Players order New York pizza they will never eat to unlock Invincible Vs cosmetic

Players are buying New York pizzas they do not plan to eat in order to claim a promotional cosmetic for fighting game Invincible Vs, Eurogamer reports. The promotion ties a physical pizza purchase to an in-game ensemble, and demand for the cosmetic has led some players to order the food solely for the code or proof of purchase.

Social-media posts and community threads show players sharing receipts and photos after buying pizza from eligible New York outlets. Some users outside the promotion area have gone to extra lengths to obtain the item, including arranging for deliveries within the eligible zone or transferring codes from friends who purchased the food locally.

The tie-in has prompted discussion around waste and the incentive structure behind physical-to-digital promotions. Community reaction ranges from amusement at the lengths some will go for cosmetic items to criticism that such promotions encourage unnecessary spending or food waste. Reports also note instances of codes or proof of purchase being exchanged, with secondary-market activity appearing in some online spaces.

The situation underlines the continuing power of exclusive cosmetics to drive consumer behaviour and the challenges that arise when physical promotions are geographically restricted. Eurogamer's coverage provides further detail on the promotion and community responses.