PUBG: Krafton announced on Friday that New State will begin to provide exclusive content to gamers in India. The south Korean publisher partnered with Sony Music India to bring pop singer Badshah's song “Bad Boy x Bad Girl” into the battle royale game. It is said that this is the first of many collaborations between Indian Pop Music and PUBG: New State. Krafton also launched a dance challenge and announced the launch of a web series called New State Chronicles to increase user participation in the new game.
Krafton said that Badshah's songs featuring singer Nikhita Gandhi will be used for sponsored content, including streaming media and promotional videos. The game publisher also collaborated with the rapper Raftaar to release an exclusive song for PUBG: New State.
Crafton said in a statement that the special song composed by Raftaar will highlight the new features of the game and will be used as the game's national anthem in India along with “Bad Boy x Bad Girl”.
In addition to songs, PUBG: New State also launched its own web series called New State Chronicles. This three-part series will invite celebrities and influencers, including Awez Darbar, Kaneez Surka, Kubbra, Mortal, Mr. Faizu, Raftaar, Rannvijay Singha, Rohan, Scout, The Great Khali and Sound Blaze. It will premiere in December, but the exact release date has not yet been announced.
Krafton also hosted a dance challenge, and the winner was entitled to a Google Play store gift card worth up to US$5,000 (approximately Rs 3,74,500). Participants need to show off their dance skills by using the PUBG: New State filter on Instagram and uploading their New State dance videos using #NewStateStyle and #PUBGNewState.
In addition, Krafton has collaborated with influential people and content creators such as Viraj Ghelani, Focused Indian, Bhuvan Bam and Comedy Factory to expand PUBG: New State.
Krafton's latest move comes after the government banned PUBG Mobile in the country for more than a year. Earlier this year, the game publisher decided to bring its battle royale gameplay back to the Indian market through Battlegrounds Mobile India (BGMI).
Although BGMI has gained some popularity among PUBG Mobile fans in the country, Krafton seems to have expanded its influence through PUBG: New State. This new game was launched earlier this month-attracting millions of pre-registrations on Android and iOS platforms. Less than a week after its launch, the game has also been downloaded 10 million times on Google Play.
In addition to local content partnerships, Krafton is currently busy fixing bugs and patching loopholes that allow cheating in the game.