The Lancer, famous for slicing through Locusts, is now slicing pizza. Xbox has teamed up with a U.S. pizza chain to release a pizza cutter modeled after a weapon in 'Gears of War: E-Day'. Despite its $60 price tag, it sold out on the day of release.
On September 28 local time, Xbox announced a collaboration with pizza chain Prince St. Pizza on its official blog, Xbox Wire. Organized as a promotion celebrating the release of E-Day, the collab includes a limited-edition pizza and pizza cutter. Additionally, custom packaging, an in-game emblem, and a giveaway of 100 digital copies of the game were included.
The focal point of the buzz was the pizza cutter. Modeled after the "Prototype Lancer" appearing in the game, it was sold on Prince St. Pizza's official online store. Prince St. Pizza noted that the Lancer grip allows users to slice sauce-heavy pizzas without getting their knuckles messy, while the upper barrel section functions as a secondary handle. It is priced at $60 (approx. 81,000 won) and features a stainless steel blade. The response was immediate—the pizza cutter sold out on the official store on Monday, the day sales began.
Xbox is also offering a limited-edition menu item, the "Emergence Pie," through Prince St. Pizza locations. The pizza, which layers fresh mozzarella, pepperoni, and sausage over spicy vodka sauce and finishes with chili crisp, is available at U.S. and Toronto, Canada locations through November 1. Notably, the box was designed around the ruins of Kalona, the city where the game is set.
Lawrence Longo, CEO of Prince St. Pizza, explained that "Gears fans and pizza lovers have overlapped for a long time," adding that rather than simply putting two brand names side by side on a box, they started from something fans would actually want.
The merchandise offensive continues ahead of the game's release. Xbox previously made a limited-edition E-Day controller available for pre-order at $89.99. In addition, a Design Lab version featuring artwork by heavy metal illustrator Luke Preece will release on the 30th, while an 8BitDo charging dock featuring the same theme will launch on October 9 for $39.99.
Meanwhile, 'Gears of War: E-Day' is set 14 years before the original 'Gears of War', serving as a prequel that tells the story of Marcus Fenix and Dominic Santiago on the day the Locust Horde first poured onto the surface. The game will be released on October 6 for XSX|S and PC, and will be added to Game Pass on day one.
