The American beverage manufacturer Mountain Dew is expanding its sponsorship in esports, and in a very special way.
Even before “Fortnite” or “Apex Legends” had usurped the Battle Royal genre, two games fought for the players’ favor: “H1Z1” and “PUBG”. The second of the two, “PUBG-Mobile”, has been enabling battle royale action on the smartphone for some time now and benefits immensely from the fact that “Fortnite” is currently not available in the stores of mobile devices.
Limo in der Mobil-Version
The beverage manufacturer Mountain Dew, which belongs to the Pepsi Group, has also noticed that e-sports are getting bigger and bigger on the smartphone. You don’t need an expensive PC to play “PUBG-Mobile”, anyone can download the game, and this fact seems to be crucial for the beverage manufacturer.
So there are now drinks machines in the mobile version on the battlefield, which are of course full of cans. These can be exchanged for a Mountain Dew parachute or a virtual Mountain Dew T-shirt. The beverage manufacturer supports the shooter’s e-sports leagues and thus also places its advertising in the game. In-game advertising is nothing new. Even in shooters like “Counter-Strike 1.6” or “Quake-Live” there was such advertising in the form of posters on walls.
Realism … almost
The green drinks machines are definitely out of the ordinary. Because “PUBG” takes place on a battlefield where all players fight for survival, and suddenly there is a green machine. As a reminder: “PUBG-Mobile” takes place in a realistic setting. There are no unicorns or colored hammers like in “Fortnite”.
The developers of the PUBG Corporation certainly earn a lot from the cooperation and thus ensure the continued existence of their own game. It will also pay off for Mountain Dew: The advertising effect for the American beverage manufacturer is there because the community is talking about the machines that don’t really fit into the game, and as long as they are only available in the mobile version of “Playerunknown’s Battlegrounds”, the Shitstorm will also keep within limits. PC gamers are less receptive to such obvious advertisements.