MrBeast has brought his brand into another video game. The YouTube star’s latest partnership is a deal with Zynga‘s Socialpoint studio centered around the mobile game Top Troops.
Top Troops is a strategy game launched last year by Socialpoint, the studio acquired by Take-Two in 2017. (Take-Two became Zynga’s parent company after closing a $12.7 billion deal in 2022.) Top Troops players who download the game on either iOS or Android devices can now take part in the MrBeast Battle Challenge, which was designed in tandem with the titular creator (whose real name is Jimmy Donaldson.)
The MrBeast Battle Challenge is a 14-day gauntlet filled with challenges that look like they came out of a MrBeast video. The creation of “MrBeast-themed obstacles” is nothing new for North Carolina-based Donaldson. Last year, he jumped into another casual game when he designed levels and characters for Scopely’s Stumble Guys.
As is the norm with this type of partnership, MrBeast’s Top Troops cameo also includes some themed unlockables. Players who complete the MrBeast Battle Challenge earn in-game currency that can be spent on MrBeast-branded items. Some fans have already shown off the collectibles in videos of their own.
“As the world’s biggest YouTube star, MrBeast introduces a thrilling new chapter for Top Troops by bringing his signature style and personalized touches,” said Socialpoint Head Akshay Bharadwaj
in a statement. “We’re excited to push the boundaries by partnering with top creators like MrBeast who truly connect and resonate with our players to deliver unforgettable mobile gaming experiences.”Over the past year, many game publishers have embraced the marketing potential of creator team-ups. Streamers like Sapnap and Moist Cr1TiKaL recently got their own flagships in World of Warships, and gamers TimTheTatman and Nickmercs locked-and-loaded with custom avatars in the Call of Duty franchise.
Partnerships with MrBeast come with an added bonus: A presence on his YouTube channel. Stumble Guys enjoyed the “MrBeast bump” last year, and Socialpoint is poised to profit as well. The most recent MrBeast video includes an ad read for Top Troops and a reference to the new collab. “My new character can literally lower the enemy’s damage,” Donaldson says in the video, “and if you use it in my challenge it gets even more powerful.”
Zynga will soon have a chance to outline its plans in the creator economy. It is slated to present at the NewFronts, which will return to New York City on April 29.
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