Supplements producer Gamer Supps is making the leap into ready-to-drink products with the launch of a three-SKU line of 12 oz. energy drinks set to debut online on Friday.
The brand is bringing three flavors from its powder mix line to the format, each developed with one of its content creator partners, including GOOD (Cherry Slushy) by Smii7y, Guacamole Gamer Fart 9000 (Strawberry Lime) by RussianBadger and Goof Juice (Strawberry & Kiwi) by Moist Cr1tikal. The product will be available on Gamer Supps’ website for $33 per variety 12-pack or $3 for a single-can “blind box.” A limited number of mega-pallets – listed as 151 12-packs – will go for $5,000 each.
In development for over two years, according to the company, Gamer Supps RTD Premium Energy contains 14 grams of sugar and is sweetened with sucralose. Each 12 oz. can has 169mg of caffeine, 69mg of L-Theanine, and a carbonation profile “tuned for daily drinkability.”
While the flavor names and branding may seem unusual or confusing to some mainstream consumers, they come directly from the brand’s creator partners with a collective reach into the tens of millions.
“We have seen customers gravitate towards official candy licensing, and that has become overused. The small laugh associated with a drink like ‘Guacamole Gamer Fart 9000’ will incite trial and bring a memorable experience leading to a positive first impression and repeat customer,” said a spokesperson for the company.
Gaming and gamer communities have long been an influential force for major energy drink companies, but next-gen brands like G Fuel, Ghost, Juvee and PLAYR1 have been building a deeper and more specific connection with that audience in recent years.
The company has leaned into internet culture and Japanese anime harder than others, crowning itself “the official energy drink of sh*tposting” and marketing mixer cups featuring female “waifu” characters.
Gamer Supps has sought an edge by developing close relationships with pro e-gamers and internet personalities, including Russian Badger, Moist Cr1tika, and Smii7y, the latter of whom’s longstanding ties with the company were formalized when he was announced as an investor earlier this year; Jonathan Schlatt, a YouTube content creator and entrepreneur, and MaxMoeFoe are also stakeholders. Smii7y, who has over 8 million subscribers on his YouTube channel, has collaborated with Gamer Supps on an instant noodle soup, along with energy and caffeine-free powder supplements.
In search of “long-term engagement,” the brand has given its creator partners a wide berth to be themselves, including full creative control and IP rights, plus custom SKUs, design control and royalties. Gamer Supps’ marketing engine is geared towards creating products those partners can advertise organically.
“These creators aren’t just partners, they’re long-time supporters of the brand with deep roots in the gaming and content creator ecosystems,” said the brand. “Each has built a die-hard audience by being authentic, chaotic, and entertaining, all traits that mirror our brand values. This launch celebrates the years of collaboration and mutual growth we’ve had with them, while giving their fans a tangible product to rally around.”
Those creators are now throwing their backing behind the rollout of Premium Energy this week, in a real sense. The company said it has raised just under $2 million from “20 of our most popular and profitable content creators,” all of whom market the product organically and at no additional cost. Amongst the brand’s larger network of over 3,000 creators, expect internet-friendly tactics like content drops, meme marketing, exclusive first tastes during live streams, and a product trailer to drive buzz.
Premium Energy will be sold exclusively online, but will be the tip of the spear for Gamer Supps to push into traditional retail. The brand will use a hybrid retail approach that will balance DSD support, regional convenience and specialty retail placements and targeted chain accounts. The brand is in conversations with several major national retailers, it said, but hinted that inventory could be a factor, noting its aim of “ensuring wide accessibility while maintaining a steady supply to meet initial demand.”
Hurt by high-profile exits of brands like Bang, Ghost, C4 and Celsius in recent years, DSD houses and beer distributors have nonetheless continued to prioritize energy drinks and sought opportunities with emerging players like Ryse, Bucked Up and others coming from the world of supplements and sports nutrition.
Before that happens, though, Gamer Supps will seek to leverage its responsive and loyal community of fans to support Premium Energy’s launch. According to market research group CreatorIQ, as of May, Gamer Supps scored the second-highest Earned Media Value (EMV) – a metric estimating the value of social engagement with digital content – of any non-alcoholic beverage, behind Red Bull. The company generated over 479 million impressions during the month.
“[The RTD line] allows us to reach entirely new demographics, unlock retail channels, and deepen our relationship with existing fans,” said the brand. “Strategically, it positions us to go toe-to-toe with legacy energy brands — but with a brand voice and audience they can’t replicate. It’s not just a product. It’s a new chapter for Gamer Supps.”