If all predictions hold true, Cyberpunk 2077 is set to be the biggest game of 2020. Fresh off winning the Best of Gamescom Award, Cyberpunk 2077 is lining up some marketing collaborations as the game's November release date closes in.
Developer CD Projekt Red is known for creating deep, immersive worlds and this looks to be its most ambitious game yet. Cyberpunk's slew of customization options in the character creation mode is one way that the world of Cyberpunk will pull players in. Attention to detail is paid not only to character design and how NPCs interact with the player, but also in the little things that make the world feel alive. Sometimes that means including a variant of a real world product to add a touch of immersion to a game.
Announced via Twitter, Cyberpunk 2077 will be collaborating with Rockstar Energy to produce an energy drink based on Samurai Cola, a drink found in the game. Energy drink brands are no stranger to product integration, with Monster Energy appearing in the upcoming Halo: Legacy. And now it appears that fans of Cyberpunk's Night City can look to local store shelves for Rockstar's Samurai Cola.
The short ad for the collaboration shows a character pick up a Rockstar can, and after scanning and hacking the can, it slowly turns into a Samurai Cola with some Rockstar branding still present. It ends with a link to a website that is currently a placeholder with a "Coming Soon" banner. Not a lot to work with, but certainly enough to pique the interest of energy drink connoisseurs.
Cyberpunk 2077 looks to be filling its world with details big and small that help connect it to the real world. The Rockstar collaboration is one smaller way to add a sense of authenticity to a game world, but a larger theme the game is set to tackle is American gun culture in Cyberpunk's world. By bringing contemporary issues into the game, the game world is immediately able to connect with players, using this 'ripped from the headlines' approach. No matter what side one stands on, the inclusion of a contemporary debate might create further dialogue.
While the game looks to feature a world that is sure to pull players into it, outside of the game, the collaborations and merchandise will make it nearly unavoidable in the coming months. There are already Cyberpunk plushies set to drop, and one can only imagine the number of apparel and goods tie-ins likely to come in the wake of one of the biggest games of the year.
Cyberpunk 2077 is set to release on November 19th on PC, PS4, and Xbox One with future releases on PS5, Stadia, and Xbox Series X.