Konami has revealed an extensive list of brand tie-ins within its upcoming PSP title, Metal Gear Solid: Peace Walker.
Beverage maker Suntory is front and centre in the game. Mountain Dew and Pepsi Nex will feature as recovery items.
Suntory will also be releasing “limited edition” cans of Mountain Dew in stores across Japan. Players will be able to enter a code printed on these cans to unlock an in-game item, a garish green Mountain Dew t-shirt that covert operative Naked Snake can wear while on location.
Both Frito-Lay's Doritos and Unilever's Axe deordorant (Lynx deodorant) will also appear as in-game recovery items.
Sony Walkman models from the ‘70s onwards will play the background music.
Boldy casting print neutrality to the four winds, Japanese gaming magazines Famitsu, Dengeki and Shounen will also appear in-game.
Additionally, Peace Walker will feature tie-ins from two other games, Assassin’s Creed II and PSP blockbuster Monster Hunter. Naked Snake will travel to a “Monster Island” location and perform dives from great heights into hay bales. The Ezio-like swan dive was erroneously pegged by Western media as an April Fool’s joke last week.
Finally, the developer has collaborated with Japanese apparel label Uniqlo to create a range of t-shirts that will be sold in bricks-and-mortar retail outlets. Like the Mountain Dew cans, each will carry a code that can be redeemed for an in-game version of the same.
Japanese culture has an affection for brands that Western markets can scarcely comprehend.
Metal Gear Solid: Peace Walker releases in Japan on the 29th of April.