FORM AND FUNCTION?

However, functional gaming drinks — most commonly listed as dietary supplements — are somewhat more complex. In some ways. Leading brands such as G-Fuel, Sneak Energy, Gamer Supps GG have become almost a badge of honour for gamers, a sign that they’re a serious player.

And while the functional claims of each brand have grown ever more complex — from B vitamins, antioxidants, mental energy boosters and nootropics (including bacopa monnieri, N-Acetyl L-Tyrosine and Mucuna Pruriens), to keto-friendly formulas — other elements of the brands are not.

Flavours seem — let’s be honest — somewhat juvenile. From sours, to blue raspberry and strawberry laces, flavours call out some tuckshop favourites. Others including Strawberry Daiquiri and Pina Colada, call out the bar. And yet many brands are now making a play as sports aids for pro-athletes, brain boosters for high flying business execs and diet aids. All the while with flavour names including Clickbait, Hype Sauce and Guacamole Gamer Fart 9000. It’s a jarring contrast.