New video game Fall Guys has given brands an opportunity to get their own in-game costumes in a charity bidding competition, entitled ‘Battle of the Brands’.
Following a very positive reception upon release, the game has become the most downloaded PS Plus game of all time on a global basis, according to PlayStation UK.
Fall Guys announced on August 24, 2020, it would be running a competition to give brands an opportunity to advertise in-game, tweeting: “The thirst from brands has been unreal… so we’re turning it into something positive! Prize: Your brand inside Fall Guys as a costume!”
The competition ran for two weeks, and the winner was to be the brand or person who pledged to donate the most to UK-based charity Special Effect. The charity offers equipment and support to physically disabled people who play video games.
In a follow-up tweet the game tagged several famous brands and said: “We will DM to confirm any boring legal paperwork, and then after they donate, we’ll post it publicly to confirm!”
The highest bid going into the second week was $422,222.22 (£320,888.89) from YouTube family gaming channel, FGTeeV. The gaming channel features FGTeev Duddy, Mommy and their four children.
But the competition ended on August 31, with the winning bid being $1million (£744,565). The final bid was a collaboration between YouTuber and philanthropist Mr. Beast, Twitch streamer Ninja, esports entertainment brand G2 Esports and FPS training system Aim Lab.
Other bidders included games Warframe and Rivals of Aether, and brands Cooler Master and Gaimz.
SpecialEffect showed its appreciation for the campaign, tweeting: “It’s so amazing to see the INCREDIBLE reaction to this! Huge thanks to @FallGuysGame and everyone involved for the extraordinary signal boost! The money raised will enable us to help so many people with disabilities to get back in the game.”
The battle royale-style game was developed by Mediatonic and published by Devolver Digital, and was released at the start of August 2020. It has been getting rave reviews from gamers and the public, with a 9/10 Steam rating from more than 113,000 reviews (at the time of writing).