Destiny 2’s Pop-Tarts and energy drink promo is everything wrong with this industry

Don’t forget to drink your Ovaltine! This is not a joke: ActiBlizz just sent ’round a press release announcing a partnership with Rockstar energy drinks and poptarts, which I’ve just learned is actually properly formatted as Pop-Tarts. This was important enough that it needed to invade my inbox, and by god, I’m going to make sure you’re informed of this critical partnership development too.

Destiny 2’s international collaboration with Rockstar Energy Drink includes limited edition ‘Destiny 2 themed’ cans in different flavors available in the U.S. and Canada, U.K. and Germany. The U.S. flavors are Original, Punched, and Zero Carb. Canada flavors include: Original, Punched and Burner. The U.K. flavors include: Original, Punched Guava, and XDurance. The Germany program features flavors: Original and Sugar Free.”

For some reason we all need different flavors? Guava? What? “Score loot with cans!” No!

“The U.S. partnership with Pop-Tarts® will fuel players’ Destiny 2 gaming experience by offering XP Boost, free with purchase of specially-marked packages of Pop-Tarts®.** In addition to this limited time offer, Pop-Tarts® will feature custom-designed, collectable packs highlighting each Guardian Subclass.”

In case you were suddenly feeling a tad peckish: Please don’t eat nothing but Pop-Tarts and energy drinks while playing Destiny 2.

“In collaboration with Rockstar Energy Drink and Pop-Tarts®, we chose strategic, renowned lifestyle partners in major markets to bring the Destiny 2 universe to life,” said Byron Beede, Sr. Vice President of Product Management. “We’re bringing these partners together to complement the overwhelming excitement of Destiny 2’s launch with benefits that reward players both inside and outside of the universe.”

No. Stoppit.

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69 Comments on "Destiny 2’s Pop-Tarts and energy drink promo is everything wrong with this industry"

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Jack Pipsam

I wish we had more of these kind of dumb deals in Australia, I get a kick out of collecting those kind of things.

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Scrungle

lol, so many jokes to be made. I guess mountain dew and doritos where sick of getting lambasted for being MLG fuel they refused to renew their contracts?

Karma_Mule
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Karma_Mule

If we are talking RL promotional stuff then I really don’t care. It’s if/when plugs for these products start appearing IN Destiny 2 that I’d get mightily pissed off.

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Castagere Shaikura

I’M more of a glass of red wine and a small bowl of unsalted mixed nuts kind of guy.

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Chris Moss

Look at these healthy young lads who ate the Poptart/Energy Drink diet to fuel their gaming!

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Arktouros

I dunno, doesn’t really bug me. I’m not going to buy Pop Tarts or Rockstar energy drinks, and this certainly wouldn’t encourage me to do so. If they think this is what will get them the most bang for their buck good for them.

Everything wrong with the industry? I dunno, seems like a stretch. Hating on Energy Drinks and junk food snacks is hip and cool and all but just isn’t a big deal when you get down to it.

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Danny Smith

Don’t forget bungie is actually the originator of this bunkum. Halo 4 image but this shit began back with Halo 2 and WoW followed soon after.

And now activision has both. Get ready for the Dewpocalypse.

Not that surprising though, gotta get the adviews on a slow news day? :p

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Sally Bowls

ATVI also did some CoD promotions as well. But you don’t have to worry about them this year. the new ’17 flavors will be in support of another fan favorite, Warner Brothers. ( Middle-earth: Shadow of War)

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Mark

I’m gonna drink the XDurance one and then “play Destiny 2” with my wife.

If you know what I mean.

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Dystopiq

They literally do not give a rat’s ass about what we or the industry thinks. Why? Because the first game made $1.7 billion. Activision invested $500m in the SERIES. The first game more than tripled what was invested. They laugh at us all the way to the bank.

capt_north
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capt_north

Alas, the subtle art of ironic hyperbole is a forlorn remnant of a less crass era.

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Sally Bowls

I was clearly trolled successfully. Partly because I thought the articles here were different than reddit posts. But partly because this involves money/business and … let’s just say that is not a strength of this community. One would think the call for a return to subscription MMOs was also ” ironic hyperbole” but alas some actually believe it. Topically, the “surge” in “NCSOFT REPORTS Q4 2015 SALES SURGE FOR GUILD WARS 2, BUMP FOR WILDSTAR” felt to me like ironic or at least non-ironic hyperbole. Certainly, the surge was sufficient to propel GW2 to five straight quarters that were each the smallest in the history of the game.

Mewmew
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Mewmew

“DESTINY 2’S POP-TARTS AND ENERGY DRINK PROMO IS EVERYTHING WRONG WITH THIS INDUSTRY”

Is it really? I mean there are various things wrong with the industry, some like lock boxes are becoming a serious scourge and plague. I wouldn’t say that this product tie in is really very surprising, nor that bad, and certainly not everything wrong with the industry.

If we were collecting Rockstar Energy Drink Boosts inside the game, that would be a little worse, but still not everything wrong with the industry.

No offense but that title line for this article is a bit over exaggerated.

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Sally Bowls

DESTINY 2’S POP-TARTS AND ENERGY DRINK PROMO IS EVERYTHING WRONG WITH THIS INDUSTRY

WTF. FFS, do the people here want any games to be made???? Asian P2W cash shops are right out; Lootboxes are very evil. The customers have clearly – at least outside the filter bubble here – spoken that they don’t want subscriptions. Instead of promotions, would you rather that Destiny 3 sell another X million dollars of lootboxes? Another X million dollars of EA/pre-order exclusives? ATVI & Bungie need several billion dollars to fund this development. Out-of-game promotion seems far more benign than most other alternatives.

sigh

P.S.
http://mountaindew.wikia.com/wiki/Game_Fuel_Promotion
Bungie was involved in soda promotions for a decade.
Mt Dew goes from 2007 Halo 3 to the one I have, the 2009 WoW pet, to many others to this October two new flavors to promote the upcoming video game Middle-earth: Shadow of War.

P.P.S.: brace yourselves re SWTOR, my guess is there may be a tad of Star Wars promotions later in the year.

deekay_plus
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deekay_plus

bungie actually did promos with seven eleven since the first halo way back when.

master chief flavoured slushie? sure why not. >>

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Raimo Kangasniemi

It’s no different than what we get with movies, really. It’s the whole marketing culture and popular culture which are twisted for allowing this – Activision-Blizzard is just riding the wave.

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Sray

At first I felt like this was a bit of an overreaction, and then I asked myself “is this something being done by Activision-Blizzard?” The answer was “yes” so I’m inclined to agree.

Estranged
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Estranged

I thought lootboxes were the devil. Product and entertainment promos are sorta old hat nowadays.

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Legend Of Vinny T

For Destiny 1, it was only Red Bull, and only at 7-11 stores, so… yay, progress, I guess?

And for those wondering why this promo is The Worst, it’s because Activision hits the trifecta of shamelessness, dirty tricks, and Console War bullshit so well and so often, and continue to do it long after others realized how uncouth it’s been.

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Dominick Critelli

Good lord, guys. This might be the most clickbaity title I’ve seen from you guys to date. If this is “everything wrong with this industry” than the cancer must be terminal at this point because this has been going on for over a decade.

I mean, seriously Doritos Pope was five years ago. /pizza WAS a decade ago. XIV has been running weird ass promotions the past few months with random ass food companies. WoW promoted those “Mana Potions” years ago which were just caffeine shots dressed up with food colouring and a fancy bottle. Hell, I think /every single/ Halo after Combat Evolved had some sort of tie-in promotion, and Call of Duty has done it more than a few times.

That’s not even counting the promotions with non-videogame stuff, which have been going on for pretty much the entire lifespan of the capitalist system.

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Serrenity

Let’s be real though – this isn’t doing the “Gamers are failures at being productive members of society” perception favors. Rockstar doesn’t (and energy drinks in general) don’t have the best reputation, and tying gamers to this doesn’t do as any favors when we are trying to convince people that we don’t all live in our mom’s basement with neckbeards (even Bree, I hear she can get an epic neckbeard).

PopTarts are not a bad food, and I love them, but again its something that typically associated with kids / being juvenile, and I often won’t fess up to the fact that I like PopTarts in professional situations. Again, not really great for convincing people that adults really like these games.

Imagine if there was a Starbucks promo with Destiny 2? Or Cheerios promo? How much different would that look / feel. How would people OUTSIDE our industry look at us? Cause I guarantee this would be a very, very different conversation.

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Armsbend

I guess someone thinks of video games as a high art form above Rockstar drinks. Someone woke up on the 90s side of the bed this morning and forgot that punk rock has been dead for a long time now.

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Bhagpuss Bhagpuss

Why did you mention Ovaltine at the top of the piece? It doesn’t appear to have anything to do with the promotion.

Also, as others have said, apart from the unhealthy nature of the specific products, I can’t see what the problem is here. Cross-promotions of this kind are as old as capitalism, surely?

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Sally Bowls

One of the all time great movies.

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ailyara
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ailyara

Clearly a reference to “A Christmas Story” where the kid is all excited to get a secret decoder ring only to decode the message that says “Be sure to drink your ovaltine!” Basically a testament how over-commercialization ruins your childhood.

flatline4400
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flatline4400

Don’t forget /pizza in EQ1 and EQ2! I wonder if it ever actually got used by anyone…

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Rottenrotny

I don’t really see the issue besides the fact that they’re promoting products with tons of sugar.

They should be partnering up with pizza rolls or hot pockets though!

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Armsbend

This is offensive to you more than say lockboxes, console subscriptions for online, kickstarters to name a few?

This is a blip has has been done over the entire economy for at least half a century now.

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silverlock

The CDC has declared obesity and diabetes to be at epidemic levels for children, so yeah I’d say this is bad.

Estranged
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Estranged

silverlock – parents have control over that issue

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Rottenrotny

Inorite?

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Bruno Brito

I’m hungry.

Dantos
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Dantos

In a world where we’ve had teenage mutant ninja turtle pies (fresh from the sewers to you), ecto cooler, a fruitsnack of every cartoon under the sun, Nintendo brand cereal, I just cant get upset over this stuff.

what-4
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what-4

UMMM, Titanfall did this, Every EA game does this, CoD does this, why is this one particularly offensive to you? Been going on for years.

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Jesus Christ

Remember when Burger King made X-Box games, lol.

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Fisty

No, but I remember the Noid game from dominos

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BalsBigBrother

I have drunk more than a few Rockstar energy drinks in my life so yeah so I would feel a bit hypocritical to then get on a high horse to say this is bad. So I will just say this promo isn’t going to sway me one way or the other as far as buying either product.

Never eaten a Pop Tart in my life and have no reason for that to change at this point either.

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Indigo Salma

Buying the game , but sure as hell wont buy those.

dixa
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dixa

This has been going on for a while now in other genres.

Dantos
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Dantos

Star Wars: The Force Unleashed cereal! ALL the fruit snacks! Hell I saw star wars cheez-its.

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Armsbend

Fast food joints had star wars glasses for Empire Strikes back. I wish I still had them. I assume merch promos went much farther back than that.

Justin Olivetti
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Justin Olivetti

Any excuse to trot out this pic!

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deekay_plus
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deekay_plus

the best part of doritogate is all the youtubers that called them out got found out to be far far dirtier (and not in compliance with the law). you know, the big “intgrity” gaming youtube critics. XD

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Fisty

and this one

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Hirku

Always a blessing to see His Holiness, lol.

Dantos
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Dantos

I was gonna say, I thought we’ve already done this dance with halo before.

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Utakata

It’s not real game food until they start advertising with Pizza Pockets! o.O

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Jake Boller

Diabeetus and gaming, such a sweet marriage.

Dantos
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Dantos

Hey! I enjoyed some of Retsupurae’s stuff, especially the alone in the dark snarking.

Zander
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Zander

Please enter your Pop-Tart® serial code to continue playing.

Estranged
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Estranged

They could sell $700 ships instead. :-)

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Space Captain Zor

comment image

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Paragon Lost

Words… fail… me…

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squidgod2000

I kinda want a Pop-Tart® now…

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Joshua Dickerson

“Destiny 2 exp boost……..now tied to unhealthy snacks that degrade your real body durability!”

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Cindy M

You know you’re mainstream when…

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McGuffn

Where are the Destiny 2 catheters and adult diapers? Bobby Kotick isn’t doing his job if he’s letting all this money sit on the table.

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Totes McGoats

Ok then.

balte04
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balte04

Pop Tart is a….unique choice, I’ve never really seen Pop Tarts involved in a game promotion before….at least a high profile game.

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McGuffn

if you buy the low carb or sugar free energy drinks you’re going to need the pop tarts for a pick me up.

Siphaed
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Siphaed

Why didn’t they do a partnership with Green Giant brand carrots and Desani water instead? Or Blue Diamond almonds? Nature Valley granola bars? I can think of 100’s of healthier munchie snacks that would do far better during gaming than those two toxic foods they choose. Disappointed, but not entirely surprised when gaming culture sells itself for the obese and lazy.

Estranged
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Estranged

Granola, empty calories sold at premium prices!

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A Dad Supreme

“Why didn’t they do a partnership with Green Giant brand carrots and Desani water instead? Or Blue Diamond almonds? “
=====
Probably because carrots, nuts and water aren’t the most popular food with most young gamers. They’d be stupid if they did that.

It would be like PETA advertising on Burger King wrappers. Not going to get much mileage out of that.

Besides, the things you suggest they advertise with would make most gamers get up and leave the console/PC to hit the bathroom twice as often; not exactly the ideal gaming situation.

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Fisty

Sometimes I still stock up on caffeine for an all night gaming sesh. Whether it’s on the PC or tabletop or pen and paper gaming. The orange cream Rockstar tastes great.

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Fisty

I remember the Warbot from the WoW / Mt. Dew promotion they did a few years back. I can’t remember if you got the warbot from can codes or if you used it as fuel for the robot. It was something weird, but fun to see that nerdy game on shelves everywhere.

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Ashfyn Ninegold

There comes a point when you realize the war is lost. This is it.

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silverlock

Over you say!

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Paragon Lost

LOL! Couldn’t have said it better.

wpDiscuz