JOINING THE PARTY

And who can blame them? According to DFC Intelligence, the video gaming industry has grown from a worth of US $90 billion in 2016, to $179 million in 2021, up 14.4% from 2020. According to the Entertainment Software Association, the gender split of players is fairly even, with 46% being female. And according to Statista, the pastime spans all ages, though 38% of players are aged 18-34 and 26% of players are 34-54. Under 18s account for 21% of players. In the US, its estimated that 64% of US adults and 70% of those under 18 play video games regularly. The size of the prize then, is huge.

Among the soda brands to make a play for this multi-demographic, multi-generational, worldwide cash cow include PepsiCo. In 2018 it launched Mountain Dew spin-off Mtn Dew Amp Game Fuel. Packaged like a generic energy drink, in a slim can — aside from notable gaming concessions such as its no-slip grip and resealable lid — it claimed to be an endurance drink, fortified with a vitamin and caffeine charged formula. The brand has also sponsored a number of tournaments.

Coca-Cola also has its eyes on the market. It has also backed tournaments, though in a notable departure from dedicated do-it-all bespoke gaming drinks, has partnered with food delivery apps to help gamers ‘fuel’ their games. And gaming ad campaigns such as ‘One Coke away from each other’ have attempted to further embed the brand within the community.