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Nissin’s ongoing collaboration with Square Enix gives the brand an opportunity to capitalize on Final Fantasy’s large global fan base. The long-running series has sold more than 135 million units worldwide, according to the release, pointing to the potential reach of a partnership that aims to deepen existing ties to the noodle brand. Nissin is leveraging mobile tactics to make access to the exclusive downloadable content more seamless for players of “Dissidia Final Fantasy NT.”

The games industry is generally becoming a more appealing target for marketers, as 65% of American households now have at least one member who plays video games, according to the Entertainment Software Association. More than 24.5 billion total games were sold in 2016, generating $30.4 billion through purchases of online subscriptions, downloadable content, mobile apps and social network games. Twenty-eight percent of 13- to 54-year-olds have purchased additional content for video games, research from the NPD Group found, and 77% of those said they like the option to pay to further their enjoyment of a given game.

Beyond packaged goods tie-ups, more marketers are looking to integrate their brands directly into video game narratives and world-building, as Nissan did for a quest in “Final Fantasy XV.” Coca-Cola, for example, last year introduced a virtual brand ambassador into the story mode of EA Sports’ “FIFA 18” soccer game. Buffalo Wild Wings also linked its Blazin’ Rewards loyalty program to the November release of “Call of Duty: WWII.” Customers could accumulate multiplayer experience points in the game by enrolling in the program, making purchases or checking in to one of the chain’s locations on social media.

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