Sprite Runs In-Game Commerce Campaign Through trophée's Ad Tech Platform

The Coca-Cola Company's Sprite ran an in-game advertising campaign through trophée, a gaming commerce ad tech platform, according to an April 3 LinkedIn post from trophée founder Vijay Singh.

The campaign used trophée's Gaming-Commerce Adsuites to create interactive, shoppable brand experiences within gameplay. The platform allows brands to integrate product purchasing directly into gaming environments.

trophée positions itself as a gaming commerce ad tech company rather than a traditional agency. The platform's technology enables brands to reach gaming audiences with commerce-enabled ads that function as part of the game experience.

Sprite's move into gaming commerce follows broader Coca-Cola Company investment in gaming channels. The beverage brand has experimented with esports sponsorships and Twitch partnerships in recent years.

The campaign structure: interactive and shoppable within gameplay. This differs from static in-game billboards or pre-roll ads. Players can engage with the brand and complete transactions without leaving the game.

trophée did not disclose which games hosted the Sprite campaign or provide performance metrics. The company's platform integrates with multiple gaming environments, though specific partnerships remain unannounced.

Gaming commerce represents a growing channel for CPG brands seeking younger audiences. In-game advertising spend reached $7.6 billion globally in 2024, according to Newzoo research, with commerce-enabled formats commanding premium rates over display-only placements.

The Coca-Cola Company has not publicly commented on the campaign scope or results. Sprite's digital marketing team has increasingly allocated budget to gaming and streaming platforms as traditional media reach declines among Gen Z consumers.