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Online gaming has ballooned in popularity during the pandemic, offering a social outlet amid lockdowns. By making gaming-friendly streaming service Twitch a key pillar of its Prime subscription service, Amazon is appealing to a broad landscape of mainstream and niche interests.

In a bid to appeal to gamers and promote the launch of the Impossible Whopper, Burger King had its mascot playFortnitealongside members of esports collective FaZe Clan. As people grow fatigued by traditional ads, brands are looking to grab attention by being entertaining.

Mountain Dew has created a soft drink range especially for gamers, named Game Fuel. As the world of e-sports gains more public attention, the product line plays up the idea that being a professional gamer can be just as demanding as being a professional athlete.

As the world went into lockdown in spring 2020, people were looking for interactive ways to stay connected and inject some fun into the weekly Zoom call. Jackbox Games is keeping friend and family catch-ups lively with a suite of multiplayer games that can be enjoyed remotely.