Market (Overall)·Updated Mar 17, 2026 by Newzoo
Aligning in-game collaborations with external transmedia marketing, such as theatrical film releases, can drive DAU increases of up to 120%.
IP collaborations generate an average 11% increase in daily active users (DAU) during the first week of launch, with engagement typically peaking between the fourth and fifth days.
Premium games see a 19% average DAU boost from collaborations, significantly outperforming free-to-play titles, which see an 8% increase due to a heavier reliance on cosmetic-only content.
Battle Royale and Sandbox titles, such as Fortnite and Roblox, lead the industry in the frequency of brand partnerships.
Game-to-game IP partnerships are the most common form of collaboration, followed by integrations with anime, manga, and comic franchises.
The success of a collaboration is highly dependent on brand fit and strategic timing, as evidenced by expansions like Dead by Daylight and Top Gun: Maverick.
Aligning in-game collaborations with external transmedia marketing, such as theatrical film releases, can drive DAU increases of up to 120%.
IP collaborations generate an average 11% increase in daily active users (DAU) during the first week of launch, with engagement typically peaking between the fourth and fifth days.
Premium games see a 19% average DAU boost from collaborations, significantly outperforming free-to-play titles, which see an 8% increase due to a heavier reliance on cosmetic-only content.
Battle Royale and Sandbox titles, such as Fortnite and Roblox, lead the industry in the frequency of brand partnerships.
Game-to-game IP partnerships are the most common form of collaboration, followed by integrations with anime, manga, and comic franchises.
The success of a collaboration is highly dependent on brand fit and strategic timing, as evidenced by expansions like Dead by Daylight and Top Gun: Maverick.