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Miller Lite's 'Cantroller' E3 Promotional Item Is a Beer Can That Doubles as a Video Game Controller

June 18, 2019 | Brendan Menapace

Imagine this: You’re at your friend’s house, and they ask if you want to play some video games. You agree, and they hand you a can of Miller Lite. I mean, that’s great and all, but you were kind of jazzed to throw down in some “Mortal Kombat,” right? Logically, you ask where your controller is.

“That’s it.”

At this point, you’re wondering if you or your friend have accidentally taken some crazy pills or something, because that’s clearly a can of Miller Lite.

…Or is it?

It’s both, actually.

Miller Lite created the “Cantroller”—a fully functioning video game controller that doubles as a 12 oz. can of beer (or is it a beer can that doubles as a fully functioning video game controller?)—as a promotional item for the E3 gaming expo in Los Angeles. It has a three-hour lithium-ion battery, Bluetooth technology and haptic feedback.

So, by now, you’re probably asking, “Brendan, how on Earth do I get this item that perfectly combines my love of video games with my appreciation for price-efficient beer?”

I’m so glad you asked, because it’s actually pretty funny. You had to beat comedian Eric Andre at a game of “Street Fighter” at E3 last week.

People are particular about their video game controllers. It’s all about the ergonomic feel, the button placement, the amount of rumble when it vibrates. A beer can doesn’t exactly seem like the pinnacle of video game controller design, but this idea is one of the more creative promos we’ve seen.

It’s one of those ideas that seems like it was thrown around at a meeting when everyone else was literally out of ideas. Or it was tossed in as a joke and whoever was in charge didn’t realize that the intern was being sarcastic.

Whatever the origins, here we are with a Miller Lite can that doubles as a Bluetooth video game controller. It’s an awesome promotional item, and the only way to win it is to play “Street Fighter” against the guy who did this:

The future is something, isn’t it?

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