There’s a Dark Souls III promotion involving chicken wings for some reason

I don’t even know anymore

UK restaurant chain  is teaming up with Namco Bandai to mark the release of Dark Souls III t💧he only way that makes sense; With a hot wings eating challenge.

Starting on April 4, the contest will require participants to sign a waiver and wear gloves before tearing into 20 painful pieces of chicken. The fastest devourer in each restaurant location will win a PS4 alongside a collector’s edition copy of Dark Souls III, while the overall greatest food monster in the UK will win a Prestige Edition with a big ol’ statue of the Lord of Cinder. Folks who set a poor time burning the roof of their mouth out will be treated to a participation T-shirt.

So how did this contest come to be? What is the thematic link here? The tenuous, insubstantial, nearly ethereal connection between the two ideas is that eating hot wings is punishing, and so is playing Dark Souls. Yeah.