>>77098873>rather be allowed to buy the merchandise than not to drive to a crappy city and buy a dodgers game ticket Collabs are meant to benefit the sponsors too.
Gura's Guranium and Sushiro collabs had only onsite merch. But it sold tickets and packed the aquarium during their off-season, and people were forced to buy full sushi meals before purchasing Gura merch. In other words, it proved the huge profitability of sponsoring Gura. As well as for Gura; selling out all her merch by day 2 of both events. Cover underestimated her, but one thing is sure, Gura has become a valuable IP that sponsors in both Japan and Taiwan will seek in the future.
This is why Holo put out the big guns for their first big Western Collab. If many tickets are sold using the Hololive code, it shows that these fans were interested in Hololive, and will prove a valuable IP for future ticket sales. If there are many Holo ticket sales, it will cement Holo's position for future collabs that benefit both.
And as others said, this also increases Holo mindshare.