The Walking Dead Launches Official Store In Rawr Messenger App

If a ringtone of Negan's whistle wasn't creepy enough for you, you can now send and receive messages from an avatar crafted to look like the big, bad baseball bat-wielding menace.

The Walking Dead has officially launched a digital store within the Rawr Messenger app.

From within The Walking Dead store, users can dress up their avatars in gear seen on their favorite characters from the show and comic books, such as Rick Grimes, Michonne, and Negan, by purchasing unique items such as clothes, weapons, and accessories. The special products are purchased with in-app currency, which can be bought outright but also accrues over time while using the app.

The store will be announced on The Walking Dead's Twitch stream at New York Comic Con over the weekend.

The in-app store spawns from the ongoing partnership between Skybound Entertainment, creators of The Walking Dead, and the Heisinki-based Futurefly, creators of the Rawr Messenger app. With monetisation a key issue for messaging apps, Futurefly is inviting global brans to create a commercial presence within the app and earn a majority of the revenues created through selling the special items.

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The Walking Dead store marks the third high profile in-app store for the Rawr app, following the launches Chelsea Football Club and Red Bull features.

The Walking Dead will return for its seventh season on October 23 at 9 PM ET on AMC.