Nestlé Enters Gaming Arena with MILO Champions Activation
Nestlé has made a strategic move into the gaming sector, launching a new campaign aimed at tapping into Southeast Asia’s fast-growing gamer demographic. The initiative, centred around its flagship brand MILO, positions the beverage as the energy drink of choice for aspiring young esports players.
Developed in collaboration with creative agency Minotaur, the campaign integrates MILO into a mobile-first gaming experience, targeting tweens who are increasingly turning to mobile and online gaming for entertainment. At the core of the project is a browser-based runner game designed to deliver brand engagement through dynamic gameplay and product association.
The game introduces three MILO Champions — unique characters representing real-life sports disciplines — who “power up” by consuming MILO. Each character reflects the energy, perseverance, and dedication that the brand seeks to associate with its core values.
Targeting markets including Malaysia, Singapore, Indonesia, the Philippines, and Vietnam, the campaign leverages strong regional gaming penetration and a digitally native youth audience. With over 80% of Southeast Asians under 25 identifying as gamers, the move signals Nestlé’s intent to align closely with younger consumers’ lifestyles and digital behaviours.
Michael Constantine, Co-Founder of Minotaur, emphasised the project’s aim to authentically embed Nestlé’s message within a gaming ecosystem. “We wanted to make the MILO brand part of an experience, not just a viewer of it,” he stated. The gamified platform features customisable avatars, progressive challenges, and mobile optimisation, reinforcing user engagement while subtly driving product relevance.
This latest activation reflects a broader trend among FMCG brands turning to interactive digital platforms to maintain relevance with Generation Z. Not just an advertising overlay, the campaign exemplifies a shift toward brand storytelling through gameplay mechanics, rather than traditional media placements.
By embedding MILO into a playable format, Nestlé not only extends its reach but also positions itself as a meaningful participant in youth culture. As FMCG players continue to diversify their engagement strategies, brand-backed games offer a compelling channel for sustained consumer interaction in high-attention environments like mobile gaming.