McDonald’s, Coca-Cola Expand Reach with Brag House Esports Deal

McDonald’s and Coca-Cola have renewed their partnership deal with Brag House esports and gaming platforms. This is a strategic move for the companies to reach the Gen Z gaming community, which is said to be difficult to grasp.

As a result of the extended team-up, McDonald’s, Coca-Cola and Brag House will jointly launch the Golden Royale Cup featuring the “Fortnite” game. This is a friendly tournament for students from four regions in the United States. It was added that the events will also be carried out in multiple states throughout November.

“Fortnite” Events in Colleges and Universities

Esports Insider reported that McDonald’s and Coca-Cola renewed their agreement with Brag House after the initial success of the Fortnite events in Southern California and Historically Black Colleges and Universities (HBCUs). The two major firms served as the lead sponsors at that time.

Now, the Coke maker and fast-food chain want to use this cooperation to reach the Gen Z audience via casual gaming continuously. In any case, it was mentioned that The Coca-Cola Company also worked with some notable esports stakeholders before, such as Riot Games and the Esports Awards. Similarly, McDonald’s has collaborative experience with gaming groups as well, like Gen.G and the Mobile Legends: Bang Bang Professional League Singapore.

The Golden Royale Cup

It was noted that the gaming sector has been enjoying unmatched growth and is fast becoming an essential part of popular culture. For this, Coca-Cola and McDonald’s can see huge potential in coordinating their respective brands with Brag House.

The upcoming Golden Royale Cup will serve as proof of their scheme of adopting or taking on esports and gaming to build unique opportunities for interaction with hard-to-reach customers. It is also hoped that this cooperation will boost McDonald’s and Coca-Cola’s brand visibility.

“Brag House has identified an underserved casual gaming audience and filled the void with a platform that encourages community, engagement and above all, fun,” Brag House’s co-founder and chief executive officer, Lavell Juan, said in a press release. “For brands, this represents a fantastic opportunity to be visible, authentically engaged and active in the hard-to-reach Gen Z demographic.”

Patricia Chambers, vice president at Davis Elen Advertising, who manages esports collaborations for local McDonald’s clients, also said, “We have partnered with Brag House previously, and have witnessed firsthand the power of the community they have built. For McDonald’s and Coca-Cola, extending this partnership is an obvious next step and one we’re very excited about.”

The Coca-Cola Company’s national marketing director, Kelly Boatright, further commented, “It is about meeting Gen Z where they are already. With 82% of Gen Zs eating and drinking while gaming, it makes all the sense in the world for Coca-Cola and McDonald’s to fuel their gaming passion.”

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