Mountain Dew AMP is launching a new drink – Game Fuel – and has entered deals with two big brands alongside the announcement.
The PepsiCo brand has partnered with both the Call of Duty World League (CWL) and North American organisation OpTic Gaming to launch the gaming-focused drink.
Mountain Dew AMP Game Fuel will be officially launched on January 14th, 2019 with four flavours. The can will have no-slip grip which “mirrors the design of accessories and hardware in gaming”. It will also prevent spilling around gaming equipment with the implementation of a resealable lid.
Mountain Dew AMP will host an activation at the inaugural Call of Duty: Black Ops 4 event, CWL Las Vegas, which will be held over December 7-9th. Those in attendance will be able to get a taste of the drink ahead of its release. In November, the league announced ASUS ROG as its official monitor partner.
Brandon Snow, Chief Revenue Officer of Activision Blizzard Esports Leagues discussed the partnership: “MTN DEW AMP GAME FUEL shares our vision for growing the audience for esports, and will help us deliver unique experiences for fans at each Call of Duty World League event this season, as well as help create exceptional content for viewers online. CWL looks forward to working closely with the MTN DEW AMP GAME FUEL team to develop the most exciting season in Call of Duty World League history.”
Ryan “OpTicJ” Musselman, President of Infinite Esports and Entertainment – the parent company of OpTic Gaming – posted a video to Twitter not long after the partnership was announced. In the video, he explained that communication with Mountain Dew first started six months ago and this is the first deal closed by the company’s partnership branch, Triggerfish.
— OpTicJ (@OpTicJ) December 5, 2018
This isn’t OpTic Gaming’s first deal with a brand owned by PepsiCo. In March 2016, OpTic Gaming was enlisted to help launch Brisk Mate, an energising iced tea – this partnership later spawned a popular branded content series, Smooth Competition. In April 2017 the organisation received a sponsorship from Brisk as a whole, then including the full range of the brand’s product offering. The partnership wasn’t renewed in 2018.
Mountain Dew is also partnered with the likes of Dignitas, Immortals, Splyce, and SK Gaming.
Esports Insider says: Mountain Dew has showed a good amount of support to the esports industry already, and now launching a drink aimed at those that occupy the space is a big deal. Add in deals with the CWL (which is poised to have an improved year ) and with a powerhouse such OpTic Gaming and you’ve got a set of good moves from the energy drinks brand.