Food and drink brands are appealing to new, younger consumers, including expanding their collaborations with pop culture trends like video games and the influencers who play them.

Though video games have been around for decades, the growth of the internet has revolutionised the e-gaming industry and enabled it to explode in popularity. Social media, alongside streaming platforms like Twitch and YouTube, make it easier for gamers to connect, play together, and discuss games.

And with a growing audience, the power of e-game advertising and merchandising has increased as well. Companies are beginning to realise that gaming is no longer a niche activity, and that players of video games, tabletop games and roleplaying games represent a significant marketing opportunity.

Mainstream partnerships target young customers

This year alone has seen a surge in media content featuring popular games, like the HBO limited series The Last of Us based on the video game of the same name, the Dungeons & Dragon live action movie, and the Super Mario Bros. animated movie.

It is a standard practice for food and beverage companies to licence limited edition products to coincide with the release of blockbuster movies, especially those marketed to children. Shake Shack temporarily offered an exclusive Super Mario-inspired menu, Truff hot sauce sold a collectible pack of Super Mario-branded sauces, and Mondo Brewing Company in the UK released a Dungeons & Dragons craft beer called Hither Thither.

It is less common for video game licensing and merchandise to cross over into the mainstream without being attached to a current TV show or movie, although that is beginning to change.

Earlier this month, Coca-Cola announced a limited edition flavour in collaboration with popular multiplayer video game League of Legends. It is the beverage giant’s first partnership with a gaming company, and an attempt to appeal to young consumers.

The Coca-Cola Ultimate Zero Sugar will be sold in North America, China, South Korea, Latin America and Africa. League of Legends also added a series of in-game events as part of the soda release to tie the collaboration to the gaming experience.

“You know that sweet, sweet feeling you get when you win a match, pull off a pentakill, or level up? Have you ever wondered what that feeling would taste like? Well, we worked with Coca-Cola to take our best shot at encapsulating the thrill of gaming into a brand-new flavour,” said Riot Games, the developer of League of Legends.

In fall 2022, light ice cream brand N!ck’s launched a limited collection of flavours inspired by the video game Minecraft. Both N!ck’s and Minecraft are Swedish in origin, and the collection is currently available in grocery stores in the US.

“The ice cream collection is the first of its kind to bring Minecraft flavors to life in the real world, while also owning the iconic square pixelation design from the game. To this end, each pint is packaged in distinctive square containers, a departure from N!CKs traditional round pints, as a physical embodiment of Minecrafts signature in-game blocks,” N!ck’s said.

Gaming collabs originated with energy drinks

Prior to major soda and ice cream brands, energy drinks were the first product to pave the way for bridging gaming with consumer-packaged goods. Legacy energy drink brands like Red Bull and Monster have been popular in the e-sports and e-gaming communities for years for supporting long gaming sessions.

Today, energy drink brands like G Fuel market directly to gamers. G Fuel says on its website: “Over the course of the last decade, we have become The Official Energy Drink of Esports—maintaining the industrys largest, most passionate, and most diverse community of fans, customers, creators and partners alike.”

“Whether you’re a casual gamer, a content creator, an everyday Joe, or an esports pro, G Fuel’s sugar-free, antioxidant and vitamin-fortified, focus-enhancing, and high-performance energy products will give you the edge you need to fuel your grind.”

Mountain Dew’s Mtn Dew Game Fuel collection of drinks is targeted specifically at gamers, and the line has often collaborated with popular gaming influencers. Rockstar Energy announced in 2022 a multiyear partnership with professional gaming and entertainment company NRG. It will make Rockstar the official energy drink of the gaming industry’s biggest esports events.

In lieu of collaborations with established brands, some gamers have even launched their own products. Matthew “Nadeshot” Haag, a former professional esports player, debuted energy drink brand Juvee in October 2022.

Intended to be a better-for-you option in the sugar-laden energy drink space, Juvee is formulated with B vitamins, L-Theanine, maca root and vitamin C.

“We’ve created a new energy drink that was built completely on our terms and catered to our community’s lifestyle and interests, which are all centered around the joy of ‘play,’” Haag said.

“Launching Juvee is a lifelong dream of mine that I know will enhance the experience of not only our world-class gaming creators and competitors, but anyone whos passionate about having more energy to do the things they love.”