PUBG Mobile, one of the most popular mobile games in the world, has announced its latest collaboration with Machine56, an Indonesian streetwear brand that has gained international recognition. This is the first time PUBG Mobile has partnered with a local fashion brand.
Through this partnership, PUBG Mobile has launched in-game skins inspired by Machine56 to help players showcase their sense of style in Battlegrounds. Meanwhile, Machine56 has produced exclusive PUBG Mobile-themed apparel in limited quantities with only 300 units available worldwide.
Elvarica Noviyanti, the Country Manager Level Infinite Indonesia, states that this collaboration represents PUBG Mobile’s commitment to providing new experiences for its players and can be enjoyed by gaming and fashion enthusiasts globally.
The President Director of Machine56, Rajaya Yogaswara, aka Yoga, explains that the in-game skin design collaboration with PUBG Mobile is based on the theme of “Style Over Substance.”
“This is a message we want to convey to all Machine56 and PUBG Mobile fans, to take risks in creative experimentation,” says Yoga.
Style Over Substance is often used to describe a situation where visual aesthetics are valued more than their underlying meaning. In the context of Cyberpunk, Style Over Substance focuses on the visual elements and style of the genre.
“Through this collaboration, Machine56 and PUBG Mobile want to convey the message More Styles, More Skills, to our fans,” adds Yoga.
The in-game skin from this collaboration, namely the M56 FL V1A-PBU Set costume, can be found in PUBG Mobile starting from Friday, March 17th, 2023, in Indonesia and the United States. In addition to the in-game skin, the collaboration also brings physical apparel such as jackets, t-shirts, and Machine56 helmets. This exclusive collection will be released and sold globally through the Machine56 website.
The collaboration between PUBG Mobile and Machine56 was initiated by the collaborative agency LabX, which is a division of the digital marketing agency Bubu.com. LabX has been Machine56’s marketing agency since 2020.
“At LabX, we have the vision of #ImpactCollab, with a mission to promote local brands in the Indonesian market and penetrate the global market to support the development of domestic products,” said Shinta Dhanuwardoyo, the CEO of Bubu.com, who is also a creative economy activist.
“This collaboration between Machine56 and PUBG Mobile also shows the importance of collaboration in developing creative ideas and penetrating new target markets,” she adds.
To officially launch this collaboration, Machine56 and PUBG MOBILE will hold a joint press conference with the Ministry of Tourism and Creative Economy (Kemenparekraf) on Monday, March 20th, 2023.