If you are in any way interested in gaming, you know at least something about Fall Guys, the new battle royale by Mediatonic and Devolver Digital: maybe that it's a colorful mayhem of mini-games to find the last man standing, or that it's the current most-watched game on Twitch, ahead of giants like League of Legends and Fortnite.

What you might not know is that between the falling from platforms and being knocked down with giant bananas, players, fans, and major gaming brands have found a way to use the game to promote themselves — and help a charity initiative in the process. 

On Monday, August 17, the official Fall Guys Twitter called for a "Battle of the Brands". The race had one simple rule: offer the highest bid and your brand gets made as a costume inside Fall Guys. In two weeks, the highest bidder will win, and the money donated would then go to Special Effect, a charity helping gamers with disabilities. 

The twitter thread, which now has thousands of replies, saw the bidding war escalate quickly. Warframe creators were one of the first with a $20K bid. Then, Minecraft server hosting company BisectHolding raised it to $50,000 only to be doubled by YouTuber Mrbeast at $100K. 

What seemed to be a very high number was quickly beaten as the bidding war call to action spread. Adult gaming company Nutaku Games offered a $110,000 bid, only to have it denied for the NSFW nature of its content. BisectHolding returned to raise the bid to $120,000, only to once again lose it in a short time. At the time of writing, esports team G2 Esports holds the highest bid at $130,003 — and that's less than a day since Battle of the Brands was announced.

If Fall Guys keep the momentum of the initiative going, we could very well be seeing seven-digit bids or at least something in the high six. It also tells the story of just how highly gaming brands value their exposure within Fall Guys, and they'd be right to do so. The game acquired a 1.5M player base on its first day, which number grew to 2M by the end of the first week since launch. Each day, Fall Guys is streamed to an average of 180K viewers, making it the Twitch sensation of this month.

And even if the game wanes away, as is the normalcy for most titles, this skin bidding campaign will be something to remember it by.