So, here we are in 2026, and you'd think video game marketing would have evolved past, well, this. But nope. Let me tell you, my jaw practically hit the floor when I saw Bandai Namco's latest stunt. They looked the Elden Ring fandom dead in the eye on social media and said, with a straight face, "Treat yourself to 18 inches of Messmer the Impaler." I mean, come on now. The audacity! The sheer, unadulterated nerve. It's not what I—or frankly, anyone with a working brain cell—thought he'd be impaling. But hey, it got everyone talking, didn't it? It’s a bold strategy, Cotton. Let's see if it pays off.

from-messmer-to-venom-when-collector-s-editions-get-cheeky-with-marketing-image-0

Now, I'll be the first to admit that FromSoftware bosses have, on occasion, felt exactly like an 18-inch battering ram aimed directly at my will to live. But Bandai Namco expecting me to part with a cool £224.99 based on that kind of... suggestive tease? That's a whole other level of boss fight. Apparently, though, I'm in the minority. The replies to that tweet were a masterclass in thirst. One person, Endymion, chimed in with, "I can handle Messmer, not in a fight mind you but you know." Know what, Endymion? I'm not sure I do, and I'm a little scared to ask. Another user, @MythyMoo, was already planning ahead: "You're damn right I'm gonna be treating myself to all of that, even got an extra just in case." An extra! The commitment! And let's not forget the gatekeeping: "You are a fake fan if you don't line up to receive the 18 inches [by the way]." The pressure is real, people.

The Original 19-Inch Pioneer

But we have to pay respects where they're due. This whole "treat yourself to X inches" phenomenon didn't start with Messmer. Oh no. We have to rewind to a crisp autumn morning back in... was it 2023? Feels like a lifetime ago. The PlayStation UK community manager, probably just sipping their tea, innocently opened Twitter. Little did they know they were about to make marketing history. They posted the promo for the Spider-Man 2 Collector's Edition and, on a pure whim, added the now-legendary tagline: "Treat yourself to 19 inches of Venom."

And just like that, the internet broke. Our favorite symbiote-addled monster, in all his 19-inch glory, was plastered across every 'For You' page known to humankind. Let's get the important facts straight: Venom has one full inch on Messmer. Let the size wars begin! But as they say, it's not about the size, it's about how you use it. I'm, of course, talking about the dynamic posing and detailed paint application on the statue. What did you think I meant?

Why Does This Even Work?

It's a fascinating little slice of modern fandom, isn't it? Here's my take on why these campaigns hit the mark:

  • The Shock Value: It's so blatantly, hilariously off-script for a major corporate account. It feels like someone's friend hijacked the keyboard. That surprise cuts through the noise of a thousand boring "pre-order now!" tweets.

  • Community In-Jokes: It directly taps into the existing, often very thirsty, dialogue within the fan community. It's the publisher saying, "We see you, we hear you, and we're going to lean into the joke."

  • Memetic Potential: It's short, punchy, and instantly meme-able. It gives the community a ready-made phrase to run with, generating endless free marketing.

It's a weird, cheeky, and surprisingly effective way to sell a very expensive piece of plastic. Or, in the case of the Shadow of the Erdtree edition, a very expensive piece of plastic and a 40-page hardcover art book. Priorities.

So, What's the Verdict?

Look, I'm not made of money. Shelling out over two hundred pounds for a statue, no matter how many inches it boasts, is a big ask. The promise of "18 inches of Messmer" alone isn't quite the convincing sales pitch Bandai might think it is. But you can't deny the power of the bit. It got me writing about it, didn't it?

For those of you who find the idea of being impaled by an 18-inch spear-wielding demigod a bit too... on-the-nose, there are other options. Rumor has it you can get your hands on a replica of Messmer's helmet for a slightly less eye-watering $190. A bit more subtle, perhaps. You can't wear the 18-inch statue on your head, though. Well, you could try, but I don't recommend it.

In the end, this whole saga from Venom to Messmer shows that even in the big-budget world of gaming, there's still room for a little humor, a lot of innuendo, and a surprising amount of tape-measure-based marketing. It's silly, it's shameless, and honestly? It's a bit of fresh air. Now, if you'll excuse me, I need to go measure something... for research purposes. Totally unrelated.