Game fuel? Really?

It's arguably the most tedious saga in gaming right now: which platform holder will promote Call of Duty: Black Ops III? Last year, rumours were rife that Sony had snapped up Activision's super series, but it didn't pan out. That same speculation started circling around Treyarch's latest title a couple of months back, but while the game is announced now, we haven't really seen any indication that that's the case.

Well, until today, anyway. Eagle-eyed fast food fans noticed that fresh bottles of Mtn Dew are carrying their usual Call of Duty branding, along with a link to Typing in the URL takes you to a PWRUP page – what's with the limited use of vowels? – which currently includes a Warframe promotion for the PlayStation 4. The flavour text adds: "All year long, Dew and Doritos are teaming up with PlayStation to bring you closer to greatness with rewards for your favourite games."

Why is this significant? Well, it's not really, but the snacks have always been associated with Xbox in the past – and if this new partnership is set to last all year, then it seems likely that it's Sony that will be marketing Call of Duty: Black Ops III this Christmas. Perhaps the most significant thing here is that, for the first time in years, PlayStation players may not have to wait a month for DLC packs to be deployed.

To be fair, the platform holder has said that its working hard with third-parties – especially seeing as its first-party lineup is a little light this year. Batman: Arkham Knight is one major game that it's helping to advertise, but it appears to have inked deals with – wait for it – Star Wars: Battlefront, Assassin's Creed Syndicate, Destiny, and Metal Gear Solid V: The Phantom Pain as well. Potentially throw Call of Duty: Black Ops III into the mix and, like it or not, we reckon that it'll be just fine this holiday.

[source, via]