Anheuser-Busch InBev is looking to bring the virtual and physical environments together in Latin America through a partnership with developer Riot Games. The arrangement, which focuses on the markets of Argentina, Chile, Colombia and Mexico, centres around 'Cooldown', a platform that assists on-premise operators with holding viewing parties for e-sports participants and viewers. Gamers will be invited to A-B InBev sponsored events at bars in the four countries to watch online strategy game 'League of Legends', which is owned by Riot Games. The brand owner already runs Cooldown in the UK, where around 200 similar events have taken place in recent months. https://www.ab-inbev.com/img/redesign/news-stories/league-of-legends/Cooldown_hypeone_30sec_V2%20(3)%20(1).mp4 “Our partnership with Riot Games is an exciting step toward achieving our dream of providing gamers with more value and a place to come together and cheer,” said A-B InBev's e-sports brand manager Ovidio Gomez Mialdea. Late last year, Pernod Ricard launched 'Havana Club Quest', an online game designed to appeal to 'Gen Z' consumers. What’s coming up in beer in 2022? - Click here for Just Drinks' predictions for the year ahead