Gears of War 4 features a new multiplayer component that uses in-game card packs, dubbed ‘Gear Packs’, to unlock additional in-game perks. Looking to broaden awareness of its multiplayer features, we approached Panini to partner with us to create physical collectable Gear Packs, which we leveraged as a pre-order item at GameStop. Each card within the physical Gear Pack came with a code that could be used to unlock the actual cards digitally within the game. A truly authentic activation that aligned perfectly with the product.

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