Warhammer: 40,000, the upcoming installation in Sega's eponymous strategy game franchise, has taken an interesting route in its PR circuit. While Sega is of course opting for standard advance copies of the game and press images, the video game company has also opted for a more experiential product. The game, which takes place in the 41st millennium, features extravagant weaponry, and Sega created one of those weapons in real life.
In the narrative of Warhammer: 40,000, the Power Fist or Power Glove is a hand-worn, hammer-like device that uses hydraulics to smash through tanks. Though the real world Power Fist likely couldn't break through a tank's armor, the 9.6 kilogram pneumatic fist shoots from the wrist housing at 520mm per second with a maximum force of 3,388 newtons — significantly greater than the average professional heavyweight's punching power.
Prop Video Game Fists
Sega Built a Real Power Fist Ahead of the Release of 'Warhammer: 40,000'
Trend Themes
1. Real-life Video Game Weapons - Creating physical replicas of weapons from video games for marketing and experiential purposes.
2. Experiential Marketing - Using physical products to give consumers an immersive experience in a brand or product.
3. Hydraulic Technology for Consumer Products - Innovative uses of hydraulics for consumer products, such as creating powerful weapons for video games in real life.
Industry Implications
1. Video Game - Incorporating experiential products, like real-life versions of weapons from a game, into video game marketing.
2. Consumer Electronics - Exploring new uses for hydraulic technology in consumer electronics, such as creating more powerful and versatile products.
3. Entertainment - Expanding the use of experiential marketing beyond traditional advertising channels and into immersive entertainment experiences.