Brands offer beverages that claim to enhance eSports-based performances
Trend - 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 - 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.
Insight - 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.
Workshop Question - How could your brand aid in the productivity of its customers or employees?
Trend Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
