Sting and BGMI roll out energy drink integration with in-game rewards

New Delhi: PepsiCo India’s energy drink Sting partnered with Battlegrounds Mobile India (BGMI) in a brand integration effort that brings the product directly into the gaming experience. The collaboration introduced Sting as an in-game power-up and extends to retail, offering exclusive missions and rewards to consumers through co-branded bottles.

Running through 14 July, players can access Sting-branded bottles in BGMI as energy boosters, incorporating the drink’s branding elements within the gameplay. The initiative aimed to blur the lines between digital and physical brand engagement, allowing players to redeem in-game missions and collectibles via QR codes on Sting bottles sold in retail stores and online.

The bottles connect users to PEPGenie, PepsiCo’s WhatsApp chatbot, where players can access four missions in a custom BGMI in-game event. Completion of the challenges unlocks a final grand mission, with digital collectibles as rewards.

Ankit Agarwal, Director – Marketing, Energy and Hydration at PepsiCo India, said, “Gaming and energy are a natural match — both are about intensity, focus, and pushing limits. With this partnership, Sting® becomes the fuel behind epic plays and high-octane moments in both worlds.”

Seddharth Merrotra, Head of Business Development at Krafton India, added, “This partnership with Sting® goes far beyond traditional branding. It’s a bold step into experiential engagement, fusing energy, emotion, and interactivity into one seamless journey.”

The partnership reflected a growing trend among consumer brands seeking deeper integration within gaming environments to tap into digitally native, younger audiences. It also signals continued experimentation with immersive brand experiences that link content, commerce, and interactivity.