In the game “PUBG: BATTLEGROUNDS”, the fierce battles and the pressure of survival have long become part of the daily experience of players. But this time, the changes on the Erangel map brought a completely different feeling – KFC officially landed and opened a self-service ordering machine, giving the game a new interactive experience, and also let us see the huge potential of cross-border cooperation between game design and brands.
Let’s talk about the core gameplay of this event first. After players enter the Erangel map, they will find that the original gas station has become a KFC store. Here, you can order food through the self-service ordering machine. After placing an order, your game nickname will be displayed on the screen, and then the fried chicken meal you ordered will appear on the counter. It sounds simple, but it is a very innovative experience design: it not only enhances the immersion of the game world, but also uses the pun of the game term “eating chicken” to allow players to gain a wonderful connection between the game and reality.
Why is this thing worth our careful appreciation? From the perspective of product design and user experience, this is actually an excellent way to reach users. It combines the brand value in reality with the interactive behavior in the game, and realizes the deep connection between the brand and the players. KFC’s products in the game are not simply displayed, but given actual functions: the family bucket is equivalent to a first aid kit, the fries are similar to bandages, and the drinks are equivalent to energy drinks. This setting not only balances the gameplay, but also allows players to feel the presence of the brand in the game experience, avoiding a simple sense of advertising.
In addition, the use limit and stage unlocking design of the ordering machine reflect the game designer’s deep insight into player behavior. Each KFC ordering machine is only allowed to be used once, and it must wait until the 4th stage before it can be used again. This not only controls the resource balance in the game, but also increases the dimension of player strategic thinking. Players must weigh when to use this precious “food” and replenish it reasonably at the critical moment of the battle. This design greatly improves the diversity of gameplay and the playability of the game.
From a marketing perspective, the time window for this cooperation is one month, covering multiple maps such as Erangel, Miramar, Sanhok, Vikendi, and even KFC banners were hung on the take-off planes, which greatly increased the brand exposure. More importantly, this exposure is naturally integrated into the game world, rather than blunt advertising implantation, so players are more receptive and more likely to inspire positive brand associations.
Here we can see that the combination of games and real brands is no longer a one-way advertising implantation, but a two-way interaction. Players’ choices and behaviors directly affect the display of the brand, while brands provide players with substantial help and experience through game mechanisms. This interactive model is expected to become the mainstream direction of future in-game commercial cooperation.
In addition, this case also reminds us that the core of any successful cross-border cooperation lies in respect and innovation for user experience. Simple advertising cannot impress players. Only designs that integrate into the game world and enhance immersion can truly achieve a balance between business and art.
Finally, from the perspective of players, this gameplay that adds real-world elements undoubtedly increases the fun and freshness of the game. Being in the midst of gunfire and rain of bullets, you can suddenly “eat a bite” of hot fried chicken. The satisfaction and emotional release brought by this contrast cannot be replaced by any simple combat mechanism.
In general, KFC’s landing in Erangel is not only a brand implantation, but also a practice of combining game design and business innovation. It shows us how to create a win-win situation for brands and players through clever mechanism design. Behind this experience is an accurate insight into the player’s psychology and a deep understanding of the game world, and it is also a microcosm of the future trend of the interweaving of games and reality.