Miller Lite has taken merchandising to a whole new level with a Bluetooth-enabled beer can that doubles as a video game controller.

The limited edition Cantroller, which also contains 12 ounces of beer, has 10 buttons and, according to Miller Lite, was “built to be used.” For the initial launch, Miller Light partnered with tech company Unit 9 to create 200 Cantrollers. The beverage company plans to build on that number.

In a partnership with comedian and gaming fan Eric Andre, fans 21 and up will have the opportunity today to challenge Andre in the classic game “Street Fighter” at a private location near this week’s 2019 Electronic Entertainment Expo (E3), a high-profile video game industry event in Los Angeles. Fans who beat Andre in the game will win a Cantroller; they’re currently not for sale.

Today’s the day. Eric Andre’s been stretching his thumbs. The #Cantroller showdown starts tonight at 7pm PST. https://t.co/7cMsJmkogp pic.twitter.com/BwK7Eix12F

— Miller Lite (@MillerLite) June 12, 2019

It’s the latest move by Miller Lite to broaden and deepen its connection with fans of gaming and eSports, a new form of multiplayer video game competitions that include professional teams, live streaming play, major brand partnerships and millions of fans inside sports arenas and watching online. It has also created special merchandise for gaming industry influencers, such as posters, coolers and mini fridges.

Each Cantroller features flexible circuit board technology, Bluetooth connectivity and rechargeable batteries, and can be refrigerated. It can also still be used as a controller after the beer inside has been consumed.

“With some 40% of gamers already drinking beer while they play, we’re taking it to the next level by offering them a fun way to enjoy Miller Lite while they play their favorite games,” said Justine Stauffer, a senior manager for Miller Lite, in a company statement. “Miller Lite is a fan of gaming of all kinds, and the launch of the Cantroller is another way we’re connecting with the gaming community.”

eSports poses a huge and growing opportunity for promo firms; Goldman Sachs recently predicted that eSports industry revenue will grow to $3 billion by 2022.

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