PepsiCo recently announced plans to find ten start-up companies to work with. PepsiCo Labs, the organization’s technology venture arm, has already begun running pilot programs with three businesses: GreenPark, Anzu, and StreamElements.
“We look to identify these new startup solutions against terrain where we might have capability gaps,” Kate Brady, PepsiCo’s head of media innovation and partnership development, told The Drum. “With the gaming space, there are now 2 billion people that identify themselves as gamers across the globe. We’ve got so many brands across our portfolio that we know will speak to those gamers in some capacity, and we’ve also got super endemic brands like Mountain Dew, Game Fuel, and Doritos.”
GreenPark is a virtual platform that offers immersive experiences and mini-games. The organization recently launched Greenie Rush, an obstacle course that offers quizzes and gameplay testing users’ NBA knowledge. This comes as part of a partnership between Mountain Dew and the NBA.
Mountain Dew and Doritos partnered with Anzu. This in-game, cross-media platform offers turnkey solutions for gamers around the globe.
PepsiCo has also ramped up its partnership with StreamElements. This Facebook Gaming, Twitch, and YouTube streaming platform will connect PepsiCo with a whole new, global audience.
The Profit‘s Take:
Great to see corporate venture arms recognize the gaming opportunity. I suspect many more companies will start looking at the space as gaming will impact dozens of industries.
(All information was provided by The Drum)
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