'Ready for Love' is the first music video created by PUBG MOBILE and BLACKPINK.

This release campaign showcased how gaming partnerships can allow musicians to engage with fans in novel ways to global success.

Teased during "THE VIRTUAL", BLACKPINK and PUBG MOBILE's first virtual concerts, this campaign demonstrates how PUBG MOBILE's free-to-play model and global userbase was utilised to structure and amplify the release especially in emerging markets such as MENA.

At a time when the metaverse is in its infancy this campaign and music video is an innovative step into the future for both music and gaming.

PUBG MOBILE is one of the world's most popular mobile games with over 1 billion downloads and a global playerbase. They specialise in innovative partnerships with leading brands and musicians to bring their players new and exciting experiences.

In 2020, PUBG MOBILE and BLACKPINK (through YG Entertainment) launched their first collaboration to worldwide acclaim including cross promotion of BLACKPINK's new album and in-game themed items.

In 2022, PUBG MOBILE and BLACKPINK took their second partnership to new heights, becoming the biggest in PUBG MOBILE's history, breaking PUBG MOBILE records. This included launching both the band's and game's first ever virtual concert and the official debut of the highly anticipated track and co-created music video for 'Ready For Love' seamlessly bringing together the worlds of gaming and music for fans everywhere.

'Ready For Love' is the first new song to debut from BLACKPINK after a two year hiatus.

It was essential that PUBG MOBILE selected a partner that resonates with their key communities in Asia, but also globally, and with women. With BLACKPINK's strong and international fan base they provided the opportunity to create an experience that appealed to existing players as well as attract new users.

The release of the special track 'Ready For Love' and jointly produced music video was negotiated with YG Entertainment to be at the heart of the partnership. Mentioned during BLACKPINK’s Netflix documentary, the already highly anticipated song would bring maximum awareness and hype.

PUBG MOBILE and YG Entertainment's strategy was to create an exclusive moment for players and fans across the world with a tease of the track debuting as part of THE VIRTUAL BLACKPINK concert inside PUBG MOBILE. Special outfits, items and emotes were created to further allow player concert interaction ahead of the full song release.

The overarching goal of both PUBG MOBILE and YG Entertainment was to ensure it appealed to both fans of the band and game alike.

The narrative was devised to fit the themes of the song and shared values of BLACK PINK and PUBG MOBILE. Cutting edge technology was used by the PUBG MOBILE team to recreate the likeness of the stars, from facial expressions to signature dance styles, to faithfully place them in the digital world of the music video. This video marks the first fully virtual CG MV by PUBG MOBILE and YG Entertainment.

BLACKPINK's digital avatars enter the game battlefield and traverse iconic locations from the PUBG MOBILE universe as the members go through hardships and obstacles before finally gathering in the 'circle of happiness'. Familiar game elements such as airdrops, helmets, planes and bullets embellish the video to further immerse viewers in the PUBG MOBILE world.

"To prepare for the release of the music video PUBG MOBILE and YG Entertainment devised several marketing and PR phases to maximise awareness. Each phase was supported by cross promotion on BLACKPINK's and PUBG MOBILE's social channels.

July 12th - PUBG MOBILE revealed the return of BLACKPINK, announcing the first free Virtual Concert for both the game and band. Press and socials teased an as yet unidentified 'special track' debuting during the concert to build hype and drive concert registration.

July 22nd - Press and socials revealed the title of the special track. PUBG MOBILE hosted the first of two free concert weekend experiences featuring a selection of BLACKPINK's biggest hits and the debut tease of 'Ready For Love'.

July 29th - PUBG MOBILE released the co-branded 'Ready for Love' music video available exclusively on PUBG MOBILE and BLACKPINK's YouTube channels or in PUBG MOBILE. "

THE VIRUTAL concert teasing the special track was watched by over 15.7M people, driving hype for its full release.

On launch day, 'Ready For Love' hit No. 1 on Billboard's trending music chart as the music video's release continued to make headlines across the world. Views exceeded 170M, making it the highest-played video content in PUBG MOBILE history.

5282 articles were secured globally during the 2022 partnership equalling 9.25BN UMV's; the highest result for an activation since the product's launch. These included placements in gaming, entertainment, music, national and lifestyle top tier international titles.

On socials, the partnership reached an estimated 72 million with 91% positive sentiment seen in engagements. Twitter hot searches topped the global, music and entertainment charts and google trend brand buzz peaked at a new quarterly high around launch.

BLACKPINK X PUBG MOBILE's THE VIRTUAL named 'Best Metaverse Performance' at MTV VMA's.