Lara Croft, the undisputed queen of tomb raiding, has become a ubiquitous presence in gaming culture. From her core Tomb Raider adventures to surprise appearances in everything from Fortnite to Fall Guys, and most recently, Dead by Daylight, Lara’s face (and famous dual pistols) are inescapable. But is this aggressive brand extension a smart move, or is Square Enix, the franchise owner, at risk of diluting the very essence of what makes Lara Croft special?
There’s no denying the power of a recognizable brand. A character like Lara Croft offers instant recognition, potentially boosting sales for any title she appears in. This strategy can be particularly effective in attracting younger audiences who might not be familiar with the Tomb Raider series itself. Imagine a kid encountering Lara in the lighthearted chaos of Fall Guys, then discovering the thrilling depths of her own adventures. It’s a potential gateway to a whole new franchise.
However, there’s a fine line between brand extension and oversaturation. Flooding the market with Lara Croft appearances risks diminishing the value of the character. Constant cameos can cheapen the mystique and gravitas Lara has built up over the years. Suddenly, encountering her in a quirky party game like Fall Guys feels less like a thrilling surprise and more like an obligatory marketing ploy.
Furthermore, these collaborations rarely offer anything new to Lara’s character. She simply becomes a guest star, forced to adapt to the mechanics and tone of the game she’s visiting. This can feel like a disservice to both Lara and the fans who appreciate the depth of her personality and the richness of the Tomb Raider world.
The key to successful brand extension lies in maintaining a sense of quality and respect for the core character. Just because an IP is popular doesn’t mean it needs to be plastered everywhere. Careful consideration should be given to how each collaboration enhances Lara Croft’s story and appeals to her established fanbase.
Square Enix has a golden goose in Lara Croft. The character’s enduring legacy deserves to be treated with respect. While there’s certainly room for strategic brand extension, Lara Croft’s future success hinges on maintaining a balance. Focus on quality collaborations that offer something new and exciting, and Lara Croft’s legacy can continue to thrive. But oversaturate the market, and risk turning a beloved adventurer into a mere marketing ploy – a fate worse than any booby trap.
A journalism graduate from the University of North Texas, Allyson loves writing about games almost as much as she loves playing them.
