Xbox and Prince St. Pizza Launch $60 Gears of War Lancer Cutter Ahead of E-Day Release

Key points

• Xbox partnered with Prince St. Pizza to promote Gears of War: E-Day, releasing a $60 Prototype Lancer pizza cutter and a special 'Emergence Pie'.
• The Emergence Pie features spicy vodka sauce, mozzarella, pepperoni, sausage, and Italian chili crisp, available in the US and Toronto through November 1.
• Buying the pizza grants a code for an in-game pizza emblem, while the $60 cutter is sold via Prince St. Pizza's online shop.
• Gears of War: E-Day launches on October 6, 2026, for Xbox Series X|S and PC, with a premium edition available for $100.
• The collaboration is part of a broader Xbox launch week featuring over 30 new titles, including Minecraft Dungeons II.

Background

This promotional push coincides with the October 6 release of Gears of War: E-Day, a prequel set fourteen years before the original game. Recent coverage noted that the game's story director was laid off shortly after the title went gold, amid broader Xbox corporate restructuring. The game is part of a major launch week for Xbox, which includes over 30 new titles. The Prototype Lancer weapon featured on the cutter is a lore-specific variant created to explain the weapon's presence in a prequel setting.

How outlets are covering it

The Verge and Xbox Wire emphasize the official partnership details, highlighting the $60 cutter and the in-game emblem reward. GameSpot provides additional consumer context, noting the $46 price of the Emergence Pie and the limited number of Prince St. Pizza locations (approximately 20 globally). GameSpot also questions the practicality of cleaning the metal cutter and notes the absence of a PS5 release, contrasting with Xbox's previous statements about platform exclusivity.

Why it matters

The collaboration signals Xbox's continued strategy of leveraging physical merchandise and food partnerships to drive engagement for major game launches. The limited availability of Prince St. Pizza locations and the premium pricing of the cutter may restrict broad consumer access, but the in-game emblem reward incentivizes purchases among dedicated fans. This promotion also highlights the ongoing marketing efforts surrounding Gears of War: E-Day, a critical title for The Coalition following recent corporate changes.

What to watch

Gears of War: E-Day will release on October 6, 2026, for Xbox Series X|S and PC. The Emergence Pie and the in-game emblem code will be available through November 1. The $60 Prototype Lancer cutter is available for purchase immediately via Prince St. Pizza's online shop. Pre-orders for the game are open, with a $100 premium edition offering early access.