RuPaul's New Mobile Game Partners With PFLAG For Pride Month Launch

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RuPaul's New Mobile Game Partners With PFLAG For Pride Month Launch

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The latest addition to the “RuPaul’s Drag Race” franchise, a new mobile game called “RuPaul’s Drag Race Match Queen,” partnered with LGBTQ+ advocacy and education organization PFLAG for its Pride Month launch.

Created by East Side Games Group and World Of Wonder, the product combines “match-3”  puzzle gameplay with fashion and drag elements inspired by RuPaul’s hit series. “This game captures the vibrant spirit of drag, by letting fans match, collect, and slay their way through fierce fashion challenges,” World of Wonder co-founders Fenton Bailey and Randy Barbato explained in a statement.

The title leads players through an exclusive in-game season of the drag competition series starring fan favorite Trixie Mattel. Mattel is also lending her star power to promote the launch in her latest “Get Ready With Me” video, which incorporates gameplay footage alongside a recreation of her look for the “Drag Race All-Stars 3” promo.

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As part of East Coast Games’ partnership with PFLAG, audiences can download the free-to-play game using a dedicated campaign link to ensure a $1 donation to PFLAG each time it’s installed, for a total of up to $25,000.

“At a time when so many companies and brands are moving back as partners to LGBTQ+ organizations, ESGG has come in with support for our mission to create a caring, just, and affirming world for LGBTQ+ people and those who love them,” PFLAG CEO Brian K. Bond said in a statement.

But the partnership goes well beyond Pride Month. The announcement claimed the initial promotion “marks the start of a broader collaboration across the two partners,” while alluding to further details to be announced at a later date.

PFLAG also recently announced its list of 2025  Pride Partners, which includes commitments to donate $50,000 from J. Crew Group, Nivea, and Ulta Beauty.

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June 18, 2025 at 08:03AM