The June 2025 Lineup: IP at Its Best
Welcome to the first edition of the Yodo1 Licensing Blast, our new newsletter spotlighting the biggest moves in the world of game x IP collaborations.
Each month, we’ll highlight standout trends, live events, launches, and licensing strategies that are shaping the future of gaming – across mobile, PC, console, and UGC platforms. Whether you’re a game developer, publisher, or IP owner, this is your go-to for what’s working, what’s next, and how to be part of it.
This month, six bold new activations are proving one thing: the right IP collaboration can make or break your launch.
From console to mobile to UGC platforms, we’re seeing a fresh wave of cross-media innovation -and it’s not just about slapping on a skin or two. These integrations are foundational, building deeper narratives, community involvement, and monetization strategies right into the core of the game.
Whether you’re a developer, publisher, or IP holder, these examples offer a front-row seat to what works – and why it matters. And us at Yodo1 can help you in you brand licensing journey.
1. Death Stranding 2 x Usada Pekora (Kojima Productions)
PS5 | June 26
When Hideo Kojima brings a Hololive VTuber into his cinematic universe as a permanent NPC, it’s not a gimmick – it’s a message. Usada Pekora’s fully voiced character adds quests and lore, blending streaming culture with deep, narrative-driven gameplay.
Yodo1’s Take: Expect more VTubers and digital creators to appear in-game, not just in promo reels. This is the next phase of influencer engagement.
2. Fortnite x Squid Game (Epic Games)
UEFN | June 27–30
Squid Game joins Fortnite’s UEFN ecosystem, delivering survival-style gameplay and creator tools to build your own Squid-inspired maps. It’s IP meets UGC at scale.
Yodo1’s Take: This is the future of branded gaming—where the fans aren’t just playing the content, they’re creating it.
4. Honor of Kings x Hello Kitty – Phase 2 (Tencent)
Mobile | June 28
Five new skins and a 10-day sign-in event bring Sanrio charm back to the MOBA giant. The phased rollout strategy is textbook IP lifecycle management.
Yodo1’s Take: Cute doesn’t mean casual. Lifestyle IPs like Hello Kitty can massively expand your audience—especially in competitive games.
5. MARVEL Mystic Mayhem (NetEase Games)
Mobile | June 25
A tactical RPG that drops players into a multiversal showdown with Doctor Strange and Scarlet Witch. This isn’t Marvel’s first mobile move—but it might be their smartest yet.
Yodo1’s Take: Marvel understands how to localize global IP for mobile-first markets. If you’re launching in APAC, take notes.
6. Persona 5: The Phantom X (Perfect World / SEGA-Atlus)
PC & Mobile | June 26
The Phantom Thieves return with a fully localized, cross-platform spinoff. With synced progression and global support, it’s the most accessible Persona title yet.
Yodo1’s Take: Cross-platform = cross-border. If you want your franchise to scale, eliminate barriers between players.
| Activation Type | Strategic Advantage |
|---|---|
| UGC + Cinematic IP | Empowers community creation and virality |
| Lifestyle Brand Crossover | Expands into new audience demographics |
| Anime & VTuber Integration | Taps into fandoms with high retention and spending patterns |
| Narrative Franchise Scaling | Lowers entry barriers for new markets and player types |
Each of these partnerships goes beyond cosmetic. They represent a maturing of the industry, where gameplay, brand, and fan culture intersect in deeper, more monetizable ways.
This is just the beginning.
Every month, we’ll bring you a curated look at the most innovative and impactful brand x game integrations – plus expert insight from Yodo1’s global licensing team.
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