Black Pink x PUBG Mobile Collaboration Project
As one of the world’s top K-pop groups, Black Pink teamed up with PUBG Mobile in 2020 and 2021 to create a unique interactive experience for both gamers and fans. This collaboration featured a virtual concert, Black Pink-themed skins and items, as well as in-game events, delivering an immersive fusion of music and gaming to millions of players worldwide.
Outcomes and Impact
The Black Pink collaboration with PUBG Mobile achieved significant global exposure, reaching 12.8 billion impressions and driving a 33% player growth. The virtual concert, featuring hits like “How You Like That” and the exclusive track “Ready For Love”, attracted 47 million total viewers with 15.7 million concurrent at its peak. The project garnered 9.3 billion press mentions, 170 million music video views, and 72 million social media engagements, solidifying it as one of the most successful cross-industry events in gaming and music entertainment.
During my internship at Tencent America, I had the opportunity to design cross-promotion in-game events that featured a collaboration with the global K-pop sensation, BLACKPINK. This event was a massive success, resulting in 12.8 billion total exposures worldwide. The campaign not only introduced fresh, engaging content to the game but also attracted a 33% growth in player base during the event period. This project demonstrated the power of cultural and entertainment crossovers in driving player engagement and expanding game audiences.
I played a impor role in enhancing the overall gaming experience for PUBG Mobile I supported efforts to enhance the overall gaming experience for PUBG Mobile players by contributing to the analysis of player performance data. These efforts helped the team make informed decisions that led to an increase of 72 million social engagements across platforms and 170 million views for the “Ready For Love” music video. This engagement reflected the positive reception from players and fans alike, as they interacted with the new event features and shared their experiences on social media.
Another important aspect of my internship was gathering and addressing player feedback. Over the course of the event, I helped collect and respond to over 1,000 pieces of feedback from the community. By closely collaborating with the development and design teams, we ensured that player concerns were addressed, maintaining a balanced and seamless gameplay experience. This feedback loop was crucial in refining the event and contributed to a smooth, enjoyable experience for players during the high-profile collaboration.
