The 76ers Partnered With an Xbox Game for a Weird But Fun Cross-Promotion
Thanks to last year’s 52-win season and second-round playoff appearance, the Philadelphia 76ers have begun to honor the commitment of fans who have chosen to “Trust the Process.” Pundits are predicting that the team will be a perennial title contender, making the Eastern Conference club a marketing match for numerous sponsors. Ahead of the Nov. 14 release of “Fallout 76”—the fourth main entry in its post-apocalyptic role-playing video game series—Bethesda Softworks is using the hoops franchise and the game’s numeric similarities to execute an Xbox One-driven cross-promotion that is simultaneously odd and absolutely brilliant.
— Xbox Wire (@XboxWire) November 1, 2018
Numerologists can revel for all of November, as the basketball organization and the impending entrant into the “Fallout” universe will be announcing more elements to their partnership. For now, though, only five days into the month, we are pretty excited already. Our main joy derives from the gaming console component, which Microsoft has made yet another company-specific example of co-branding. Incorporating “several elements from both 76 franchises,” the customized gadget is undeniably spiffy and will prove a must-have for fans of the again-relevant squad from the City of Brotherly Love and/or futuristic gaming creations.
New Vault Dweller suits for the Vault Baller. Pictured on @MarkelleF, the “Home Radioactive Edition” Jersey and the Away “Tricentennial Edition” Jersey!! #Fallout76ers #Fallout76 #Xbox pic.twitter.com/KxtsFKnR0T
— Fallout (@Fallout) November 3, 2018
We have a secondary buzz because of the interesting relationship’s inclusion of apparel. As the top pick in the 2017 NBA Draft, Markelle Fultz has found himself under a microscope since his debut, and he has not yet come close to living up to many devotees’ hopes for him. But regardless of how prodigious his talent has proven so far, he has become the beacon for the 76ers’ ties to “Fallout 76.”
On Friday, with the series’ Vault Boy at his side, the 20-year-old donned a home "Radioactive Edition" jersey and a road "Tricentennial Edition" top, complete with arm compression sleeves that we want right this moment. Later that day, Fultz and the mascot again fraternized as the 76ers scored their sixth win of the season, stoking even more anticipation for next Wednesday’s release of the game. We aren't sure how well we would fare in wandering through the “new and wild wasteland in the heart of West Virginia” that “Fallout 76” has promised gamers, but we know that even if we were to fail a few times, we could at least geek out on the cross-promotional console’s look until we would start getting our survivalist groove on.