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The collaboration shows how brands - including both celebrities and brands with character mascots such as Jake from State Farm - are increasingly able to plug themselves directly into game environments, creating a new potential revenue stream for both game developers and influencers in the space. Game developers at Activision have added new playable characters to “Call of Duty” in the past, including athletes Neymar Junior and Kevin Durant, as well as fictional characters such as John Rambo and Leatherface from “Texas Chainsaw Massacre.” However, Kolcheff is the first professional gamer to join “CoD: Warzone” as a playable character, representing a considerable potential expansion of the personalities available inside the game.