According to Heineken, they’ve been experts of liquid cooling for over a hundred years.
- Heineken has unveiled a gaming system that also functions as a beer cooler, TH3 G4M1NG FR1DG3.
- The system is constructed from a Heineken 0.0 fridge and includes high-quality PC components.
- Heineken has collaborated with Brazilian Twitch streamer, Gaules, for promotional giveaways and will showcase the gaming fridge at major events, including the CBLoL 2023.
The well-known international brewing giant Heineken has made an intriguing and unexpected move in the gaming industry.
The brewing firm has unveiled a novel creation: a gaming PC that also functions as a cooler for your Heineken beer. This innovation aligns with their most recent campaign, Not All Nights Out are Out, which was presented earlier this year to showcase the synergy between the gaming industry and social contact.
According to Heineken, the creative cross will now be known as “TH3 G4M1NG FR1DG3.” It looks a lot like the Xbox fridge, but better.
This game system is not like any other. This contraption, which was constructed from a repurposed Heineken 0.0 fridge, accommodates your Heineken beers in addition to housing a PC. Although some may view this as a gimmick, Heineken makes sure the system is excellent. Among the specifications are an AMD Ryzen 7 5700G 8-Core 3,8 GHz processor, an Asrock B550M-ITX/ac Socket AM4 micro ITXAMDB550 motherboard, and an ASUS Phoenix NVIDIA GeForce GTX 1650 V2 OC GDDR6 4 GB GPU.
The technical group responsible for this invention had difficulties, particularly in developing a cooling system that would be suitable for the drinks and the PC. The solution was a specially designed cooling system that keeps the hardware at a low temperature and avoids condensation from the cold beer. Remarkably, the rig’s reported temperatures remain cold, ranging from 0–2 C while idle to 3-6 C when fully loaded.
The Global Executive Creative Director, Andrey Tyukavkin, who was instrumental in making this notion a reality, was open about the difficulties and complexities of this project. A major problem was the small amount of room that a typical Heineken bar fridge provided, which meant that the PC parts had to be arranged and placed as best they could. More critically, it was critical to maintain the system operating within a 150–300W thermal budget, which required decisions that maximized heat generation and performance.
The partnership includes a social component as well. In collaboration with Gaules, a well-known Twitch streamer from Brazil who as of Q2 2023 has over 32 million watch hours, Heineken plans to use a giveaway to highlight their newest invention.
The well-known Twitch show Aprovado will use this gaming system as part of Heineken’s 150th anniversary celebration. The highlight, though, is going to be the Brazilian League of Legends Championship, CBLoL 2023, where the victorious team will get a set of TH3 G4M1NG FR1DG3.
Brands have dabbled with creating custom-branded gaming PCs before. KFC unveiled “The Cooler Master’s KFConsole,” a $2,000 gaming setup with an integrated chicken warming rack, to the public in 2020.
Even though they are uncommon, these partnerships highlight how much desire brands have to engage with today’s communities and trends.
Though it’s unclear if Heineken’s gaming fridge will be available outside of Brazil, they have undoubtedly generated excitement. Using a slogan that encourages staying in and playing video games as a way to socialize, Heineken hopes to appeal to the small but devoted group of PC modders and gamers who take pleasure in sharing and customizing original builds. This action is consistent with Heineken’s plan to deepen its footprint in Brazil and demonstrates a wider focus on utilizing emerging markets and trends.