Featuring In-Game Digital Content and Real-World Apparel
BALENCIAGA is no stranger to making statements through video games. From the 2021 Fall/Winter virtual showcase “Afterworld: The Age of Tomorrow” to the mini-game for their ski collection, and even the pixel game created with their music partner BFRND, BALENCIAGA has consistently shown a keen interest in the virtual utopia.
Recently, BALENCIAGA has teamed up with the mobile racing game “Need for Speed: Edge” for an extensive collaboration that includes both in-game content and a physical fashion line. Developed by Tencent’s TiMi Studio and officially licensed by Electronic Arts (EA), this partnership marks a significant venture.
About the Game:
First launched in 1994, the “Need for Speed” series revolutionized street racing games. “Need for Speed: Edge” is the first mobile game of the series released in Mainland China, offering an immersive audiovisual experience. The game spans 13 different regions, featuring varied terrains, weather conditions, and gameplay styles, providing an open-world racing experience.
In-Game Content:
BALENCIAGA’s in-game contributions include:
- Custom BALENCIAGA-branded car liveries
- Racer outfits personally selected by Demna
- Unique car decals
- Landmark buildings such as a replica of BALENCIAGA’s London flagship store, a preview of the upcoming Shanghai Taikoo Li flagship store, and BALENCIAGA graffiti walls
Some items can only be unlocked by completing in-game challenges, while others are available for purchase in the game store.
