Under the term "Green Label Gaming" – coined in 2007 – Mountain Dew has broadened its sponsorship of independent video game designers and players. The brand is often the subject of media attention for its popularity among video game enthusiasts, as several flavors of Mountain Dew have been produced in partnership with video games. In December 2008, Mountain Dew produced a 30-minute television special which documented independent gamers in Japan and the U.S., which aired on the Spike TV network. In 2009, Mountain Dew sponsored two prominent gaming events: the Independent Games Festival and the Game Developers Conference. "Green Label Gaming" has since come under controversy over a sponsored Game Jam-themed reality show by Matti Leshem.