How to stand out from the e-sports market with a health product?
Things to remember :
- E-gamers must be considered as real athletes
- Quality ingredients, based on scientific studies, are preferred.
- Attractive, well-targeted packaging and galenic formulations make it easier to attract professional players.
The success of dietary supplements is well established, with one in two French people consuming them. But what about a sector as specific as e-sport?
What is e-sport?
E-sport is a contraction of the English term “electronic sport”. It involves one or more players competing against each other in video game tournaments or competitions. Initially popular in South Korea, e-sport has gradually spread throughout the world.
E-sport: a booming phenomenon that lacks inclusiveness
This phenomenon has exploded in recent years, and continues to attract many new adepts and fans. Players can battle it out from the comfort of their own homes, or at major events that bring them all together. This world is often associated with men. Yet half of all gamers are women! However, parity in the competitive and streaming world is far from balanced.
E-sport: a demanding discipline combining strategy, concentration and physical preparation.
E-sport isn’t a sport in the physical sense, but it’s definitely considered one. In fact, it’s a highly demanding discipline that requires a great deal of cerebral capacity. Some games call for strategic or logical thinking. When played by several players, communication and team spirit are paramount. What’s more, some games can last several hours, or even all night. As a result, players need to preserve their energy and maintain extreme concentration.
Today’s players are increasingly aware of the importance of their physical condition. To reach the highest level, gamers need to train several hours a day. It’s even possible to become a professional gamer. The gamer’s image has been transformed from that of a geek slumped in front of his PC to that of a real athlete!
Nutrition for e-sports
Manufacturers of food supplements dedicated to gamers draw their inspiration from sports nutrition. Today, there are still very few on the market, but the trend is set to reverse in the next few years. Indeed, the video game community is growing from strength to strength. This phenomenon became even more pronounced during the covid-19 pandemic.
It is crucial to anticipate innovation in order to offer the best combinations of ingredients. To achieve this, it is necessary to take into account consumer expectations and scientific advances. It also requires regular monitoring of the latest consumer trends, the market and new product launches. Before a competition, the player must be in perfect physical and mental condition.
E-gamers, a demanding target group
Gamers are a high-potential target group, but can be difficult to convince. Above all, they are looking for real interest and benefit from the dietary supplements dedicated to them. This is a special target group whose primary aim is to maximize their chances of success in games. A product that not only enhances their performance, but also reflects their values, will have full legitimacy. The quest for an edge to perform at the games!
Targeted formulas for e-sports
High-level e-gamers will need to perform for several hours during a tournament or competition. A targeted formulation ensures that the player is in ideal condition during the effort, so that his or her cognitive capacities are optimized.
Thinking up a formula that will boost them throughout their game is essential, but not the only one. After all, they also need to stay focused at all times, and be able to manage the stress caused by big challenges. Once the competition’s over, they’ll need to recuperate and guard against the body aches and pains generated by repeating the same movements.
A “before the game” formula
Before a competition, every athlete prepares mentally and tries to put himself in the best conditions to excel on match day. This formula is designed to give players energy and concentration.
Rhodiozen©
Considered an adaptogenic ingredient, Rhodiola boosts resistance to various stress factors.
Guarana
It has tonic and stimulating properties. Helps maintain mental well-being, memory and alertness. It also helps reduce mental fatigue.
Ginseng
It contributes to the body’s resistance to stress, helps you feel more energetic, and improves concentration and coordination.
An “after the game” formula
As with sports athletes, e-gamers need to release the nervous pressure accumulated after exertion. However, recovery is still too often neglected. This formula is designed to optimize recovery after several hours of intensive gaming. To achieve this, ingredients to promote physical and mental relaxation are proposed. The “after the game” formula also targets eye health, since the eyes are exposed to blue light for prolonged periods.
Ginkgo
It contributes to good vision by promoting peripheral circulation, which is particularly useful for the eyes. It is also known to improve cognitive performance.
Valerian
It promotes relaxation and contributes to good nervous balance. It has a soothing, relaxing effect.
Lavender
It contributes to optimal relaxation and helps maintain healthy sleep.
Blueberry
It benefits tired eyes and protects them from oxidative damage. It helps improve night vision. Finally, bilberry’s antioxidant anthocyanosides help maintain healthy retinal function.
Two-style hawthorn
It is traditionally used to reduce tension and agitation. It also helps to improve sleep.
Flexible game” formula
The video game industry has overtaken the music and film industries in terms of revenue. However, such a ubiquitous activity poses a risk to gamers’ joint health, not only because of the number of micromovements performed per second, but also because of the constant tension maintained by the hand on the mouse while extending the wrist. To contribute to good joint health and function, certain plants are recommended.
Original e-sport packaging & fun galenics
The final design of the packaging must be in keeping with the target market’s universe. It is in fact a powerful marketing tool, communicating itself through its shape and design. In the sports nutrition market, there is a multitude of attractive and original packaging options. They are also aimed at different categories of sportsmen and women, to further personalize the offer. For most e-gamers, capsule or tablet packaging is a direct reference to medicines. These are forms that can put them off. So it’s better to opt for a nomadic, fun galenic form.
Gummies
Gummies are the perfect example. They’re nomadic, easy to take and taste great. In fact, they’re very popular with millennials, as they remind them of candy. To go ultra-customized, it’s even possible to imagine a form of gummies linked to the world of e-sports.
The shots
Like gummies, orodispersible forms or shots are just as interesting for their rapid absorption.
The bags
Finally, sticks or other sachet forms can be considered, as well as doypacks which are usually consumed in a shaker. Doypacks directly convey the image of the athlete supplementing himself before, during and after his sports session. As a result, e-gamers will be more familiar with this form, which they associate with an energizing effect.
Once again, this is a demanding target group! To offer the best experience to players, we need to regularly monitor their behavior and comments on the Internet, so as not to miss out on their evolving needs.
