In September 2018, Bud Light became the “official unofficial” sponsor of esports with “Game Over,” a one-hour show that ran for five weeks on BudLight.com. Keeping in mind that gamers don’t drink when playing in order to stay sharp, Bud Light focused on the moment when players hang up the controller: when they lose. Featuring content from Twitch, the show celebrated the highlights of the gaming world: the top news, the coolest shots, the funniest rage quits and epic losses. Fans could also submit their best “game over” moments to be featured on the show. “Game Over” engaged 150,000 gamers who watched over 1.5 million minutes of content and boosted Bud Light’s favourability by 27%.