Mtn Dew Game Fuel has launched an online “direct-to-gamer” site where fans can shop the entire Game Fuel beverage portfolio and sign up for its ‘Victory Pass Rewards’ program for a chance to win gaming prizes and unlock exclusive digital content.

Mtn Dew Game Fuel is giving those who sign up for Victory Pass on the Game Fuel site a chance to win a PlayStation 5 console and Call of Duty: Black Ops Cold War with the purchase of any Game Fuel case. The sweepstakes is running from now until January 31, 2021.

With a Victory Pass, the more fans buy, the more rewards they can rack up across 20 different levels. Levels one to five offer Game Fuel digital packs, oversized mouse pads and water bottles. Additionally, from now until March 16, 2021, those who sign up for the program will receive free shipping.

With each purchase, Mtn Dew Game Fuel is also including a limited-edition can inspired by streamer superstar Dr DisRespect—one of the 19 YouTube and Twitch game streamers showcased under the ‘Partners’ tab on the website, including Courage, Yassuo, Nothing and Simp.

A digital hub for Mtn Dew Game Fuel fans marks PepsiCo’s larger pandemic-driven effort to ramp up online direct-to-consumer and engage players in the growing video game industry. In Q3, PepsiCo said its ecommerce business almost doubled, and that Mtn Dew Zero Sugar, Gatorade Zero and Bubly combined have exceeded $1 billion in sales this year. That growth is likely due in part to two new DTC websites PepsiCo launched in May— and

Partnering with popular streamers gives Mtn Dew Game Fuel the potential to reach millions of gamers across generations as lockdowns led to a sharp increase in time and money spent on video games and livestreams. Research from the NPD Group shows that today, 79 percent of US consumers play video games, or 246 million people—an increase of 34 million people since 2018—with average playtime at 15 hours per week. In Q3, viewers watched 4.74 billion hours of content on Twitch, 1.68 billion hours on YouTube Gaming and 1.04 billion hours on Facebook, according to a report from Streamlabs and Stream Hatchet.