By Allison Watkinson
TLL Reporter
Ferrero, 2K Games and Gearbox Software have teamed up for a promotional activation featuring Borderlands 4 and the Butterfinger candy brand.
Called Game Better with Butterfinger, the collaborative partnership has launched a licensed sweepstakes event that will select a new winner every week until July 31, 2025.
The collaboration is designed to promote the upcoming launch of the Borderlands 4 game in September, as well as introduce fans to the new Salted Caramel Butterfinger chocolate bar.
“Gaming and Butterfinger go hand-in-hand, which is why we’re thrilled to join forces with Borderlands 4,” said Ferrero Mainstream VP, Neal Finkler. “This partnership celebrates what gamers love: intense fun and new flavors. Our new Salted Caramel Butterfinger adds a perfect sweet-and-salty twist to fuel your gameplay, and we’ve created some incredible rewards that bring the Borderlands universe to life in a way that will excite candy lovers and gamers alike.”
The sweepstakes event will offer numerous digital codes and licensed merchandise inspired by the popular gaming franchise and Butterfinger candy.
The portfolio of sweepstakes prize packs includes a Salted Caramel Butterfinger swag kit, branded gaming gear, the Borderlands game collection, numerous in-game redeem codes and more.
To participate in the limited-edition event, players can purchase Butterfinger, CRUNCH, Baby Ruth or 100 Grand branded products and type in the included UPC code through the official Game with Butterfinger website.
“I’ve loved Butterfinger since I was a kid—you can probably find an empty wrapper on my desk right now,” said Gearbox Entertainment president, Randy Pitchford. “Getting to team up with Butterfinger for Borderlands 4 is kind of surreal. My team at Gearbox and I make Borderlands to be these wild, over-the-top games with a lot of love, and this partnership just fits,” added Pitchford. “I’ve been playing Borderlands 4 with my team constantly during development, and now Butterfinger is going to help us share the Borderlands experience with fans in a fun, delicious way.”
To further support the collaboration, Butterfinger is sponsoring several Twitch streamers to allow Borderlands 3 players to play the game alongside the famous online gaming influencers.
Initially released in 1923, Butterfinger is a chocolate bar brand that is currently owned by The Ferrero Group.
The Ferrero Group is a confectionary and dessert company that offers a portfolio of over 35 brands sold in more than 170 countries worldwide.
Ferrero first entered the North American retail market in 1969, and has since expanded its presence and portfolio with the addition of well-known brands like Butterfinger, CRUNCH, Famous Amos and more.
Founded in 2005, 2K is a video game company that develops and publishes interactive entertainment for video game consoles, personal computers, and mobile devices.
The company is home to several different development studios, including Visual Concepts, Firaxis Games, Hangar 13, Cat Daddy Games, 31st Union, Cloud Chamber and HB Studios.
Butterfinger and Borderlands 4 Launch Licensed Sweepstakes
