KRAFTON India has partnered with NYT (Not Your Type) to bring content creator CarryMinati into BATTLEGROUNDS MOBILE INDIA (BGMI) as a fully playable character.
The collaboration goes beyond a conventional celebrity integration by turning the creator into an in-game IP. The campaign combines creator culture, entertainment and interactive storytelling through a series of creative chapters rather than a single launch film.
The campaign began with a launch film released on August 8, featuring four fictionalised versions of CarryMinati competing over a BGMI loot drop. The film then breaks the fourth wall as CarryMinati introduces his upcoming entry into the game, using his signature humour and internet-led references.
The next chapter features NYT itself as part of the narrative, with the agency being ‘kidnapped’ into the BGMI universe and tasked with developing CarryMinati’s in-game Boss avatar, accessories and visual identity.
Speaking on the collaboration, CarryMinati said, “Gaming has always been a huge part of who I am. I have played, laughed with gamers and spent years with fans of the BGMI community. But becoming a character inside a game that has been a part of my life for years? That's a different level altogether. What I loved about this collaboration is that nobody tried to make me fit into BGMI, they dropped me into the lobby. The team at KRAFTON India and Not Your Type has obsessed over every little detail, making sure the personality, the attitude and even the madness feel authentically me. It's basically me, but bigger, bossier and louder! I can't wait for everyone to squad up, take on the boss, and have a blast. See you all in the Battlegrounds. Let's go!"
Srinjoy Das, Director, Marketing And Product Management, KRAFTON India, said, “Gaming today doesn't exist in isolation, it lives alongside creators, memes, livestreams and the communities that shape internet culture every single day. CarryMinati has been at the centre of that cultural conversation for years, making him a natural fit for BGMI. Rather than simply featuring him in a campaign, we wanted to build an experience around him; one that players could engage with, recognise instantly and genuinely feel a part of. Together with NYT, we've created something that celebrates fandom and giving players moments worth talking about - in a way only gaming can.”
The campaign also includes an AI-powered creative incorporating CarryMinati’s voice, expressions and catchphrases, designed for short-form, social-first audiences. It will culminate in an interactive livestream on August 15, where CarryMinati will engage with fans through gameplay and live interactions.
NYT, which describes itself as India’s largest anime YouTube channel, has developed the BGMI x CarryMinati Collection, including the playable character and Boss, outfits, weapon and vehicle skins, and collector cards. The collection follows a visual theme built around frost and flame.
With each release positioned as a new chapter, KRAFTON India and NYT are using an ongoing narrative to sustain engagement across gaming communities and the wider creator economy.
