The 5 gum brand has partnered with Square Enix and Crystal Dynamics to bring Marvel's Avengers players new in-game content.

5 gum is the exclusive gum partner of Square Enix and Crystal Dynamics for one of the highest-profile games of the year, set for release on Sept. 4 on Stadia, Microsoft Windows, PlayStation 4 and Xbox One platforms.

"We're so excited to partner with Square Enix and Crystal Dynamics to serve up some exciting new digital content to fans," says Scott Koplowitz, senior brand manager of gum and mints at Mars Wrigley. "This partnership will help deliver two things that every fellow gamer desires — the focus needed by chewing gum while you play, and new content to take your Marvel's Avengers gaming experience to the next level."

Starting Aug. 17, with the purchase of every 5 gum promotional pack, Marvel's Avengers players can go to to unlock in-game content pieces with a code found inside each promotional pack. By logging into their Square Enix Members account (registration required), fans begin to unveil their redemption journey. 

Participating players will receive 5 gum Marvel's Avengers name plates with their first code redemption, while subsequent codes will unlock items that enhance their Heroes within the game. Fans can also redeem codes to download exclusive PlayStation themes, avatars and, in the United States, Marvel Insider points. In-game content offer is available while supplies last.

"From the beginning of this campaign we strived to align ourselves with partners who were willing to step outside 'the usual' and bring their customers a strategic offering that goes beyond what's expected," said Karl Stewart, head of worldwide strategic partnerships at Square Enix. "From Day One, 5 gum and Crystal Dynamics were aligned to do something transformative as a partnership that's focused on rewarding gamers. The core of Marvel's Avengers is the idea that the team, and our players, are stronger together. That's what motivates our heroes in-game and our partnerships outside of it. As a result, our global program with 5 gum offers players far more than anyone expects."