In a nod to its extreme fans, Gears of War is treating players of the Xbox game to pop-up events around the world where dedicated fans will receive bespoke tattoos from some of the best tattoo artists. The promotion is part of the kickoff of its fifth series, Gears of War 5. The events will take place for one night in Los Angeles, Berlin, Melbourne, London, Paris and Mexico City between September 4 and 6.
Gears Ink events are inspired by the culture of permanent art that the game’s fans have created over the years since its inception in 2006. Ahead of the game’s fourth drop in 2016, Xbox launched a four-minute video spot showing passionate players getting tattoos inspired by their experience with the game. The video shows each fan getting inked by acclaimed tattoo artist Steve Soto as they shared the backstory behind the family, friendships and memories they’ve associated with the game.
To further create hype around the game’s fifth launch, Gears of War partnered with clothing brand AAPE by A Bathing Ape to create a limited edition capsule collection, available at the brand’s Los Angeles and New York stores. The pieces include a hoodie, T-shirts and a hat that fans can also purchase on Xbox’s digital store starting September 3. Gears of War is also introducing an in-game customization pack for players’ avatars featuring a camo hoodie and weapon set designed by AAPE.
Additionally, gaming hardware brand Razer launched a peripheral line in honor of Gears of War 5 including a headset, mousepad and wireless mouse for PC and Xbox users. The game also announced an exclusive Gears of War Horde Lager via Instagram which it unveiled at the Xbox Open Doors event in Germany.