Azerion
Azerion

Azerion, Hijos de Rivera and GUT (by Globant) revolutionize in-game advertising with the launch campaign for MUCHO

by | Dec 16, 2025 | News

Madrid, Tuesday, December 16 — Azerion, one of Europe’s leading digital advertising platforms, has partnered with Hijos de Rivera and GUT (by Globant) to deliver an innovative in-game campaign for the launch of MUCHO, the new functional drink co-created with UFC World Champion Ilia Topuria. Targeting a young audience aged between 18 and 20, the activation has become a success story in the use of native integration formats within video games.

The campaign faced a clear challenge: connecting with a young, demanding audience with a strong bond to the gaming environment. To achieve this, Azerion designed a 100% in-game strategy based on native integrations and exclusive in-game presence, making MUCHO the only visible advertiser during gameplay. This exclusivity positioned the brand as an environment sponsor, reinforcing its perception of authenticity and impact.

“The goal was to enter the audience’s territory without interrupting them, speaking their own language. Native integration within video games allowed us to bring MUCHO’s energy directly into their digital ecosystem in an organic and relevant way,” explain representatives from Azerion.

The aesthetic, visual codes and personality of Ilia Topuria were seamlessly integrated into the gameplay, creating an immersive experience for players. The campaign was supported by advanced targeting based on behavior and context: active young users, geolocated in gyms and cities across the country — with Madrid, Barcelona and Valencia standing out — and optimized for iOS devices, where the strongest performance was observed.

Results that make a difference

The activation achieved:

  • More than 600K impressions 
  • An average VTR of 88% 
  • Viewability above 90% 

The campaign is the result of close collaboration between Hijos de Rivera as the advertiser, GUT (by Globant) as the agency responsible for the digital strategy, and Azerion as the technological and in-game activation partner.

“We are very proud of this collaboration. Gaming is no longer just entertainment,  it is a cultural space where brands can connect with a highly valuable generation, as long as they do so with authenticity,” say representatives from GUT (by Globant).

With this project, Azerion reaffirms its leadership in advertising solutions within the gaming ecosystem and its ability to create innovative digital experiences that connect brands, creativity and technology.

 

For more information about the campaign and to watch the full video case, visit our post on LinkedIn, where we break down the strategy, execution and results behind this in-game activation.