Heineken Made A Game Controller To Bring You (Non-Alcoholic) Beer

Last year, beer company Heineken introduced the Gaming Fridge, a PC with a fridge installed, but now it wants to put the power to get a Heineken 0.0--its non-alcoholic beer--into players' hands with its Cool Down Controller. Heineken 0.0 launched the controller at CCXP24, a Comic-Con event in Brazil, where fans could see the device in action.

Designed and conceptualized by creative agency LePub Sao Paulo and Milan in partnership with Heineken 0.0, the control is said to know when to "refresh" players during high-pressure moments via advanced sensors that monitors both button pressure and movement intensity. When things become too heated, the controller's light shifts from green to red, triggering a special delivery service that automatically sends a Heineken 0.0 to everyone on the player's team.

A closer look at the Cool Down Controller.

"We considered every detail to address a common challenge faced by players: the pressure that can occasionally affect the enjoyment of the entire team," explained Felipe Cury, CCO at LePub Sao Paulo in a press release. "Our goal was to offer a fun and sociable solution that lightens the mood, bringing the excitement back to the forefront and giving everyone a reason to pause, reconnect, and dive back into the game together."

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