Riot Games Partners With Chipotle For 2XKO Launch

Chipotle Mexican Grill has expanded its reach in esports with the launch of a themed digital bundle for Riot Games’ new fighting action title 2XKO. Players can access avatar items including a hoodie, sweatpants, sneakers, hast, sling backpacks, plus the playful “Bur-Rito Pls” sticker, by making a digital order on Chipotle’s app or website using “LETSDUO” at checkout. 

Food and Lifestyle Brands Embrace Gaming Activations

This bundle is the latest step in Chipotle’s steady expansion into esports, following event sponsorships and collaborations with fighting game series and Riot Games. Recent efforts have included branded tournaments, arcade showmatches, and heavy presence at major events such as Evo and Tekken World Tour. Chipotle’s strategy matches a broader interest among food and lifestyle companies in reaching gaming audiences through exclusive digital rewards, crossover campaigns, and brand-driven in-game content.

For Riot Games, the partnership offers creative, low-barrier ways for fans to express themselves and fosters loyalty within the fighting game community. Riot has previously explored similar in-game activations with Red Bull and Mercedes-Benz in League of Legends esports, and more 2XKO exclusives are scheduled for future release.

Community reactions to the digital bundle have ranged from enthusiasm for new avatar styles and meme-driven rewards, to questions about console launch timelines and pricing for additional in-game transactions. The activations demonstrate a clear trend of collaborations between consumer brands and game publishers are moving beyond basic advertising and into meaningful digital content and social experiences. 

Recent years have seen a surge of food and beverage brands entering the gaming sphere with collaborations similar to the Chipotle and Riot Games partnership. Razer and Mars, for example, expanded their RESPAWN by Razer™ line from energy drinks to gamer-focused gum and snacks, co-designing the products with input from gaming communities. These products are now sold as lifestyle essentials tailored specifically to the gaming demographic, with bold flavors and branding that fit streaming and esports culture.

Global food giants have partnered with blockbuster games in high-profile regional promos. KFC, Pizza Hut, and Domino’s have run limited-edition campaigns with Genshin Impact across China, Singapore, and Malaysia, offering themed meals, exclusive merchandise, and in-game rewards. These collaborations often create viral moments, with stores seeing surges of fans seeking special collectibles, sometimes leading to long queues and even temporary closures due to demand.

Other recent examples include Coca-Cola’s launch of a League of Legends-themed soft drink, complete with exclusive in-game events, and McDonald’s co-branded campaigns with Minecraft and Black Myth: Wukong, where the fast food chain offered themed menu items and in-store digital exclusives. Such activations are no longer rare stunts. They have become a common route for mainstream brands to directly reach younger, gaming-focused consumers through both digital and real-world engagement linked to major game launches or esports events. These campaigns reinforce a trend of brands betting on gaming’s cultural relevance and social stickiness to drive both engagement and loyalty.