PUBG MOBILE brings Peaky Blinders into the game
PUBG MOBILE’s new collaboration leans into gritty TV IP. Here's what marketers can learn from its execution
The latest IP crossover in mobile gaming might just be the grittiest yet. PUBG MOBILE has teamed up with Peaky Blinders, the acclaimed British crime drama, to bring the Shelby family straight into the battleground. Running from January 9 to February 5, 2026, the partnership includes themed skins, emotes, vehicles, weapons, and even a Thomas Shelby voice pack.
But this is more than just a style drop. It’s a full-on narrative experience called The Shelby Trials, where players shape the story through in-game decisions inspired by the show’s most iconic moments. With so many brand partnerships flooding the gaming space, PUBG MOBILE’s execution stands out for how deeply it integrates the series' look, tone, and swagger.
This article explores how the PUBG MOBILE x Peaky Blinders crossover works, why it matters for IP-driven marketing, and what brands should take away from this model of immersive collaboration.
Short on time?
Here is a table of content for quick access:
- What happened: PUBG MOBILE x Peaky Blinders explained
- Why this matters now: branded IP in games is evolving fast
- What marketers should know
Patrecia Meliana
PUBG MOBILE x Peaky Blinders explained
The collaboration, launched by PUBG MOBILE and Banijay Rights, lets players step into the shoes and flat caps of Thomas, Arthur, and John Shelby. Beyond cosmetic items like the Razor Newsboy Hat or Misty Soul UAZ, players are treated to voice lines from Thomas Shelby and music from the show, including the eerie “Red Right Hand” by Nick Cave and the Bad Seeds.
The real centerpiece is The Shelby Trials. This in-game event acts as a branching narrative campaign, allowing players to make story choices that reflect the cunning or brutality the series is known for. Through four scenarios, the event offers a taste of Peaky Blinders’ rise-to-power narrative, layered into PUBG MOBILE’s gameplay format.
This goes beyond surface-level reskinning. PUBG MOBILE has built a full narrative container around the IP, complete with emotes, collectibles, a Home Wall Decoration, and a campaign experience that mirrors the show’s style of strategic decision-making.
Why this matters now
The Peaky Blinders event signals a larger shift. Entertainment IPs are no longer just appearing in games. They are being woven into gameplay, narrative arcs, and player identities.
Gaming, especially mobile gaming, has become fertile ground for branded storytelling. Tencent’s PUBG MOBILE has previously hosted collaborations with Dragon Ball, Blackpink, and Spider-Man. But Peaky Blinders marks a new direction. It is gritty, mature, and dialogue-driven. It is not the usual flashy superhero play.
By choosing this IP and building in narrative choices, PUBG MOBILE is pointing to a larger trend. Storytelling is the next frontier for in-game branding. And brands that can create meaningful crossovers, where the tone and experience align with the IP, will earn deeper engagement than those chasing superficial visibility.
What marketers should know
Here’s how brand strategists and marketers can take notes from this crossover:
1. Deep integration beats surface-level placements
Skins are table stakes. What makes this campaign resonate is its narrative event structure. Players don’t just wear Shelby outfits. They play like Shelbys, make choices like them, and hear their voices in action. If you’re bringing an IP into your product, ask how it can shape the user journey, not just the visuals.
2. Legacy IPs can connect with new audiences
Peaky Blinders ended its original TV run in 2022, but with Netflix syndication and new seasons in development, it remains culturally relevant. PUBG MOBILE helps extend that relevance by bringing it into a new medium. It reaches mobile gamers globally, many of whom may have never watched the show. Marketers working with legacy IPs should explore similar revivals through interactive platforms.
3. Narrative-driven formats are rising in brand engagement
Players today crave immersion. The Shelby Trials' choose-your-path structure gives fans agency in how they experience the story. This is not just play. It is participation. Brand activations that offer narrative arcs or decision-making moments will win attention and retention.
PUBG MOBILE’s Peaky Blinders partnership is a case study in going beyond the skin-deep. It shows how immersive storytelling, well-chosen IP, and gameplay synergy can create more meaningful experiences that drive both brand engagement and user satisfaction.
As more brands look to gaming as the next frontier, the bar is getting higher. Players do not just want to see a character from a show. They want to be that character, make decisions, live the consequences, and feel part of the universe.
Smart marketers will take note. This is not about flashy cross-promos. It is about building interactive stories where brand and gameplay are indistinguishable.
