South Korean game developers are teaming up with K-pop girl groups to draw in new users and boost player engagement, blurring the line between fandom and gameplay.
Players of Krafton’s flagship title “PUBG: Battlegrounds” can now run into members of the girl group BabyMonster on the game’s Erangel and Rondo maps. Video buses placed in specific areas play video messages from the members, rewarding players with various in-game items. Dedicated photo zones allow users to pose alongside the group’s avatars, creating shareable moments within the game.
The collaboration goes beyond visuals. A built-in music player lets users listen to BabyMonster’s tracks even in the middle of combat. Players can also trigger emotes that mirror the choreography of the group’s hit single “Drip” to celebrate their victories.
Game studios in S. Korea have been steadily expanding collaborations with popular girl groups, seeing them as a way to offer fresh entertainment value while driving user retention and revenue.
Groups like BabyMonster and Le Sserafim boast not only massive popularity but also loyal fan bases made up of people in their teens to 30s—a demographic that closely aligns with many of today’s core gamers.
According to industry sources, Krafton recently named BabyMonster the promotional model for the seventh anniversary of “Battlegrounds Mobile.” The collaboration, which began on Mar. 21 and runs through May 7, features game content, items and rewards themed around the group. It also marks BabyMonster’s first official partnership with a game developer.
“Our goal is to deliver memorable experiences for both Battlegrounds players and BabyMonster fans by showcasing the group’s fresh and dynamic energy,” a Krafton spokesperson said.
Similarly, Blizzard has doubled down on its collaboration with Le Sserafim. On Mar. 19, the company announced a second partnership between the girl group and “Overwatch 2,” following last year’s successful debut.
That earlier campaign introduced five character skins inspired by the group’s hit “Antifragile.” The latest rollout revisits those designs with a new theme based on the song “Blue Flame.” New skins themed around another fan favorite, “Fearless,” are also being released for characters such as D.Va, Mercy, Ashe, Illari and Juno.
Other game developers are taking similar approaches. Nexon featured NMIXX last year in a seven-part youth drama-style video series to celebrate the fourth anniversary of its mobile soccer game “FC Mobile.” Group members including Seol-yoon appeared in the videos to introduce upcoming game updates.
Meanwhile, Niantic—the U.S. company behind the augmented reality title “Pokémon GO”—invited aespa to star in a promotional video last year. Members Karina, Winter, Ningning and Giselle appeared in scenes that blended real-world settings with the game’s digital universe, showcasing a seamless crossover between the two.
These partnerships are not entirely new. Back in 2008, Nexon collaborated with Girls’ Generation for its hit game “MapleStory,” creating a powerful synergy. The endorsement drew in many first-time players who were fans of the group but had not previously engaged with the game. Since then, girl group collaborations have remained a steady marketing strategy for many developers aiming to attract both gamers and K-pop fans.
By working with girl groups, game companies aim to strengthen their appeal among Generation Z and Generation Alpha. Unlike male idols, who often draw predominantly female fans, girl groups typically maintain a more balanced fan base across genders in the 10-to-30 age range—one that closely mirrors the gaming population. This makes collaborations a natural fit.
Developers are also going beyond traditional advertising. They’re launching original soundtracks, hosting fan meetups and finding new ways to foster real-time interaction. As the boundaries between entertainment and gaming continue to blur, these joint ventures are earning praise for opening up fresh channels of engagement—both in-game and beyond.
