How PepsiCo develops successful in-game marketing

Maya Yegorova

PepsiCo, the food and beverage manufacturer, has built an effective in-game marketing strategy by tailoring its activations to specific gaming universes.

PepsiCo, the food and beverage giant, is basing its approach to in-game marketing on bespoke strategies designed for the precise audience and entertainment property it is tapping into.

“That’s where the value is, especially now, as gamers are starting to get more used to in-game spending. We want to make sure that we’re not just slapping our logo on something, [and] that we’re actually being a part of the storyline and the experience,” Paul Mascali, Head of eSports and Gaming at PepsiCo, explained at AdExchanger’s Industry Preview 2023 conference.

Partnerships have a key role

One key component of PepsiCo’s strategy...

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