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Gaming brands are finding no shortage of ways to tap into their communities. In this instance, one mobile game tapped a pop star to help it show off its cast of characters that stretches across the gender spectrum.
To announce a new, game-changing team-up, Garena Free Fire, creative agency AKQA and Brazilian singer Anitta collaborated on a campaign featuring an exclusive song and music video inspired by the game’s battle royale-style universe. The song, titled “Tropa” (meaning “squad”), celebrates the arrival of the first woman celebrity from Brazil to turn into a playable Free Fire character, using the nickname her fans call her: “The Patroa” or “The Boss.”
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