As an avid historian, Jason Voiovich loves studying the innovations that have influenced society. Recently, the world of video games – and those that play them – sparked Voiovich’s interest.
“A 2022 NIH study explored the problem of reduced nutrition among 18- to 25-year-old gamers,” noted the historian and accomplished author. “A 2023 study found that over half of all gamers seek healthy snacks and alternatives.”
Despite such studies, gamers remain a confounding community in the eyes of many marketers, as noted in this month’s in-depth Food Institute Report, which is available to members starting Tuesday (to join FI, click here). With that in mind, here are four ways in which food and beverage brands can resonate with gamers.
Immerse Your Brand Online
In 2024, Voiovich feels food and beverage brands can benefit from becoming part of the immersive online world of gaming.
“This speaks to an opportunity to embed food product releases into the games, including the characters consuming them,” the author, historian, and marketing expert said.
Think Additive
When marketing to gamers, “it’s always important to think novel,” said Josh Smutko, group creative director with the Omelet creative agency.
“In the world of gaming, anything is possible.”
Smutko, an avid gamer in his own right, suggests that F&B brands take existing products and get inventive with them. That strategy, he said, “circumvents any feel of pandering … which gamers tend to appreciate.”
Think Handheld
As the CEO of PlayVS, a platform for school esports, Jon Chapman has noticed lately that students are all about items like trail mix, cheese, and sliced fruit.
“My students like to bring something that they can easily eat with their hands while they play,” Chapman noted. “I’ve seen students follow TikTok’s ‘adult Lunchable’ trend and bring a box with various snacks – it’s clever, fun, and keeps their stomachs full so they can focus.”
Protein Rules
Based on recent studies he has read, Voiovich is convinced there’s a growing segment of gamers who seek healthier-for-you food and beverages.
“The foods best positioned for this trend are the protein sources: jerky – e.g. Jack Link’s – and Gatorade’s Muscle Milk. The first is ‘eatable’ without too much greasiness, and the second is ‘drinkable.’”
The Food Institute Podcast
Restaurant results for the second quarter weren’t stellar, but people still need to eat. Are they turning to their refrigerators, or are restaurants still on the menu for consumers? Circana Senior Vice President David Portalatin joined The Food Institute Podcast to discuss the makeup of the current restaurant customer amid a rising trend of home-centricity.
