Gears of War: E-Day and Gibson Unite for a Custom Guitar Collection

Gears of War: E-Day and Gibson have teamed up on a tiny run of custom guitars that translate the series’ visual identity into collectible instruments. The collaboration centers on two Gibson classics — a Les Paul for Marcus Fenix and an SG for Dominic Santiago — with artwork by Luke Preece, who has been shaping the game’s visual language from the start.

For developers, the interesting bit is how directly this ties music, character branding, and premium physical merch into one cohesive package. The guitars are not just logo slaps: each was hand-drawn, digitally mapped, stenciled, and hand-painted, with the designs built around the franchise’s “Brutality” and “Pathos” pillars. That kind of cross-media treatment is increasingly part of how big IPs extend their identity beyond the screen.

Only four guitars were produced, each numbered and signed, and even the repeated designs are unique because they were painted by hand. Fans will get the first public look at Gamescom 2026 in Cologne at the Xbox booth. A giveaway is also live for three guitars total: two Marcus Fenix Les Pauls and one Dominic Santiago SG, with winners due on October 16, 2026.

The timing also lines up with Gears of War: E-Day itself, which launches October 6, 2026 on Xbox Series X|S, Xbox PC, and Steam, with Game Pass support at launch. Adam Lastiwka’s soundtrack for the game also used Gibson guitars, so the merch push is clearly being positioned as an extension of the game’s audio and art direction rather than a standalone licensing deal.