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03/10/2021

Kellogg Opens Tournament to Walmart Gamers

Patrycja Malinowska
Associate Director - Content, P2PI
Patrycja Malinowska profile picture

Kellogg Co. is stocking Walmart shelves with product delivering free entry to any of the qualifiers for its Halo 5 online tournament with Esports Arena.

Shoppers who purchase a qualifying product from brands including Pringles, Cheez-It, Pop-Tarts and Rice Krispies Treats from Feb. 8 through March 15 upload the receipt by April 14 to receive a code for the free entry. Halo 5: Guardians is a first-person shooter video game published by Microsoft Studios for Xbox One.

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The tournament kicks off on April 18 and spans eight qualifying rounds, each with a $1,250 prize pool going to the top six players (first place receives $600, second place gets $300, third place is $150, fourth is $100, and fifth and sixth each get $50). The grand finale will take place on May 16 and award a grand-prize $15,000.

Marketing for the effort has included a Feb. 18 email blast to Kellogg’s Family Rewards members that linked to the redemption page within kellogsfamilyrewards.com. The Esports Arena hub within the video game section of walmart.com also supports. For its part, Esports Arena plugs the tournament on its website and social media channels.

Dedicated esports facility operator and production company Esports Arena has two standalone locations in California and 18 additional locations inside Walmart stores across as many states, according to the retailer’s website. The locations host competitive gaming league nights and tournaments while also offering open play sessions. They are equipped with an exclusive line of Overpowered by Esports Arena gaming PCs, laptops and accessories.

Esports Arena also operates a semi-professional gaming league in which players can get sponsored by brands such as Pop-Tarts and Cheez-It as well as Intel, Nestle and Rockstar. The sponsors get the stage under the “Shop All Esports Arena Partners” tab within the Esports Arena hub on walmart.com. The Series E league’s second season kicks off March 9.

An active investor in competitive gaming, Kellogg in 2019 also signed a multi-year deal with Activision-Blizzard’s Overwatch League.

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