Video Game Brand Strategy PR Stunts

BandaiNamco invites 100 gamers to lord it over the rest of us in Elden Ring giveaway


By John Glenday, Reporter

February 24, 2022 | 3 min read

Bandai Namco is giving people in the UK the chance to indulge in some timely escapism to mark the launch of Elden Ring, the much-anticipated fantasy game written with the help of Game of Thrones author George R R Martin.


BandaiNamco is offering 100 players the chance to become a real-life Lord or Lady

Fueling the hype machine ahead of its Friday debut across multiple platforms, the video game developer is offering 100 players the chance to become a real-life Lord or Lady, complete with a patch of ground at a nature reserve near Glen Coe to lord it over the peasant classes.

BandaiNamco is teaming up with Highland Titles to make its landed gentry pledge semi-official for the lucky few, chosen from those who either nominate themselves or are nominated by others to join society’s upper crust.

While the title of Elden Lady or Elden Lord might seem frivolous, there are more tangible perks for those who strike it lucky including the ability to impress drinking buddies in the pub and the chance to rise above the hoi polloi by stamping your title on legal documents.

Anyone harboring dreams of building their own fairytale castle to cement their newfound status is likely to be disappointed, however, with typical souvenir plots ranging from one to 100 square feet – limiting any prospective seats of power to those of the sand variety.

Digging further into the small print, it is clear that the titles are symbolic only and reliant on the continued beneficence of Highland Titles, which states: “Please note however that the Land Registration etc. (Scotland) Act 2012 does not allow souvenir plots of land to be officially registered so technically Highland Titles Limited has to remain as the registered owner of the land on your behalf.

“Highland Titles will also manage (at no cost to you) the land as a nature reserve on an ongoing basis.”

Elden Ring is an action roleplaying game developed by FromSoftware.

Video Game Brand Strategy PR Stunts

Content created with:

Bandai Namco

We create and publish strong videogames franchises including Dragon Ball, Naruto, One Piece, Tekken, Dark Souls, SAO and many more.

Find out more

More from Video Game

View all


Industry insights

View all
Add your own content +