Blog: cross-entertainment

Accounting for 67% of global games software revenue in 2023, in-game spending plays a crucial role in monetising gamers. Over the years, cosmetic in-game spending (which does not grant advantages or progress in-game) has gained importance, especially among younger consumers.

Wrestling game WWE 2K24 shared an image of the playable Post Malone character this week. The rapper and producer is joining the playable roster as a part of the game’s upcoming DLC pack. Having curated the soundtrack to WWE 2K24, becoming a playable character in-game is a further continuation of his relationship with the title and serves as a great case study for cross-entertainment in-game activations.