ALL THINGS TO ALL PEOPLE

Some brands, for all their gaudy pack design and outrageous naming — both of which speak to not only the imagery used in games themselves, but a pointedly younger demographic — are however overtly marketing themselves to a much wider range of uses.

Endless Nootropic by The Protein Works for example is also being marketed at consumers trying to wean themselves off sugary sodas — a sly nudge at the global soda brands now trying to join the fray? Said to have a formulation that “promotes mental performance, reduces tiredness and fatigue, increases alertness and helps maintain neurotransmission”, it is also aimed at those “up against a deadline at work, having to pull an all-nighter on the mother of all projects, or looking to out-perform your competition in any sport”. And with a recommendation to substitute the drink for your morning latte or afternoon energy drink to save on sugar and calorie intake, it seems to be taking a swing for dieters too. Who

then is it actually for?

Leading brand GG Sups also claims to be a diet drink. Low carb, keto friendly and zero calorie, its other health claims include the use of six of the body’s most crucial vitamins and minerals, electrolytes for optimal hydration and the use of organic caffeine. With ingredients to boost mental alertness, focus and memory, some brands are being used by consumers as study aids too.

SO WHAT ARE GAMING DRINKS REALLY AND WHO ARE THEY FOR?

The mixed messages of their pack designs, flavours and the potent functionality of their products maybe aren’t at odds at all. In a market defined by its appeal to all people, in all places, maybe their seeming split personality is a strength, having just enough for each demographic to identify with and therefore appeal to most.

However, it’s this split personality that makes the products hard to access for consumers outside of the gaming world, even though many are now seeking out ever more functional products to help them perform in their daily lives.

Do mainstream soda brands have the edge then in penetrating this world? Though capable of sponsoring the largest competitions and getting their name out there, it seems not. The reaction of the gaming world to the Cola advert was at best muted and at worst, derisive.

The most accepted and loved gaming drinks brands are born out of, not outside of, the culture and speak gamers’ language, in a way that brands that already exist outside of gaming simply do not. However, it is the use of this language, among other qualities, that may stunt their growth outside of the gaming world. But with 3.2 billion potential consumers, we have to ask, do they care?

Their attempts to reach outside of gaming suggests that they do.