Promotional DLC

Overview

Promotional DLC often involves an advertising deal with some other product, restaurant, etc that requires the player to purchase something in order to gain access to the exclusive content.

Examples

• Animal Crossing: New Leaf - In 2013, Nintendo had a promotion in Japan that let players pick up 7-Eleven themed furniture by connecting to WiFi hotspots in select 7-Eleven stores.
• Burnout Paradise - In 2008, Electronic Arts had a promotion with Best Buy that allowed players to unlock a car similar to the then current Best Buy branded NASCAR vehicle.
• Crash Team Racing: Nitro Fueled - In 2019, Activision partnered with Mondelez International (one of the largest American snack companies) and offered customers promo codes on specifically marked packages of Sour Patch Kids and Trident Vibes gum that granted a sweepstakes entry and one of four kart customization items. The following year, another surprising partnership was made with Xfinity to offer their customers a promo code that gave an Xfinity branded Kart body and wheels when redeemed. It is worth noting that while the promos were for US residents, sharing codes to those out of the country was possible and only required an Activision account.
• Final Fantasy VII Remake - In 2020, Square Enix had a promotion with Nestle that required players to purchase two candy bars (Butterfinger, Crunch, Baby Ruth), then upload their receipt to obtain an exclusive Tifa Lockhart PS4 theme and other in-game items.
• Final Fantasy XIV Online: A Realm Reborn - In 2019, Square Enix struck a deal with KFC in China that led to players buying ridiculous amounts of chicken products in order to earn a Fat Black Chocobo mount.
• Fire Emblem Echoes: Shadows of Valentia - Nintendo had a promotion with 7-Eleven in Japan that allowed players to obtain a Seven Sword and Eleven Shield (as well several consumable in-game items) by accessing specific WiFi hotspots at select stores.
• Gears of War 4 - In 2016, Microsoft teamed up with Totino's Pizza Rolls to include skins for Gears 4 such as "Zombie JD Fenix".
• Street Fighter V - In 2017, Capcom partnered with Red Bull to provide exclusive costumes for (most of) the cast. By redeeming a code online, you got the costume for whichever character was on the can. These costumes were, unfortunately, just already available costumes with the Red Bull logo.
• Titanfall 2 - In 2016, EA had a promotional deal with Buffalo Wild Wings and Target that allowed players to re-skin their Titans with branded decals.
• Uncharted 3: Drake's Deception - In 2011, Sony Computer Entertainment America had a "Taste for Adventure" promotion with Subway that allowed players to get early access to the Uncharted 3 multiplayer as well as exclusive skins including a "fat" Nathan Drake.
• In 2010, Electronic Arts ran a promotion with Dr. Pepper where bottle caps included codes for exclusive items in Mass Effect 2, The Sims 3, and Battlefield: Bad Company 2. EA continued this promotion with Dr. Pepper in 2011 by offering exclusive items for Dead Space 2 in exchange for bottle cap codes.