Gaming is big business, an almost $150 billion market by at least one estimate. Many brands have known there’s not just virtual, in-game gold to be harvested, but IRL loot as well, with companies sponsoring esports, creating promotional tie-ins, and advertising in-game. Miller Lite is the latest challenger to appear, making an appearance at 2019’s E3, one of the largest gaming trade shows held every year.

Dubbed the “cantroller,” for all intents and purposes is as functional a beer as it is a gamepad, and it features a conventional can design with the brewer’s logo in front. On the other side of the can sits matching gold-toned buttons, a d-pad, 4 action buttons and two additional support buttons in the middle, as well as haptic feedback. The cantroller’s brains, battery and Bluetooth radio exist in a puck that sits within the bottom of the can, and the membrane buttons are connected to the puck by a small ribbon cable.