Category
Lifestyle
Assisted Choices
Trend cluster
Category
eSports
Performance
Brands offer beverages that claim to enhance eSports-based performances.
4.2
Trend score
Trend
What is the eSports Performance trend?
eSports Performance: Beverage brands are targeting the eSports industry with drinks that claim to boost users' performances while gaming, whether with energy boosts or with cognitive enhancements. These items reveal how branding on relatively standard items can be transformed to suit the perceived needs of more specific–but still vast–consumer segments.
Insight
The consumer insight behind the eSports Performance trend
Research has shown that the average human's attention span is shortening, which in-part explains the growing use of natural cognitive enhancers in everything from professional to recreational activities. The promise of boosting one's cognitive functions--and as a result, focus on the task at hand--allows consumers some peace of mind that any activity they partake in, they're maintaining productivity in a way that's not detrimental to their health.
Trend themes
Themes within the eSports Performance trend
Three behaviours holding the trend together01
Gaming Performance Enhancing Beverages
Brands are offering beverages that claim to enhance gaming-based performances with energy boosts or cognitive enhancements, transforming branding on standard items to suit perceived needs of vast consumer segments.
02
Personalized Gaming Fuel Products
With the rise of eSports and intense gaming sessions, everything from beverages to apparel are being reworked to target the specific needs of gamers who desire high-performance products customized for gaming sessions.
03
Compact and Convenient Gaming Boosters
Brands are offering compact options like gaming booster gels that provide quick and convenient energy boosts, providing an alternative to traditional energy drinks and powdered mixes already specific to the gaming industry.
Industry implications
What the eSports Performance trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Beverage brands are targeting the eSports industry with products specifically designed to boost performances of gamers and enhance their focus and energy levels.
For
Sports Apparel
Sports apparel brands are offering clothing specifically designed for gamers, with features such as moisture-wicking fabric and cooling technology that cater to the unique needs of gamers during intense gaming sessions.
For
Health Supplements
Health supplement brands are offering natural cognitive enhancers and other supplements that specifically cater to the need for focus and sustained productivity in professional and recreational gaming.
Workshop question
How could your brand aid in the productivity of its customers or employees?
Trend signals
Trend signals for eSports Performance
Trend score 4.2 out of 10, from popularity 64%, activity 55%, freshness 9%.
Popularity64%
Activity55%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the eSports Performance trend
4 featured examples from Apr 26, 2019 to Mar 26, 2020CategoryLifestyle
Energizing eSports Drinks
Ready-to-Drink G Fuel is the Official Energy Drink of eSports
The introduction of ready-to-drink energy formulas specifically targeted at gamers opens up a disruptive innovation opportunity in the beverage industry.
CategoryLifestyle
Gaming Booster Gels
Morinaga's In Game Booster Boasts Vitamin A & Amino Acids to Energize Gamers
Beverage brands can explore creating products similar to Morinaga's In Game Booster, but with different flavors or added nutritional supplements to cater to the unique needs of ga…
CategoryLifestyle
Gamer-Targeted Energy Drinks
Red Bull's Cans of Energy Drinks Feature Images of the Gamer Ninja
Energy drink companies can leverage the growth of the eSports industry by creating gamer-targeted products like Red Bull's Ninja-branded cans.
CategoryTech
eSports-Fueling Performance Drinks
The RESPAWN by Razer was Made by Gamers for Gamers
Disruptive innovation opportunity to develop specialized drinks for eSports athletes.
