MAC makeup adorns Elvenar characters.
MAC makeup adorns Elvenar characters.
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InnoGames embeds MAC Cosmetics in Elvenar online game characters

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Most brand partnerships with game companies don’t involve much imagination, like the memorable and much-hated Monster Energy drinks in Death Stranding. But Germany’s InnoGames is launching a partnership with MAC Cosmetics to embed its makeup art in the online fantasy city-building game Elvenar — all in the name of diversity.

The companies have teamed up to raise awareness about diversity in both real and virtual worlds, and it’s the first time InnoGames has taken the risk of putting a brand into its products. In the game, you’ll be able to paint the faces of your characters with virtual makeup that actually looks like artistry, just in time for Halloween.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.