Bruce Lee joins HITMAN World of Assassination update, continuing trend of bringing celebrity culture to gaming and esports

Hannah Marie ZT, Senior Editor

Last Updated: 25/09/2025

Martial arts and movie star legend Bruce Lee will join forces with Agent 47 for a new Elusive Target mission in HITMAN World of Assassination, marking another significant collaboration merging the mainstream entertainment and gaming industries. 

The inclusion of Bruce Lee contributes to the growing trend of celebrity representation in video games. Why has this trend become so prominent, and why is it important?

Bruce Lee becomes Agent 47 ally in HITMAN World of Assassination

IO Interactive, the developer and publisher behind HITMAN World of Assassination, announced a new Elusive Target mission named “The Infiltrator.” 

In the new mission, Bruce Lee stars as Agent Lee, an operative tasked with infiltrating a powerful Hong Kong criminal syndicate. Part of this task involves joining a secretive martial arts tournament run by the organisation. 

However, the tournament is riddled with sabotage, and players must operate from the shadows to identify and neutralise threats targeting Agent Lee. 

A full Bruce Lee DLC pack is also available, including permanent access to “The Dragon” – the two-level Arcade contract which features The Infiltrator Elusive Target, and Bruce Lee cosmetics.

The game’s developers and publishers describe the collaboration as a “respectful tribute to the legendary martial artist,” where players can engage with a challenge inspired by his influence in the entertainment industry. 

Bruce Lee’s influence is also felt in several other video game titles. Sega and Xbox produced official Bruce Lee games in the 1990s and 2000s. Additionally, he has influenced or inspired character design in games such as Dead or Alive, Street Fighter, and Soul Calibur. 

Why is the inclusion of celebrities like Bruce Lee so prominent in video games?

Unsurprisingly, the inclusion of celebrities in video games is often accompanied by significant marketing benefits. However, there are more layers to celebrity video game inclusion than may initially meet the eye. 

The video game market size was estimated at USD $298.98 billion (GBP £222.73 billion) in 2024. Asonishingly, this is projected to grow to at least USD $600 billion (GBP £447 billion) by 2030.

While there are benefits to video game marketing, it is becoming apparent that benefits also extend to other industries that are traditionally seen as more dominant. In particular, film and television. 

It is also increasingly common for celebrities and popular figures to be honoured, or even posthumously mourned, in video games. 

Most recently, the game Brutal Legend was listed as free for 666 minutes to honour UK rock legend Ozzy Osbourne after his death. 

As their popularity grows, video games are increasingly considered culturally impactful. Therefore, they are becoming a medium to honour pop culture icons. 

Cross-industry impact – celebrities increasingly engaging with esports

As celebrity involvement in the video game industry increases, so has celebrity engagement with esports. From financial investment to ambassadorship and participation, celebrities from multiple entertainment industries are boosting the image of esports. 

For example, British Formula 1 driver Lando Norris founded the esports and content creation brand Quadrant in 2020. 

American basketball player Steph Curry became an investor in esports team TSM’s parent company in 2018, subsequently appearing in several of TSM’s videos following the announcement.  

However, in 2025, celebrity involvement in esports reached new heights. Christiano Ronaldo became a Global Ambassador for the Esports World Cup. 

In the music industry, T-Pain and Ne-Yo brought 00s nostalgia playlists to the esports stage as they joined the Global Gaming League for a competitive fighting games showdown. The Global Gaming League is a new initiative blending celebrity culture with gaming. 

Even Hollywood’s connection expanded beyond video games into the esports space. 

Emmy-winning filmmaker R.J. Cutler was hired to direct the 2024 Esports World Cup documentary, a new stride toward connecting the entertainment spaces. 

Although industry purists question if gaming’s celebrity culture sometimes goes too far, Bruce Lee’s HITMAN World of Assassination crossover seems founded in mutual respect for legends in both Hollywood and gaming.

Nevertheless, the celebrity bug is crossing from gaming to esports. So far, it appears to be for the better.

Hannah Marie ZT, Senior Editor

Hannah is a journalist specialising in the esports, gaming, and technology sectors. Working for outlets such as Dot Esports, Esports Insider, and of course ENUK, she has developed a love for wider esports, Apex Legends, and advocating for women's esports initiatives. You may have seen her at various esports and gaming events, including ALGS LANs, ESI London, EGX, and watch parties.

All Posts By Hannah Marie ZT