InnoGames integrates MAC Cosmetics into the characters of the online game Elvenar


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Most branded partnerships with game companies don’t involve a lot of the imagination, like the memorable and much hated Monster Energy drinks in Death Stranding. But German InnoGames is launching a partnership with MAC Cosmetics to incorporate their makeup art into the online fantasy city building game Elvenar, all in the name of diversity.

The companies have teamed up to raise awareness of diversity in the real and virtual worlds, and this is the first time InnoGames has taken the risk of putting a brand in its products. In the game, you will be able to paint the faces of your characters with virtual makeup that actually looks like art, just in time for Halloween.

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

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

Image Credit: InnoGames

The companies said the collaboration felt natural as they share values ​​around diversity, inclusiveness and creativity. Christian Reshöft, Product Manager of InnoGames, said gamers should come as they are and express themselves in the virtual world. And the integration of the MAC brand fits into the mystical fantasy world, as players can decorate their characters as they wish.


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

Above: Elvenar will be presenting MAC Cosmetics until November 11.

Image Credit: InnoGames

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

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

“It’s all about diversity and our commitment to it. InnoGames and MAC Cosmetics strive to diversify the games and beauty industries and we share values ​​centered on diversity, inclusiveness and creativity, ”said Funda Yakin, Director of Media and Market Development at InnoGames , in an email to GamesBeat. “The collaboration was perfect as we got ready for the Halloween event at Elvenar and MAC for their own seasonal events, so why not team up. “

Yakin added, “Games are becoming an important communication channel and a way to reach a large and diverse audience. Newzoo predicts that there will be 2.7 billion players in the world by the end of 2020. With more and more people playing games, this highlights the growing popularity of the game with various audiences and culture. of the game itself is part of global popular culture.

The new avatars will remain in the game indefinitely. Through competition, InnoGames has stated that players will also have the chance to be included in the game as an avatar based on their own fantasy makeup.


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