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That would be cool if catchkuma paired up with eurocenter and if you purchased a hat a code would come with it so that that hat could be exclusively reedeemed ingame. I'm not sure how, but I am sure both of them could work togather to benifet each other.
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Team Fortress 2 does stuff like that. For example I can buy a real balloonicorn and it comes with a code to redeem the in-game balloonicorn.