For years we’ve seen licensed cups for movies included in a kid’s meal at your local McDonald’s but rarely have we seen goofy campaigns like that crossover into the video game world. Well, now we have. Ladies and gentlemen, girls and boys, we give you the Dark Souls III Wings Challenge! Not only can brave gamers win a PS4 but they could win the ultimate prize that includes a PS4 and the Dark Souls III Prestige Edition that includes a 40cm tall Lord of Cinder figurine. You just have to be the fastest Dark Souls III Wings Challenge eater in all of the UK. No big deal, right?

It looks like Bandai Namco and Sony UK have teamed up with a restaurant chain called MEATliquor (I mean really, whoever named this place deserves an award!) to create the Dark Souls Wings Challenge. Bringing a true sensory assault to your taste buds, the UK public will be challenged to eat twenty wings in the fastest time possible under extreme pressure.

From April 4th thru 29th any brave challenger can visit a MEATliquor restaurant to enter the Dark Souls Wings Challenge. Simply buy your wings and focus your mind on the eternal flame!

Those brave enough to take on the challenge will feel the heat, as a portion of the twenty wings are smothered in a quarter of a litre of chilli sauce; MEATliquor’s darkest chilli sauce specially created for this challenge. The chef preparing the wings for hardy challengers is required to wear protective gloves, a mask and goggles to protect from the intensity of heat, as the wings pack a punch.

Although full of flavour, the heat is so intense that participants are required to sign a waiver before competing in the contest and must too wear protective gloves throughout the challenge.

Anyone able to complete the challenge will be rewarded with an exclusive ‘I SURVIVED’ the Dark Souls Wings Challenge T-Shirt and every victorious completer will be included in the Hall of Souls leaderboard for each restaurant. We can only wonder if there will be a ‘YOU DIED’ participation ribbon for the losers.