Xbox kicks off Starfield marketing with Lucozade promotion

Xbox and Bethesda are kicking off their Starfield marketing campaign with a promotion on bottles of British energy drink Lucozade.

From this month, Lucozade Energy Starfield edition bottles will be available at supermarkets and stores throughout the UK and Ireland, available while stocks last until June 30.

The special Starfield bottles will give consumers the chance to win “Starfield and Xbox prizes”, according to Lucozade.

Purchasing a bottle will also unlock a 1-month Xbox Game Pass Ultimate subscription with every pack, as well as the chance to win an Xbox Series S every day.

Zoe Trimble, head of Lucozade Energy at Suntory Beverage and Food GB&I, commented: “Lucozade Energy’s partnership with Xbox and Starfield will unlock significant rewards and access for the UK gaming community, whilst helping to unlock their gaming potential.

“We wanted to create a special partnership that enables us to connect with gamers via a shared passion, culture and vision for gaming.”

Last month, Bethesda confirmed that Starfield, which was previously planned to release in the first half of 2023, will now arrive on September 6.

Microsoft’s acquisition of Bethesda means the studio’s future games, including Starfield, won’t be released on PlayStation consoles.