PepsiCo started marketing more of its products in earnest to gamers around three years ago, said Harter. Now, for virtually all of our brands, this is a must-have component of our media communication strategy.” So Mountain Dew is going to be the brand that we go to market and advertise around gaming,'” he said. “There was a point in time where we would look at a brand like Mountain Dew and say, ‘well, Mountain Dew is the best fit for a gaming platform. According to Newzoo, the number of people who said they played games on computers, consoles or mobile devices in the last six months grew 5.3% globally in 2021 compared to 2020.īut for some big snack makers, including PepsiCo, gaming is just the tip of the iceberg.Īs gaming evolves, so does the food giants’ approach to advertising to gamers, said Adam Harter, SVP of media, sports and entertainment at PepsiCo. Newzoo predicts that spending will grow to $218.8 billion in 2024.Īnd it’s not just current gamers spending more - more people are becoming gamers. Globally, consumer spending on games, including subscriptions and in-app purchases, hit $180.3 billion in 2021, according to Newzoo, an analytics company for the gaming market.
The Microsoft acquisition is just one piece of the puzzle. Last month, the tech company announced it would pay nearly $70 billion for the gaming firm, even though Activision and its controversial CEO had been recently accused of fostering a toxic work environment. “It’s really important for us to recognize that gaming is more pervasive and is an important part of culture today,” said Gajiwala.Īs evidence of the relevance of gaming, Gajiwala pointed to Microsoft’s acquisition of Activision Blizzard, creator of Call of Duty, Candy Crush, World of Warcraft and more.
These may seem like niche ads, but Kraft Heinz doesn’t see it that way. So Heinz paired up with the game’s designers to set up safe spots in the virtual world, where players’ avatars can hide out while they take a quick bite.Īround the same time, Lunchables launched a branded game within the kids gaming platform Roblox.
Here’s the gist: Taking a snack break can open players up to attack by opponents. In December, Heinz launched an ad campaign within the first-person shooter game Call of Duty.
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