Sting Energy Becomes First In-Game Power-Up in BGMI Collaboration

PepsiCo India on Saturday placed its Sting energy drink inside Battlegrounds Mobile India, marking the first time a packaged beverage doubles as an in‑game power‑up in the country.

Under the deal, Sting bottles appear in the mobile title as an energy boost through July 14. Players collect the virtual bottle to regain stamina and hear the drink’s audio tag.

The push moves offline as well. Co‑branded Sting‑BGMI bottles will reach stores and e‑commerce sites nationwide in the coming weeks. Each unit carries a QR code that routes buyers to PepsiCo’s WhatsApp bot, PEPGenie. The bot unlocks four missions in a special BGMI event. Finishing those chores opens a final challenge that awards limited digital items.

“Gaming and energy link by nature. This effort lets Sting power game play on screen and in hand,” said Ankit Agarwal, who heads energy and hydration marketing for PepsiCo India.

Seddharth Merrotra, business development lead at BGMI publisher Krafton India, called the tie‑up “a step into interactive engagement” that blends physical products with virtual rewards.

Industry analysts see the program as a sign that consumer brands are chasing young mobile players as India’s digital economy expands.