For years, gaming partnerships have existed between gaming companies and food and drink companies like Doritos and Mountain Dew. However, it seems as if these gaming companies have finally realized they haven’t been appealing to one of their most popular demographics. Over the last year, game companies have started creating partnerships with different beauty brands, which means they finally realize that people can have an interest in video games and makeup.
One recent partnership comes with Xbox and nail polish brand OPI. Shades include “Achievement Unlocked” and “Heart and Con-Soul.” With their purchases, fans can also unlock new in-game content in the games “Forza Horizon 5” and “Halo Infinite.” Marcos Waltenberg, the global partnerships director at Xbox, said that the partnership has come from “this moment of really overcoming that idea of the gamer being just that one demographic, that preconceived notion of the gamer being in the basement, and usually a man, 18 to 30-something.”
The deal with Xbox and OPI is not the first of its kind. Last year, Colourpop teamed up with one of Nintendo’s most popular franchises, Animal Crossing, in releasing eyeshadow palettes and a gold gel that resembles the currency in the game, Bells. NYX also launched a limited edition makeup collection including an eyeshadow palette and lip glosses and liners with Tetris last March.
With partnerships between gaming companies and beauty brands on the rise, it seems the industry is finally seeing a vital shift in how they market to their customers and who they are trying to represent. For years, video games wrongly believed only men play video games. With these team ups, it’s clear there is a change in the way video games will be marketed, as well as beauty products.