Press release:
Walnut Creek, Calif. (November 9, 2021).
New content is now available for out-of-this-world shooter “Curved Space“, including a new alien-blasting sidekick based off the Phantom fragrance by Paco Rabanne.

The Phantom robot is now a playable character in the game. A new gameplay mechanic and brand-new song joins Phantom in the rapid-fire shoot ’em up action on PlayStation 5, PlayStation 4, Xbox Series X|S, Xbox One and PC.

Furthermore, Paco Rabanne, the leading fashion house and fragrance brand, has partnered with Starcom and Bidstack to create an out-of-this-world in-game brand collaboration in Maximum Games’ futuristic game Curved Space for the luxury men’s fragrance, Phantom. View today’s trailer here:

The innovative campaign celebrates Phantom’s luxury craftsmanship and new-tech feel with a custom in-game character that represents the fragrance’s collectable robot bottle. Phantom is the world’s first connected fragrance, which comes in a game-changing bottle design made with chrome, metal and black.

The distinctive in-game Phantom robot character launched in this campaign acts as a controllable companion in Maximum Games’ Curved Space and works alongside players as they travel through the deepest reaches of space. The character is free for all and can be downloaded from the game’s start menu. Players can explore the game’s vast maps, battling cosmic spiders with their futuristic partner on hand to help them take on enemies with a powerful spray attack.

Maximum Games developed the in-game companion to enhance the playing experience. The Phantom robot becomes an additional tool in every player’s toolbox, acting as an extension of them with the ability to port around the map, stun spiders and assist in battle. The character is playful and fun, breaking the fourth wall at certain points with emotion animations whilst showcasing the Phantom bottle beautifully by capturing light and reflections and moving in a dynamic, responsive, and realistic way.

Bidstack, the leading in-game advertising technology platform worked alongside Starcom to develop the strategy for the campaign and after exploring different ways to create an authentic branded experience in-game, they found a perfect fit in Curved Space. The title, which is available on PC, Xbox and PlayStation, offers a radically different environment for brands to interact with gamers. With cross-platform reach and an intense arcade style, the game is a perfect environment to create an authentic and accessible gaming activation for Paco Rabanne.

It is the first time a fragrance has featured in a game as a playable character and the campaign acts as a fine example of Paco Rabanne’s innovative approach to engaging their target audience in a way that respects and enhances the end-user experience. The playable character launched on November 1st and allows the brand to connect gamers with the world’s most connected fragrance in the run up to the holiday season.

Of the campaign, Adam Fisher, Head of US Sales at Bidstack said “It was a pleasure to work again with Paco Rabanne and Publicis for this exciting collaboration with our partner Maximum Games in their newest title, Curved Space.

Working with our partners to create an interactive brand experience for Phantom is something we are really proud of. The execution pays homage to some of the classic games that came before us and drew inspiration from titles like R-Type and Gradius.

Our number one priority for any partnership is to ensure we respect the game and I feel that we accomplished that with this free DLC activation.”

​​“Phantom is the perfect partner for this campaign,” said Shane Bierwith, EVP of Global Marketing at Maximum Games added. “The fragrance and robot perfectly compliment the out-of-this-world action in Curved Space. New and existing fans can expect a lot of fresh twists and turns within the free DLC.

About Bidstack
Bidstack is the leading in-game advertising and video game monetisation platform. Their sophisticated technology allows brands to serve advertisements into natural spaces within video games whilst protecting the gaming experience.

These branded experiences can vary from trackside banners and cityscape billboards to pitchside LED boards, skins or any other contextually relevant spaces within the metaverse.

The company has more than 80 staff across five international locations and is a public company listed on the London Stock Exchange.

About Maximum Games
Maximum Games ranks as a top 20 global video game publisher of interactive digital entertainment spanning all genres and supporting multi-platforms. The company’s mission is to provide a proven and strong hands-on approach to publishing, marketing, and distribution. Established in 2009, the company is led by female entrepreneur Christina Seelye, a seasoned executive of digital consumer products and channel marketing. Under Seelye’s leadership, the company has been recognized with numerous awards such as “Fastest Growing Tech Company” by American Business Awards and has made the Inc. 5000 list of Fastest Growing Private Companies for five consecutive years. Maximum Games has offices in both the US and UK and continues to expand its scope of global publishing and distribution via direct reach and strategic partnerships. For more information on Maximum Games, visit the company’s website at www.maximumgames.com.

About Starcom Worldwide
Starcom is the Human Experience Company. A world-renowned media communications agency, we harness the power of media, technology and data to create experiences people love and actions brands need.

With more than 7,000 employees worldwide, Starcom partners with the world’s leading marketers and new establishment brands, including Bank of America, Best Buy, Coca-Cola, Kellogg Company, KraftHeinz, Novartis, P&G, Samsung, Visa and more.

Starcom is part of Publicis Media within Publicis Groupe [Euronext Paris FR0000130577, CAC40], one of the world’s leading communications groups.

About Phantom by Paco Rabanne
Phantom, the new fragrance for men by Paco Rabanne. The essence of self-confidence fuelled by feel good energies. A futuristic aromatic fragrance born from the clash between luxury craftmanship and new-tech. A bold scent with notes of addictive creamy lavender, energizing fusing lemon and woody vanilla. Radically different, totally disruptive: discover our first connected bottle ever.

tgg author avatar jonas ek
Jonas “O.J” Ek
The Gaming Ground
Twitter: @TheGamingGround

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