PUBG Mobile has confirmed a new global partnership with Scuderia Ferrari HP, set to roll out in-game content inspired by Ferrari’s automotive and racing heritage in 2026. The collaboration marks Ferrari’s first appearance within PUBG Mobile and reflects a growing trend of major automotive brands entering large-scale gaming ecosystems to reach younger, globally distributed audiences.
Scheduled for release next year, the partnership will introduce Ferrari and Scuderia Ferrari HP-themed elements into PUBG Mobile, including sports cars drawn from Ferrari’s lineup. While specific gameplay mechanics and vehicle models have yet to be detailed, the announcement suggests that Ferrari’s design language and motorsport identity will be integrated into the game’s existing environments rather than presented as standalone promotional content.
PUBG Mobile, developed by LIGHTSPEED STUDIOS under Tencent Games in collaboration with KRAFTON, remains one of the most widely played mobile titles worldwide. Its core format, placing up to 100 players in a shrinking battleground where survival depends on strategy, movement, and resource management, has proven adaptable to a wide range of cross-brand collaborations. Previous partnerships across entertainment, fashion, and technology have demonstrated the game’s ability to incorporate external intellectual property without fundamentally altering its gameplay structure.
From Ferrari’s perspective, the collaboration extends the brand’s visibility beyond traditional motorsport and automotive channels. Scuderia Ferrari HP, the company’s Formula 1 team, is expected to feature prominently, reinforcing Ferrari’s racing identity rather than focusing solely on road cars. The partnership aligns with Ferrari’s broader efforts to engage digital-native audiences through interactive platforms, where brand recognition is built through experience rather than traditional advertising.
Representatives from both companies framed the partnership around shared values such as performance and engineering discipline, though practical execution will likely determine player reception. In-game vehicles tied to real-world brands often raise questions around balance, accessibility, and cosmetic versus functional advantages. PUBG Mobile has historically addressed these concerns by keeping branded content largely cosmetic or situational, preserving competitive integrity while still offering collectible appeal.
Details on how Ferrari vehicles will perform in-game, whether they will be time-limited, and how players can access them have not yet been disclosed. Additional information is expected closer to launch, including visuals and gameplay demonstrations.
As PUBG Mobile continues to expand its portfolio of global partnerships, the Ferrari collaboration underscores how major sports and automotive brands are increasingly viewing mobile games as long-term engagement platforms rather than short-term marketing activations.
