IO Interactive has had some big things to celebrate this fall, from The Game Award nomination for its much-anticipated James Bond game “007 First Light” to the 25th anniversary of its “Hitman” franchise last month to the Monday release of its “Hitman: World of Assassination” in-game collaboration with Eminem. And there’s much more to come […]
Hitman: World of Assassination is no stranger to wild and extravagant collaborations with popular figures, but I have to say I never saw this one coming. The real Slim Shady, Eminem, stands up against his evil doppelganger and has recruited Agent 47 to help take him down.
Announced during the Nov. 20 Xbox Partner Preview show, Eminem is partnering with Hitman: World of Assassination for a new story and mission that sees the player help the rapper take down his evil doppelganger, known as Slim Shady in the game. The partnership will run between Dec. 1 and 31, and will be a free-to-play event for all owners of the game.
Of course, Slim Shady is just an alternative name for Eminem himself, and this new event seems like a true metafictional fun factory because who wouldn't want to visit a world where there's not one but TWO Eminems roaming around. Sure, one is evil or whatever, but there's evil in the world anyway, and not much would change.
I never thought I'd be making an image file called "Eminem Hitman" in my life. Image via IO Interactive
Either way, you're tasked with eliminating this impostor and must help the real Slim Shady stand up against his alter ego.
This partnership is just one of many Hitman: World of Assassination has had with actors, singers, and other pop culture figures, including those not around anymore, like the legendary Bruce Lee. It's a way to transpose the game into our own world, breaking the fourth wall and connecting the incredible Hitman setting with our reality, where there are surely no hired guns, assassins, and homicidal maniacs of other kinds.
As stated, the event will run for the entire month of December, so if you're excited to become a true Stan, then don't miss out.
US rapper Eminem is currently locked in a legal battle with a small Australian beachwear company called Swim Shady, claiming their name is far too close to his famous trademark, Slim Shady, according to the BBC. Eminem, whose real name is Marshall B Mathers III, filed a petition to the US Patent and Trademark Office in September, demanding that the trademark granted to the Australian brand be canceled.
This whole situation is a classic intellectual property showdown, and I can totally see why the rapper’s legal team is pushing back. They’re arguing that the Sydney-based brand is creating a “false association” with the 53-year-old artist. The lawyers assert that the name Slim Shady has become “distinctive and famous,” meaning it is exclusively linked to his legendary rap career.
It’s hard to argue against that fame. Eminem shot into the stratosphere in 2000 with his massive hit single, “The Real Slim Shady,” which even earned him a Grammy for best rap solo performance. He’s been protecting the name in the US for decades, having trademarked Slim Shady back in 1999 when his eponymous album dropped. It’s gone so far that most people think of Eminem as Slim Shady, even as he became a grandfather for the second time.
Rap battles are yesterday’s thing; Eminem is focused on IP battles now
The legal situation is complicated, though, because the Australian company is fighting back hard. Swim Shady has retained the Sydney intellectual property specialists Meyer West IP and stated that it will “defend our valuable intellectual property.”
Swim Shady is a grassroots company that officially launched in 2024. The brand sells beach accessories like portable beach umbrellas and swim bags, aiming to produce stylish and effective sun shades to protect people from the harsh Australian sun. They started out under the name Slim Shade but registered as Swim Shady in September 2023, according to Australia’s business regulator.
Eminem has filed a legal action seeking to cancel the trademark for an Aussie beach umbrella brand called “Swim Shady.” His team argues that the name is too similar to his stage name and could confuse consumers or dilute the “Slim Shady” trademark. The case has now moved into the…
The company secured a major win when it filed a trademark for “Swim Shady” in the US earlier this year, and it was granted. Shortly after that US trademark approval, Eminem’s team filed the petition seeking its cancellation. US law states that Swim Shady must respond to Eminem’s petition by next week.
It looks like the rapper is trying to fight this battle on two continents. While he trademarked Slim Shady in the US way back in 1999, he only filed a trademark for the name in Australia in January 2025. This detail is pretty surprising, considering how long he’s been famous down under. Eminem has also filed a separate opposition to the brand’s name in Australia, showing he’s serious about protecting his brand globally.
Though Swim Shady cannot comment further due to the ongoing legal case, they clearly see themselves as the underdog here. At least, Eminem is yet to be called a poor sport by a record label.
