Ubisoft, Venum and Fabacus are launching an activation using physical licensed products to unlock digital rewards and experiences for consumers, in a deal brokered by IMG.  

For the first time, Fabacus, creator of proprietary technology platform, Xelacore, has partnered with Ubisoft to integrate its licensed product into the Assassin’s Creed Valhalla brand universe with a dedicated capsule collection with the brand Venum.   

Fabacus is leveling up the possibilities of its technology to cross formats and consumer “worlds” with codes on physical Ubisoft x Venum products to unlock in-game rewards for players and their digital avatars. Venum and Fabacus also partnered up earlier this year for a UFC x Venum collaboration to unlock exclusive products and UFC prizes.  

“We are very excited to be kicking off this partnership with Ubisoft and breaking the boundaries between on- and offline brand integration,” says Andrew Xeni, chief executive officer and founder, Fabacus. “Not only are we fueling Ubisoft’s data-driven strategies, but we are also broadening brand universes for consumers, using their Assassin’s Creed x Venum apparel purchases to unlock in-game rewards such as shields. The possibility of what our technology can achieve within the advancement of gaming for licensors and licensees alike, truly excites me.”   

“As we move towards a world of new possibilities within AR and VR gameplay, we wanted to integrate our licensed products into our digital brand ecosystem, to not only provide our consumers with exciting, unique experiences, but also to allow us to expand the Assassin's Creed Valhalla brand universe across sectors, in a way we had never been able to before,” says Addie Dorsey, licensing consumer products, Ubisoft.  

The campaign is now live around the world, with codes concealed within selected Venum products for consumers to discover and participate. Anyone who takes part in the activation will receive a free in-game reward: the Ouroboros Shield, a sturdy black metal shield decorated with a representation of a snake eating its own tail. Participants will also have a chance to win Eivor figurines from the Assassin’s Creed game and discount codes on Venum products.