PUBG Esports launched its first official merchandise store in September 2023 for the Nations Cup, introducing “exclusive apparel, accessories, and unique collectibles” to the competitive PUBG community. This marked a milestone for the battle royale esport, bringing physical merchandise to a title that had previously relied primarily on in-game cosmetics for fan expression.
The Official Store
The PUBG Esports merch store offered:
- Event-branded apparel — t-shirts, hoodies, and outerwear carrying Nations Cup 2023 branding
- Accessories — hats, bags, and smaller items
- Unique collectibles — items specific to the Nations Cup event
The store represented KRAFTON’s recognition that PUBG Esports fans wanted physical merchandise alongside the in-game items and team skins that had previously been the only purchase option.
PUBG’s Merch Challenge
PUBG Esports faces unique merchandise challenges compared to team-based esports:
No franchise structure — Unlike VCT or LCS where permanent partner teams build long-term fan allegiance, PUBG’s competitive scene features teams that qualify through open circuits. This makes team-specific merchandise riskier for organizations.
Regional fragmentation — PUBG Mobile and PUBG PC have separate competitive ecosystems across multiple regions (PMPL, PCS, PEL), each with different teams and audiences. A single merchandise approach cannot serve all markets.
Mobile-first audience — In Southeast Asia, the Middle East, and South Asia, PUBG Mobile is the dominant version, with fans who shop primarily through TikTok Shop and regional e-commerce platforms rather than Western web stores.
Nations Cup: Esports Meets National Pride
The Nations Cup format, where countries field national teams rather than organization rosters, creates the same merchandise opportunity that we see with the Esports Nations Cup 2026 initiative. National team jerseys carry emotional weight that club team jerseys cannot match, because they represent an entire country’s competitive gaming identity.
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Where to Buy
PUBG Esports merchandise is available through the PUBG Esports official store during event periods.
