The large German studio InnoGames from Hamburg has organized a special marketing action for its game Elvenar. To make a statement for diversity, a partnership has been entered into with a cosmetics label. Additionally, drag queen Vava Vilde has been engaged to present the new cosmetics in the game live. How all this looks and what InnoGames hopes for from it can be found here on MeinMMO (The featured image of this article comes from Vava Vilde’s YouTube channel).
What is InnoGames? Behind the name InnoGames is a German game developer based in Hamburg. The company was founded in 2007 and employs over 400 people.
InnoGames primarily develops online and mobile games. As the studio communicated, it has already generated a total revenue of one billion euros in 2019. Typical games from InnoGames are strategy and construction games like
- The West
- Grepolis
- Forge of Empires
- Tribal Wars 2
- Elvenar
What is the cooperation about? The fantasy building game Elvenar now has a special cooperation. Your elves and humans in the game can be adorned with particularly colorful and eye-catching makeup.
The makeup, in turn, is also available in real life. Namely from the Canadian cosmetics company MAC. This company produces makeup, primarily used by professional models. MAC (Via Wikipedia) is also doing well in business and enjoys billions in revenue.
Drag artist becomes fire elemental
You can equip your avatars in the game with the colorful cosmetics from MAC. It is permanently available. To showcase how cool this makeup looks in the game, drag queen Vava Vilde has been engaged.
Here on Vilde’s YouTube channel, you can see how the makeup looks for the fire elemental.
Additionally, there are Elvenar makeup postings from Luisa Sporkenbach and Angelo Rauseo, both makeup artists at MAC.
In the videos, they transform themselves with lots of makeup into stylish elves.
InnoGames wants to emphasize diversity with the event in Elvenar
Why is InnoGames doing this? According to a statement from the company InnoGames, the cooperation is not just about colorful makeup and Halloween, but also about a statement on diversity. In response to our inquiry for a statement, InnoGames replied as follows.
It’s all about diversity and our commitment to it. InnoGames and M-A-C Cosmetics are working together with this campaign to make the gaming and beauty industries more diverse, and we share common values that revolve around diversity, inclusion, and creativity. The collaboration was perfectly timed as we were preparing our Halloween event in Elvenar, and M-A-C was planning its own seasonal events. So why not collaborate?
As a result, M-A-C will be the first brand to collaborate with one of our games.
Games are becoming an important communication channel and a way to reach a broad and diverse audience. Newzoo predicted that by the end of 2020 there would be 2.7 billion gamers worldwide. As more and more people play games, it underscores the increasing popularity of gaming among a diverse audience, and gaming culture itself is becoming part of global pop culture.
André Hecker, PR Manager at InnoGames GmbH
Diversity is indeed becoming more and more of a topic in games. However, this does not sit well with everyone. For example, the introduction of dark-skinned elves in the MMORPG World of Warcraft caused unrest among some players. This, in turn, prompted our MeinMMO author Cortyn to write a comment on the topic of “Black Elves in World of Warcraft”.
