements, highly recognized and popular among users. Inspired by this supply crate (Air Drop), we incorporated LED and smoke elements, leveraging the characteristics of BE@RBRICK to create the coolest BE@RBRICK possible.
BE@RBRICK PUBG MOBILE Air Drop (Supply Crate) 400% / 1000%
*The event to win advance purchase rights for the PUBG MOBILE in-game limited edition BE@RBRICK has concluded for all items.
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KS LeeWe are deeply honored to have had the opportunity to collaborate with Medicom Toy on this project. We are immensely grateful to all the fans who acquired the limited edition collaborative BE@RBRICK. We hope they enjoy it and find it pleasing.
What are your expectations regarding the impact of this event?
Vincent WangFirst and foremost, we want people to enjoy the content of this collaboration. Beyond that, we want them to fully experience the appeal of collaborations between games and art toys. We also hope that this collaboration will draw the attention of cutting-edge creators to "PUBG MOBILE." We are preparing even more exciting content in the future, so please look forward to it.
Finally, could you please share a message for your fans in Japan who enjoy "PUBG MOBILE"?
KS LeeThank you for your strong support of "PUBG MOBILE" over these past five years. We hope you are delighted with the BE@RBRICK event and the physical BE@RBRICKs. We will continue to release more collaborations and rich game content, so please stay tuned!
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