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Fortune

Orianna Rosa Royle

Coca-Cola is targeting gamers with new drink

Coke CocaCola Travis Scott

(Credit: Arsenii Palivoda—Getty Images)

Coca-Cola is tapping into the lucrative gamer market with the launch of a new limited-edition flavor, Coca-Cola Ultimate.

Created in partnership with Riot Games’ League of Legends, a multiplayer online battle arena game, the new flavor of Coke in meant to encapsulate the thrill of gaming and taste like experience points.

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