Coca-Cola Enterprises has set its sights on Britain’s gamers by linking up with what is set to be the biggest video game launch of the year.

CCE’s Monster Energy will next week roll out limited-edition cans carrying an on-pack promo for upcoming Activision shooter Call of Duty: Ghosts. Call of Duty is regularly the biggest entertainment launch of the year - with more than 2.6 million British gamers buying last year’s CoD: Black Ops 2.

A unique code on every ringpull will unlock one of five prizes including downloadable content and double XP (experience points) to use in game. The cans will be available until 31 December and the promotion will be supported with Facebook activity, PoS and sampling.

The activity is the latest example of energy drinks brands targeting gamers. Monster first ran a Call of Duty promo in 2010, while more recent activity has included PepsiCo running a Halo 4 promotion on its UK Mountain Dew, and last month announcing it would give away Microsoft’s upcoming Xbox One console.

Monster Energy sales have risen 33% year-on-year to £91.1m in a market up 5.5% [Nielsen 52w/e 7 September 2013].

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