Most brand partnerships with game companies don’t involve much imagination, like the memorable and much-hated Monster Energy drinks in Death Stranding. But Germany’s InnoGames is launching a partnership with MAC Cosmetics to embed its makeup art in the online fantasy city-building game Elvenar — all in the name of diversity.

The companies have teamed up to raise awareness about diversity in both real and virtual worlds, and it’s the first time InnoGames has taken the risk of putting a brand into its products. In the game, you’ll be able to paint the faces of your characters with virtual makeup that actually looks like artistry, just in time for Halloween.

The collaboration runs from October 22 to November 11. During this period, fans of Elvenar and MAC will see Elvenar-inspired makeup looks in the real world, tips on how to recreate their own look at home, giveaways on the companies’ social media channels, and an in-game Halloween event.

Above: MAC Cosmetics adds its makeup to an Elvenar character.

Image Credit: InnoGames

The companies said the collaboration seemed natural because they share values around diversity, inclusivity, and creativity. InnoGames chief product officer Christian Reshöft said players should come as they are and express themselves in the virtual world. And the MAC brand integration fits with the mystical fantasy world, as players can decorate their characters as they wish.

German drag artist Vava Vilde, MAC global senior artist Angelo Rauseo, and MAC national artist Luisa Sporkenbach have each created avatars, along with tutorials to recreate them at home.

Above: Elvenar will feature MAC Cosmetics through November 11.

Image Credit: InnoGames

For Halloween, this year’s storyline will introduce players to a new character with tasks and prizes that have never been seen before in the game. Surprises are coming from the artists.

Elvenar, which debuted in 2015, is a free-to-play game available on browsers and iOS and Android. The Hamburg, Germany-based InnoGames has 400 employees and reported last year that it had generated $1.1 billion in lifetime revenue.

“It’s all about diversity and our commitment to it. InnoGames and MAC Cosmetics work to make the games and beauty industries more diverse and we share values centered around diversity, inclusivity and creativity,” said Funda Yakin, director of media and market development at InnoGames, said in an email to GamesBeat. “The collaboration was a perfect fit as we were preparing for the Halloween event in Elvenar and MAC for their own seasonal events so why not team up. ”

Yakin added, “Games are becoming an important communication channel and are a way to reach wide, diverse audiences. Newzoo predicts that there will be 2.7 billion gamers worldwide by the end of 2020. With more and more people playing games, it underlines the increased popularity of gaming among diverse audiences and gaming culture itself is becoming part of global popular culture.”

The new avatars will stay in the game indefinitely. Through the competition, InnoGames said players will also have the chance to be included in the game as an avatar based on their own fantasy make-up look.


GamesBeat Black Friday Gift Guide: Everything we recommend this holiday season