Sting® Energy and BGMI Power a Bold New Era of Gaming and Beverage Integration in India

2025-06-06 11:06:32 Computer

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May 16, 2025: Sting®, PepsiCo India's high-voltage energy drink, has joined forces with India's most popular battle royale game, Battlegrounds Mobile India (BGMI), creating an electrifying new way for fans to power up their play. This first-of-its-kind collaboration infuses Sting®'s high-energy ethos directly into the BGMI universe, delivering a pulse-pounding experience that extends from mobile phones to retail shelves and into the everyday lives of gamers.

Starting today and available until July 14th, BGMI players will find Sting® bottle as the official in-game energy power-up, delivering its signature burst of energy and the iconic Sting® energy mnemonic. This unique integration captures the rush and intensity that define both the brand and the BGMI universe, setting a new standard for immersive gaming experiences.

The collaboration extends beyond the screen, as Sting® X BGMI co-branded bottles will soon be available across India in retail stores and e-commerce platforms. Every sip transforms into a gateway to exclusive in-game rewards and missions. Each bottle features a QR code that directs consumers to PEPGenie—PepsiCo's WhatsApp-based chatbot—where users can unlock four unique missions in a custom BGMI in-game event. Completing these missions opens access to a final grand challenge, allowing players to earn limited-edition and widely sought after digital collectibles.

This powerful convergence of the physical and virtual worlds sets a new standard for brand integration, offering players a fully immersive, electrified journey that extends from their gaming devices to their everyday lives. It seamlessly blends digital excitement with on-ground engagement, redefining how brands connect with the next generation of players.

Ankit Agarwal, Director Marketing – Energy and Hydration, 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. We're excited to bring unique collaboration to life, creating a powerful link between gaming and real-world experiences for our consumers. Sting®'s unmistakable energy is now part of the BGMI universe, and we're inviting players to take their game to the next level with every sip."

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. BGMI has always stood at the intersection of technology and youth culture, and this collaboration builds on that ethos to deliver something unforgettable for our players."

This unique collaboration sets a new benchmark for brand integration, bringing together gameplay, content, and commerce in a way that resonates with India's connected generation. It's not just about gaming — it's about creating moments that capture the energy, drive, and aspirations of today's youth. As India's digital economy continues to accelerate, initiatives like this are set to redefine how brands meet consumers where they play, shop, and socialize.

About PepsiCo:

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's®, Doritos®, Cheetos®, Gatorade®, Pepsi-Cola®, Mountain Dew®, Quaker®, and SodaStream®. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people.

About KRAFTON, Inc.

Headquartered in South Korea, KRAFTON, Inc. is dedicated to discovering and publishing captivating games that offer fun and unique experiences. Established in 2007, KRAFTON is home to globally re-nowned developers that include PUBG STUDIOS, Striking Distance Studios, Unknown Worlds, VECTOR NORTH, Neon Giant, KRAFTON Montréal Studio, Bluehole Studio, RisingWings, 5minlab, Dreamotion, ReLU Games, Flyway Games, Tango Gameworks and inZOI Studio. Each studio strives to continuously take on new challenges and leverage innovative technologies. Their goal is to win over more fans by broadening KRAFTON's platforms and services. With a passionate and driven team across the globe, KRAFTON is a tech-forward company that possesses world-class capabilities and is set on expanding its business horizons to encompass multimedia entertainment and deep learning. For more information, visit https://www.krafton.com/

About KRAFTON India

In India, KRAFTON is responsible for premier mobile games, including BATTLEGROUNDS MOBILE INDIA (BGMI), which has surpassed 200 million downloads, Bullet Echo India, Road To Valor: Empires, and CookieRun India, among others. Committed to enhancing the start-up ecosystem in India, KRAFTON has invested over $200 million in several Indian startups across interactive entertainment, gaming, Esports, and technology, since 2021. KRAFTON actively supports India's game development ecosystem through its KRAFTON India Gaming Incubator (KIGI) while strengthening the Esports ecosystem with flagship events like the BATTLEGROUNDS MOBILE INDIA SERIES (BGIS) and BATTLEGROUNDS MOBILE INDIA PRO SERIES (BMPS).