Red Bull's Games Have Wings

Last year it was Burger King. Now the caffeinated drink manufacturer wants in on the gaming action

FreeStyle’s commercial director Chris Lee says the Burger King deal was not the starting point or the inspiration for Red Bull tie-up. “It wasn’t a factor,” he said. “Red Bull is a brand and that is the only similarity. We have always been creative in terms of the way in which we approach game development, but also commercially creative, trying to understand who are our audience, how do we want to reach out to them. This is a part of that process.”

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