A recent report in the Wrestling Observer Newsletter has shed light on the business philosophy behind WWE’s inclusion of celebrity characters in its video games, a strategy that is likely to continue despite a recent “full falling out” with rapper Travis Scott. The report details the company’s belief that the marketing potential of major celebrities outweighs the desire of some core fans for more wrestler-focused content.

The issue came to the forefront after it was revealed that Travis Scott was originally scheduled to be a surprise downloadable content (DLC) character in WWE 2K25. According to the report, Scott and WWE had a “full falling out,” leading to his removal from the game. His spot in the DLC packs was reportedly filled by the characters of El Grande Americano and Aleister Black.

The Strategy: Reaching New Fans

While the removal of a celebrity in favor of wrestling characters might seem like a win for purist fans, the report explains the fundamental business reason why WWE will continue to pursue these crossover opportunities. The core of the strategy is about leveraging a celebrity’s massive platform to attract a new and different audience to the WWE product.

“The belief is that celebrities may open up the game to fans of those celebrities, who have a far bigger following than a non-marquee wrestler that would take the spot,” Dave Meltzer wrote in the Wrestling Observer Newsletter. This thinking suggests that the potential to convert even a small fraction of a global music or movie star’s fanbase into new customers is a more valuable business proposition than appeasing existing fans with a lesser-known wrestler.

Fan Preference vs. Market Expansion

The report does acknowledge that this strategy is at odds with the desires of many dedicated fans. It notes that the company is aware of the pushback from its core audience, but that the potential for market expansion is a more powerful motivator.

“Others close to the situation have said that while they do have celebrities in the game including three NBA players announced, that the fans have indicated they would rather have wrestlers than celebrities,” the report stated. This creates a clear tension between serving the existing fanbase and growing the brand’s overall reach.

The Business of Crossover Appeal

The inclusion of celebrities in WWE video games is part of a larger corporate strategy that has seen figures like Bad Bunny and Logan Paul become major in-ring attractions for the company. The goal is to create mainstream buzz and attract media attention that the company might not otherwise receive. By placing a celebrity in the game, WWE is not just selling to wrestling fans; they are marketing the game to the celebrity’s entire audience.

This strategy suggests that despite the recent issues with Travis Scott, fans can expect to see more celebrities from the world of music, sports, and entertainment featured in future installments of the WWE 2K series. The potential for attracting new consumers and expanding the brand’s footprint in pop culture is a business incentive that the company is unlikely to ignore.