People are buying New York pizza they’ll never eat for an Invincible Vs cosmetic
A promotional partnership between fighting game Invincible Vs and US-based Prince Street Pizza chain has created an unusual consumer trend: players are purchasing pizza they may never eat simply to acquire an exclusive in-game cosmetic. The Mark Grayson character skin can only be obtained through redemption codes included with purchases of the “Burger Mart Supreme” pizza—a novelty item topped with ground beef, pickles, and sesame seeds on the crust.
The campaign has notably attracted players far beyond the chain’s physical locations. Those without access to nearby Prince Street Pizza locations are still placing orders to secure the digital reward, prioritizing the in-game cosmetic over the physical product itself. This demonstrates the significant value players place on limited cosmetics that enable character customization and distinction within the game.
The promotion exemplifies broader trends in gaming where limited-time cosmetics and cross-promotional partnerships leverage consumer enthusiasm to drive engagement and spending. Even when the physical product becomes almost incidental to the transaction, the allure of exclusive digital items proves sufficient incentive for purchases that extend beyond traditional consumer patterns.