of the most shared games in the world) created a Runtime (preparations for «complete» meals). character for him that players can use. Pewdiepie And brands that borrow from the sports nutrition (Felix Kjellberg’s real name) has earned $15 mil- market the same types of products: bars, prepara- lion; his YouTube channel has garnered 4.5 billion tions for drinks, meal replacements. Brands pre- views (source: Forbes). sent on dedicated online stores such as Maxes- port®, which claims to be the leading esport store NUTRITION GETS A FOOT IN THE DOOR in France. The similarity between physical sports The amateur or professional sports community is and esports logically leads to the fact that online the one that spends the most time in front of their distributors of «esports» nutrition are (above all) screen, sitting in a chair, etc. It is also the one for sports specialists. whom nutrition has a role to play. They are also MyProtein, for example. The British company, the ones for whom nutrition has a role to play. As world leader in online sports nutrition, offers less for other athletes, performance and endurance than twenty references under its brand. On the are essential for esportsmen. E-athletes need to supplements side, the focus is also on nootropics, be at their best during competitions - high ex- with the main lines of communication/definition pectations from sponsors and fans, demands given to buyers being improved concentration, from athletes on their own performance. Many hand-eye coordination or simply energy. What is of these athletes have various expectations - im- the offer? Essentially simple formulas: caffeine ta- proved concentration and responsiveness, stress blets, ginseng capsules, omega 3 capsules, sachets resistance, prevention of muscle weakness or tear of taurine or dimethylaminoethanol (involved in (e-athletes often suffer from back and neck pain), the synthesis of the neurotransmitter acetylcho- N°1 headaches, irritated eyes, fatigue, tendon and li- line and also of phosphatidylcholine). Ingredients gament problems in the hands, etc. highlighted on the distributor’s website with re- commendations that borrow vocabulary from France has the most DEDICATED BRANDS sports nutrition: «boost energy», «endurance», gamers in Europe ahead It is under the DashXtreme mark that the com- «go to the next level», etc. In fact, Runtime offers of England, Germany, pany of the south of France ABO Factory (created its meal replacements for gamers under the Next Spain and Italy. by impassioned e-gamers) proposes a comple- Level Meat brand. ment for the e-sport. Tablets (60 by bottles) asso- MyProtein also offers L-theanine, highlighting its 70% ciating amino acids (taurine and arginine), plants action on weight loss. (fenugreek, guarana, ginger, maca), vitamins (C, The offer in terms of supplements or food for PP, B1, B2, B6) and magnesium. sportsmen is not very varied. What about the for- of recreational gamers In November 2020, two young Leeds Univer- mulas that are really positioned in stress? What (competitions without ranking) are men. sity graduates, Jack Boreham and Euan O’Reilly, about those that protect against eye strain? Ten- launched a range of nootropics aimed at the e-ga- don problems? A vast field of innovation is open... mer market. Based on their experience as onlinegamers, the Play Beyond Nutrition range includesAll that remains is to enter this world of esports,to decipher its codes (see interview on following 53% two references (capsules). Ult Edge is designed to pages). improve concentration, mental energy, reaction of recreational players time, but without caffeine. Instead, the extract of HIGHLY SEGMENTED BRANDS (non-competitive video games) are women. Nektium’s mango leaf Zynamite®. The formula is The gaming world has its own codes. A signifi- completed by Cognizin® (patented form of citi- cant example: the .gg domain name. This name coline, distributed by Kyowa), rhodiola, Bacopa, is certainly that of the national top-level domain Source : France Esports ashwagandha, ginseng, L-tyrosine and L-thea- reserved for Guernsey. But it is also increasingly nine, zinc, vitamins B5 and B6. Positioned in the popular with video game sites, in reference to management of stress and relaxation, Disconnect the expression GG («Good Game») which is of- is based on magnesium citrate, lemon balm, cha- ten used by gamers. It is also a universe in which momile, griffonia root, L-theanine and vitamin the notion of belonging to a community is very B6. The brand is known through a community of strong - just like among millenials. But it is also British gamers. characterized by graphic references that strongly Other brands present in esports nutrition: X-Ga- resemble what was practiced in sports nutrition mer™ (drink powders aimed at endurance, better a few years ago, especially with bodybuilding reactivity and maximum concentration, but also products. protein bars), G Fuel (leading drink brand, known Let’s bet that the feminization of this sector, for its partnerships with influencers - gamers), which is bound to happen, as in «classic» sports, Rogue Energy (another drink brand to optimize will contribute to soften, if not the morals, at mental and physical performance for gamers), least the packaging... • #76 - 51 -GAM s’fitcA