Not Just Music Unveils New Clue for Upcoming PAPgame

MILAN, Sept. 24, 2026 /CourierPR/ -- Italian artist and director LeiKiè has unveiled a new musical short, "IS IT JUST A GAME?", as part of a series of videos designed to reveal clues about an upcoming video game, PAPgame. The short, produced by Not Just Music, continues the mystery-building campaign that has already garnered over 44 million views worldwide.

The latest video sees the return of the protagonists from the Italian animated feature film PAPmusic - Animation for Fashion. In "IS IT JUST A GAME?", She and He, wearing the exact same outfits seen at the beginning of the movie, embark on a journey through a maze populated with images of PAPgame. The narrative takes a surreal turn when He finds and places a shoe onto She, only for the expected romantic epilogue to be subverted. She transforms into a smiling, toothless old woman, played by LeiKiè herself, leading to a dance routine with 30 characters, including both story characters and potential roles in PAPgame.

The video, which combines music, visuals, and gameplay, offers a unique blend of romance and nonsensical elements. It confirms that PAPgame will be available on Android and iOS, with the possibility of a PC release. The game will feature a first-person perspective and include various modes and experiences, as well as a PAPlist of songs. This list will consist of tracks from the soundtrack of PAPmusic - Animation for Fashion, special songs dedicated to PAPgame, and songs from LeiKiè's repertoire. Additionally, players can unlock 35 PAPranks to earn rewards in My PAPcollection.

The first two chapters, "BREAKING PAPnews" and "I Play PAPmusic Game," generated significant buzz, with over 3,500 publications in international media and 120 pieces of content created by Italian TikTokers. The line "If I'm sad, I play PAPgame" has also gained traction, inspiring new phrases, jokes, and memes across social media.

Not Just Music's campaign has been a multi-faceted approach to building anticipation for PAPgame. The company has maintained a consistent release schedule, each new song and video gradually revealing more about the upcoming game. The release date for PAPgame is set for the end of 2026, with the exact date remaining a secret. Will it be revealed through a fourth new music video or a trailer? The mystery continues to engage fans and generate excitement.