The world of video games may be intense, irrespective of the extent of play. From international esports championships to an off-the-cuff session after work, gamers are sometimes in search of ways to remain alert and focused. Products from energy drinks and sodas to caffeinated noodles have vied to say the title of “gamer fuel.” Mars’ partnership with Razer, a maker of gaming computers and accessories, tries to take a fresh approach.
Mars and Razer, who initially began working together in 2019, recently unveiled Respawn by Razer, a line of mints and gums developed with input from 30,000 gamers. The products, which are available flavors equivalent to Raspberry Vanilla Vibe and Mango Habanero Fire, are supposed to help gamers focus once they need it probably the most and can be found through online retailers equivalent to Amazon and in convenience stores equivalent to 7-Eleven and Circle K.
While traditionally associated with freshening up, there was a shift toward using gum to focus, especially amongst Gen Z consumers.
“Gum is a little bit of a fidget spinner. As you undergo your game, you experience different ups and downs, and sometimes the pressure level goes up and it’s worthwhile to do away with a few of that energy. That’s where gum really is available in,” said Alyona Fedorchenko, vice chairman of gum and mints portfolio at Mars.
Over 90% of Gen Alpha and Gen Z consumers discover as gamers. Given the high level of interest amongst young consumers, the space has develop into a natural playground for advertisers. Integrating into gaming can even have a giant payout, with global revenue for the gaming industry expected to achieve $522.5 billion in 2025. The video game industry alone is projected to be value nearly $300 billion.
By partnering with Razer, Mars gains access to a big community of existing gamers. Additionally, Razer will help create activations across the gum which feel authentic to the community. Gaming influencers and livestreamers are one aspect of the strategy.
In June 2019, Razer released a variety of “mental performance drinks” under the Respawn name. In 2020, the brand partnered with 5 Gum, a Mars brand, to launch an initial gum offering.
The latest products will serve the same purpose, namely in improving focus and energy. The initial lineup accommodates B vitamins and green tea extract to spice up energy and focus. Mars and Razer could have leaned into freshness, playing on the “unhygienic gamer” stereotype. However, they selected to assist gamers stay immersed of their experience, meeting an actual community need.
“When gamers pick this as an activity, they need to be as immersed as they may be,” said Fedorchenko. “Where we will help them is by keeping a number of the distractions out and keeping gamers in the sport for his or her full enjoyment.”
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