PUBG: New Kingdom will start getting exclusive content for gamers in India, Crafton announced on Friday. The South Korean publisher has partnered with Sony Music India to bring pop singer Badshah’s song ‘Bad Boy x Bad Girl’ to the battle royale game. It is said to be the first of many upcoming collaborations of Indian pop music with PUBG: New State. Crafton has also launched a dance challenge and announced the launch of a web series called New State Chronicles to increase user engagement on the new game.
Crafton said Badshah’s song featuring playback singer Nikita Gandhi will be used in sponsored content, including streams and promo videos. The game publisher is also working with rapper Raftaar to present an exclusive song for PUBG: New State.
The special song created by Raftaar will highlight new features of the game and, along with ‘Bad Boy x Bad Girl’, will serve as the anthem of the game in India, Crafton said in a statement.
Apart from the songs, PUBG: New State is also getting its own web series called New State Chronicles. The three-part series will feature celebrities and influencers including Awez Darbar, Kaneez Surka, Kubra, Mortal, Mr Faizu, Raftaar, Rannvijay Singha, Rohan, Scout, The Great Khali and The Sound Blaze. It will premiere in December, though an exact release date is yet to be revealed.
Crafton is also hosting a dance challenge where winners are entitled to receive a Google Play Store gift card of up to $5,000 (approximately Rs 3,74,500). Participants need to show off their dancing skills by uploading their new state dance videos to Instagram using the Pub:New State filter and #NewStateStyle and #PUBGNewState.
Additionally, Crafton has tied up with influencers and content creators such as Viraj Ghelani, Focused Indian, Bhuvan Bam and Comedy Factory to expand PUBG: New State.
The latest move by Crafton comes a year after the government banned PUBG Mobile in the country. The game publisher decided to bring its battle royale gameplay back to the Indian market earlier this year with Battlegrounds Mobile India (BGMI).
While BGMI has gained some popularity amongst PUBG Mobile fans in the country, Crafton seems to be expanding its presence with PUBG: New State. The new game was launched earlier this month – after attracting millions of pre-registrations on both Android and iOS platforms. In less than a week after launch, the game reached 10 million downloads on Google Play.
Along with its local content partnerships, Crafton is currently busy fixing bugs and plugging loopholes that allow cheating in the game.