Game Fuel is a recurring Mountain Dew promotion that ties in with the releases of video games or expansions of them.
Halo 3 Edition - 2007
- Main article: Citrus Cherry
To coincide with the release of the Xbox 360 game, Halo 3, Mountain Dew released this flavor in August 2007 for a 12 week period. It was a citrus-cherry flavored drink and was a bright red-orange color. It was also available in the Slurpee form and in exclusive aluminum bottles similar to those from Green Label Art.
World of Warcraft Editions - 2009
In 2009, Mountain Dew restarted the Game Fuel promotion for 10 weeks, this time releasing two different flavors and promoting the Massive Multiplayer Online Role-Playing Game, World of Warcraft.
One of these two flavors was the same formula as the 2007 Game Fuel, renamed "Horde Red" and with World of Warcraft packaging and an updated "Mtn Dew" logo. The other flavor for this promotion was a newly created Wild Fruit-flavored Mountain Dew. It was named "Alliance Blue" and was bright-blue colored.
Call of Duty: Modern Warfare 3 Editions - 2011ended on August 17, with the winning bid at $49.00 (plus $5.65 shipping charges). The status of these two flavors remained unconfirmed until August 24, when Mountain Dew officially announced the two flavors on their Facebook page. Both bottles had packaging promoting the game Call of Duty: Modern Warfare 3, and one of them was recognizably the original Cherry-Citrus flavor while the other bottle contained a dark green drink, and a label stating it was "Dew with a charge of Tropical flavor" indicating it was the Mystery flavor previously tested by Dew Labs members. In October 2011, Mountain Dew Game Fuel began appearing on shelves, featuring codes that granted players double experience points in-game when entered on the Double XP website.
Halo 4 Edition (United States) - 2012In late August 2012, a YouTube video was uploaded by a Pepsi employee showing an unreleased Game Fuel Citrus-Cherry bottle featuring Halo 4 logos and artwork. Also seen on the bottle was the logo for the Dew XP Promotion, indicating the packaging did contain codes to be redeemed for in-game experience points.
Halo 4 Edition (United Kingdom) - 2012
Throughout August 2012, the official Facebook page for the Mountain Dew UK team released a series of images, each one revealing more information about an upcoming promotion. The final image, posted on August 22, revealed that the United Kingdom would be getting their own Game Fuel variant to coincide with the upcoming Xbox 360 game Halo 4. Similar to the American cherry-citrus flavor, this variant was a bright red-orange colored drink and it had raspberry-citrus flavoring. The packaging featured Halo 4 artwork and logos, as well as codes that can be redeemed online to enter fans for a chance to visit the headquarters of 343 Industries (the team that was developing the game).
Ryse: Son of Rome and Dead Rising 3 Editions - 2013In 2013, new images have begun to surface online that hint towards a possible Game Fuel return. While nothing is currently confirmed, the images suggest that the original Citrus Cherry flavor will be returning, alongside a new counterpart flavor which has been dubbed Electrifying Berry. Unlike previous incarnations, these two Game Fuel flavors didn't feature label art for the same video game. Citrus-Cherry did sport Dead Rising 3-themed packaging, with Electrifying Berry's packaging promoting Ryse: Son of Rome; both being Xbox One-exclusive titles. However, due to both flavors supporting different games, it was unknown whether or not they'll be released around the same time.
In 2014, the original Citrus-Cherry Game Fuel flavor began appearing in both 12-can packs and 20 oz. bottles, with no game promotion and no label indicating it is a limited time release. No official information was released by PepsiCo.
Game Fuel was once again used in a video game promotion in late August 2014, promoting Call of Duty: Advanced Warfare. The original Citrus-Cherry Game Fuel flavor was once again return to shelves alongside a new, Lemonade-flavored companion flavor. Unlike past two-variant Game Fuel releases, both drinks sported the same artwork, albeit differing colors to match their respective flavors.
On May 4, 2015, an online Mountain Dew store was opened on Amazon, which listed multiple Mountain Dew flavors. Additionally, it was announced that Citrus-Cherry Game Fuel would be available year-round through this Amazon store, in 15-packs of 16 oz. bottles. Codes included with these 15-pack bottles unlock rewards in the PlayStation game Warframe.
On May 25, 2016, the next Mountain Dew Game Fuel flavor was leaked online Mountain Dew Game Fuel (Mango Heat). Instead of promoting Call of Duty again, Titanfall 2 was the promoted game in 2016. Here was a picture of the Game Fuel flavor, along with returning crowd favorite, Citrus Cherry. This time, it seemed that Citrus Cherry, along with Mango Heat, have reduced calories and sugars.
On May 27th, 2017, two Game Fuel flavors were leaked online: Arctic Burst, a returning Slurpee flavor as a regular soda received a store release, and Game Fuel (Tropical Smash), as a whole new flavor. The flavors were distributed (sometime around in the middle of fall 2017 including October 2017) to promote the video game Middle-earth: Shadow of War. During Tropical Smash's prototype release stage, it was indicated that it would be promoting the same game with Arctic Burst. It was later changed to promote Forza Motorsport 7.
2019 Permanent Rebranded Release
On August 12th, 2018, an online Mountain Dew store was opened to Amazon, which listed two new Amp Game Fuel Charged flavors (being Game Fuel without the Amp branding at the time): Amp Game Fuel Charged (Cherry Burst), a cherry flavor, alongside with Amp Game Fuel Charged (Berry Blast), a berry flavor of the website.
On August 16th, 2018, the listings for the upcoming Amp Game Fuel Charged flavors (being Game Fuel without the Amp branding at the time) were later removed from Amazon due to unknown reasons which made it inaccessible from the public at the time.
On November 6th, 2018, an image of the other two new Amp Game Fuel Charged flavors were leaked online from a Reddit post by FlashPath. These new Amp Game Fuel Charged flavors were Amp Game Fuel Charged (Original Dew) and Amp Game Fuel Charged (Tropical Strike). They were rumored to be released sometime during January of 2019.
On December 8th, 2018, an online Mountain Dew store was later re-opened to Amazon and opened to Walmart, which listed all 4 Amp Game Fuel Charged flavors and a 4-flavor variety pack for pre-order; Amp Game Fuel Charged (Cherry Burst), Amp Game Fuel Charged (Berry Blast), Amp Game Fuel Charged (Original Dew) and Amp Game Fuel Charged (Tropical Strike). Both listings on the retail sites showed an official launch date of January 14th, 2019, proving the aforementioned rumors correct.