Energy drinks have long been popular in the gaming community. Red Bull’s ingredients include caffeine, taurine, B vitamins, and sugar. Monster Energy also contains these, as well as Panax ginseng root extract, glucuronolactone, inositol, L-carnitine, and others.
The convenient, ready-to-drink, single-serve format is ideal for gamers, and the products are formulated to support mental alertness. However, energy drinks are not perfect for gamers; their high caffeine and sugar formulas can be a problem for competitive gamers who need sustained energy without a caffeine or sugar crash.
eSports Products: Mountain Dew and Mars
MTN Dew Amp Game Fuel (PepsiCo) represents a ready-to-drink beverage line designed specifically for the eSports market. It was one of the first products on the market to promote specifically to the gaming community. It promises alertness and accuracy through its blend of caffeine and L-theanine. Other ingredients include Panax ginseng root extract, yerba mate extract, B vitamins, and artificial sweeteners (to reign in the total and added sugars). Newly designed packaging features a resealable lid for one-handed opening and closing, plus textured ink for an improved grip.
Respawn by 5 Gum (the Wrigley Company) launched in 2020 is marketed toward gamers. Promising mental focus and reaction time, its formulation features vitamins B5, B6 and B12 as well as niacin and green tea extract.
Winning the Game
The rapidly expanding eSports market is creating a variety of opportunities for manufacturers of foods, beverages, and nutritional supplements. Products that provide real benefits to gamers are the most likely to succeed in this market—especially second generation eSports products that move beyond energy formulas and into ingredients that support mental focus, visual processing, and nerve and muscle response. Convenient snackable formats are best, and products that can also deliver satiety for long gaming sessions will likely do well.
From our functionally optimized proteins for bars and snacks to health beneficial bioactive ingredients and our custom premix solutions, we have the solutions to help you capture the gaming customer.