Adult Swim is a broadcaster knowledgeable of how to leverage gaming and live-streaming to best excite audiences about its properties, in this case, the third season of Dan Harmon’s animated hit Rick and Morty has been promoted with some smart video game tie-ins.
Characters from the show are being rolled out across existing games including the enormously successful Rocket League by Psyonix, Move or Die by Those Awesome Guys, Gang Beasts by Boneloaf, and Steam VR Home from Valve.
Adult Swim says it is allowing gamers to "customize their playing experience and show off their love for the hit series in brand new worlds".
It is an unusual move from a broadcaster to scatter licensed characters across existing video games to cross promote the show, but will help keep the property in the mind of the target audience as the new season approaches.
The activity builds upon the virtual reality experience Adult Swim put out earlier this year, letting fans of the series step into the surreal worlds from the show.
Earler this year the show made a surprise return on April Fool’s as a new episode was live streamed online and on the channel continuously, a phenomena that was initially written off as a hoax. There was also the matter of touring a Rick-shaped vehicle across the United States.