When you look at the battle royale genre, Fortnite usually takes the crown for high-profile partnerships. Whether it is world-famous musicians, massive movie franchises, or indie hits, Epic Games has a formula for what works. PUBG Mobile, by comparison, has taken a much more erratic, and frankly, stranger path to the top.

With the recent addition of the Naruto Shippuden collaboration, it is clear that Krafton isn't slowing down. Instead, they are actively pursuing partnerships that often leave players scratching their heads. But why the kookiness? To understand the strategy, we have to look back at some of the most bizarre events to hit the battleground.

The Hall of Fame of Weird Collabs

Looking back at the game's history, a few stand out for their sheer randomness:

  • Tesla: While the Model Y and Roadster fit well enough, the Cybertruck’s boxy, goofy design serves as a reminder that bigger is not always better in a tactical shooter.
  • Bruce Lee: Bringing a deceased celebrity into the game for martial arts trials and cosmetics was undeniably effective, if a little morbid for some players.
  • Grubhub: This collaboration allowed players to moonlight as delivery drivers, providing car cosmetics and a limited-time event. Presumably, you were still expected to survive the match, which isn't usually part of a standard food delivery shift.
  • KFC: While Fortnite was busy with the Avengers, PUBG Mobile was busy with fried chicken. It wasn't the first time the brand entered gaming, but it remains one of the more greasy, head-scratching additions to the game.
  • American Tourister: Perhaps the most bizarre of all, this partnership brought high-end luggage to an action-packed shooter. It is hard to find two concepts more disconnected than a survival game and a suitcase manufacturer.

Method Behind the Madness

If these choices seem confusing, it is likely because the target audience for PUBG Mobile is vastly different from its competitors. While Fortnite might chase Western indie trends like The Amazing Digital Circus, Krafton is playing a different game. Naruto Shippuden and long-term partners like Ferrari have widespread, enduring appeal regardless of fleeting Western trends.

This strategy also explains the frequent focus on K-pop idols and bands. While those genres have gained traction in the West, their primary strength remains in markets like China, Japan, Korea, Indonesia, and the Philippines. These regions represent the bulk of the PUBG Mobile player base, which hit a massive one billion downloads as of 2021.

Because the game reaches such a massive and diverse audience, it makes sense for Krafton to bridge the gap between high-fashion, supercars, and fast food. It might look like a collection of random ideas to a Western observer, but for a global audience, it is a calculated effort to maintain a presence across every social stratum. The collaborations are not just random; they are a direct reflection of a truly global, massive player base.