The global gaming market generated about $227 billion in 2023, and is expected to reach $312 billion in 2027, representing a 7.9% CAGR, according to a report from PwC.

Competitive, organized gaming, or “esports,” represents a subset of the total gaming market, similar to how dedicated athletes, bodybuilders, and sports nutrition experts compare to a broader active nutrition and lifestyle audience.

Competition is heating up, with advertising revenue in the gaming sector projected to nearly double between 2022 and 2027, reaching $100 billion in 2025.

“The rapid growth of gaming and esports has been extraordinary. Competitive and recreational video gaming has transformed from a niche hobby into a mainstream phenomenon,” said Christel Lemaire, marketing manager, Microphyt, which develops and markets microalgae-based bioactives. “According to global research from Newzoo, there are more than 3 billion gamers worldwide.”

Nearly three-quarters (73%) of Americans over age 2 play video games every week, according to Circana, making it the leading form of entertainment in the U.S.

Gaming enthusiasts span generations: 93% of Gen Alpha (born after 2010), 88% of Gen Z, 80% of Millennials, and 44% of Baby Boomers, per a Newzoo survey.

Across age groups, those who game frequently may spend an average of 9-12 hours playing video games weekly, according to various market research reports.

Women make up nearly half of the U.S. adult video gaming population, and they play nearly as frequently as male gamers, according to Mintel.

“This market is absolutely booming,” said Rajat Shah, co-founder of ingredient solutions provider Nutriventia, noting that “both gamers and esports players are active consumers of products that allow them to achieve a competitive edge.”

Opportunities to appeal to both segments with nutritional products are vast. Understanding the health needs, motivations, and expectations of these groups can help inform new product development and marketing strategies.

“The difference between the two groups often comes down to the degree of investment and commitment to the supplement routine, which presents unique opportunities for product manufacturers,” said Brian Zapp, director of marketing, Applied Food Sciences. “For instance, the more committed esports athlete will do more research, look for clinical studies, and likely spend more on the products they land on.” They may even test out different products while training, he added.

On the other hand, more casual gamers may be more impulsive in their purchasing, with price and accessibility having more influence over their decisions.

Zapp drew an example to consumers searching for electrolyte/hydration support. “A casual, active consumer will probably hit their C-store or grocery aisle and find an RTD sports drink in their favorite flavor. They may even get a BOGO deal. An endurance athlete will be seeking a well-vetted electrolyte formula. This product might have a briny, salty taste that does not cater to the average consumer. It might only be available online or in specialty shops. It might come with a higher price point. Regardless, the serious athlete will probably swear by it and use it religiously.”

Steve Fink, vice president of marketing, PLT Health Solutions, noted that on one hand there is dramatic growth in startup and embedded esports supplement companies who only target this market. “They are bringing energy and innovation into the space.”

At the same time, PLT is seeing many of its traditional partners develop new products that target the gaming community. “The sheer numbers of players globally and the growth of esports suggest that it’s a market that can use what we have to offer and deserves our attention,” said Fink.

Health Demands & Solutions

What health issues do avid video game players face, and what kind of products can help them optimize their performance?

“Working in the space, we have heard everything from energy and focus to eye health and mood enhancement,” said Zapp. “A broad answer to the demand is nootropics. However, as you dive deeper into that category, they are looking more specifically for jitter-free energy, products that support their emotional wellbeing, promote attention, memory, and reaction time, but also that help alleviate stress. This might be a hard find for product manufacturers looking to dial in the right recipe.”

Cognitive support, stress management, and energy are top of mind, according to Nirmal Nair, founder and CEO, Sempera Organics. “Functional beverages are a preferred form, it appears, as high-paced gamers can slake their thirst and obtain the benefits of the supplements. Mushroom coffees are a huge trend, and as the summer is coming up, we predict that iced mushroom coffees will be sought after by both gamers and esports athletes. Both groups need to have lightning-quick reflexes, and exceptional ability to concentrate and make quick decisions; they also need to be able to manage their stress.”

Demand for cognitive support is one of the fastest growing segments of PLT’s business, according to Fink. “Benefits like enhanced mood, reduced stress, and better executive function can be critical components of formulations for gamers.”

PLT has a broad cognitive support ingredient portfolio of proprietary, branded ingredients backed by clinical science, Fink added.

The company’s Nutricog Cognitive Performance Complex is a patented combination of Haritaki (Terminalia chebula) and Boswellia (Boswellia serrata) standardized to gallic acid, ellagic acid, and amyrins.

“In a randomized, double-blind, placebo-controlled clinical trial, users of Nutricog demonstrated significant improvements compared to placebo across multiple cognitive domains, including learning, memory, sustained attention, working memory, and executive function, where increases in cognitive speed were seen concurrently with improvements in accuracy while multitasking,” Fink noted. “The earliest clinically significant benefits (memory and focus) for Nutricog were shown to start at just 15 days after commencing use.”

Other health challenges include blurred vision, eyestrain, headaches, neck and back pain, pain in hands, wrists, and shoulders from repetitive movements, concentration issues, difficulty sleeping, and fatigue among many others, noted Randy Kreienbrink, vice president of sales, Artemis International.

“Products need to be convenient, in easy-dose forms that do not lead players to take excessive bio breaks,” he added. “Products containing caffeine for natural energy and key amino acids with adaptogens and nootropic ingredients are growing in popularity.”

According to Lemaire, mechanical skills of gamers “require lightning-fast reflexes as success or failure can be measured in milliseconds. They also need the strategic thinking skills of a chess champion to plan attacks and counterattacks, as well as adapt to ever-changing game parameters. Lastly, esports are an endurance sport requiring sustained mental focus and concentration for hours of competition.”

Jordan Miller, vice president of marketing for ingredient supplier Nutrition21, noted that while casual gamers may look for a quick boost of energy, esports players may require focus for longer periods of time and demand a higher level of mental processing capability. “Both types of players are likely to desire a product that can work quickly and provide the cognitive supporting benefits necessary to improve their performance. Ready to mix powders, energy drinks, sports drinks, and even juice drinks are product formats most often marketed toward gamers and esports players.”

However, he added, many of these products are loaded with caffeine, which can lead to a crash or jitters and elevated heart rates.

“Formulating gaming supplements and beverages with a non-stimulant ingredient such as Nutrition 21’s nooLVL may be particularly attractive for gamers who play at night and do not want their sleep schedule disrupted by excessive caffeine intake,” Jordan said.

Purchase Factors

The top purchase factors for gamers, according to Shah, include: “Convenience, convenience, convenience!”

“Even the most efficacious supplements would be languishing on shelves or in warehouses if they require multiple units or doses per day,” she said. “We have found through market research and our own informal queries that consumers want both convenience and quality scientific substantiation, notably human studies.” These attributes will help engender appreciation and trust, respectively, she suggested.

In terms of product format, gummies are a compelling option “for formulas that can be successfully incorporated into this delivery system,” Shah added.

No single ingredient can address the wide range of health demands with which gamers contend, so combination products are important, said Lemaire. “Beverages (in powdered or ready-to-drink formulations) and snacks are popular formats because they are convenient and can be consumed intermittently during a competition or evening of play.”

Alongside taste as a key success factor, gamers of all skill levels look for convenient, ready-to-use products that are natural and clean label, she added.

Product developers need to focus on flavor and taste, especially with nutritional bars, gummies, and drinks, said Kreienbrink. “Many bars and drinks on the market are overly flavored to mask sweetener and caffeine flavor challenges. We can do better.”

Show the Science

Clinical evidence is paramount in building trust and confidence with consumers that products can actually deliver on their claimed health benefits, noted Miller. “While this is certainly true for cognitive benefits, this applies broadly to all health and wellness products.”

In fact, he added, FMCG Gurus has reported 65% of U.S. consumers state that scientific evidence supporting claims are important or very important when seeking out health-promoting products.

“Making the science that supports the ingredients used in finished products part of the proposition and selling story to consumers will help elevate your product above the others,” Miller said.

Nutrition21’s nooLVL (a bonded arginine silicate inositol combination) is a stimulant-free nootropic ingredient supported by multiple clinical studies that show its effectiveness in boosting cognitive performance, concentration, and working memory.

“Gaming is a mentally demanding task that requires intense focus, quick mental processing, and strong cognitive function—not dissimilar to studying, working on complex projects, and decision making in challenging environments,” said Miller.

In 2019, a double-blind, placebo-controlled trial (Nutrients, 2019) found nooLVL significantly increased mental acuity and focus within 15 minutes. It also showed that nooLVL significantly improved accuracy (reduces errors), as well as attention and reaction time even after 60 minutes of performing a mentally demanding task, Miller added.

In 2021, a double-blind, placebo-controlled crossover trial (Nutrients, 2021) demonstrated nooLVL helps improve recall, short term memory and reaction time, even following high cognitive demands.

A 2022 open label, repeated-intake study showed nooLVL led to significant improvements after intake, acutely on day 1 and after 7 days in measures of attention, concentration, and ability to perform a task evaluating complex reasoning and spatial planning. Additionally, significant improvements were observed from baseline to day 7 in a task centered on the ability to plan and think ahead. 

Consumers are pretty cynical about product health claims, noted Zapp, citing Mintel research that showed only 28% of U.S. adults trust functional products to deliver on their promise.

“Users want to experience tangible benefits, so brands have to be careful about choosing truly efficacious ingredients to work with. Clinical data can certainly earn the support of consumer groups as long as it is easy to understand and follow,” Zapp added.

AFS offers its AmaTea Max ingredient, an organic guayusa extract that contains a unique blend of naturally occurring caffeine and antioxidants.

“Through six clinical studies, AmaTea Max has been found to significantly improve complex attention, working memory, psychomotor speed, focus and concentration, and overall mood scores,” said Zapp. “In gaming/esports-specific data, AmaTea Max improved game score with 21% more kills per match over the placebo and 12% more kills per match over synthetic caffeine.”

One of the most substantial outcomes of the gaming study, Zapp said, was that active gamers using AmaTea Max demonstrated no increase in jitters after 1 hour of gameplay. Comparatively, in gamers using synthetic caffeine researchers noted a statistically significant rise in jittery sensations.

“Most likely, this is a result of AmaTea Max’s unique ability to modulate adrenal hormones commonly induced by caffeine alone,” said Zapp.

In a separate double-blind crossover study, subjects were given AmaTea Max compared to synthetic caffeine. The study revealed that AmaTea Max stimulates significantly lower amounts of epinephrine, the “fight or flight” hormone commonly known as adrenaline, compared to other forms of caffeine.

While casual gamers rely on their own research, product experience, or recommendations from influencers, competitive esports players are more likely to have a coach advising them about diet and supplementation, said Lemaire. Both types of players are looking for benefits they can feel and see in their game performance.

“In this way, marketing and branding strategies for esports and gaming may take a page from traditional sports supplements,” she offered. “Protein, energy, and hydration products first sought early adoption by elite athletes. The mass consumer market grew rapidly as recreational athletes began buying nutritional supplements favored by the pros. Competitive gaming has its share of stars and influencers who earn millions in prizes, content creation, and merchandising. Partnering with high profile gamers may be part of an effective marketing strategy.”

Of course, products must be worthy of endorsement. “That means proven effectiveness supported by peer-reviewed clinical research,” said Lemaire. “They should be available in convenient product formats and they must taste good.”

The company’s GamePhyt is a microalgae extract rich in fucoxanthin, a carotenoid and potent antioxidant that offers significant benefits for cognitive function, including memory, focus, and learning ability, said Lemaire. The multi-ingredient blend also contains guarana extract.

GamePhyt is a “clinically proven and fast-acting cognition performance enhancer specifically designed for esports athletes, casual gamers, and anyone who wants to elevate their ‘game,’ whatever their game is,” said Lemaire.

In a clinical study with 61 experienced gamers, subjects were randomized into one of three groups: a placebo group, a low dose of GamePhyt group, or a high dose of GamePhyt group. Participants consumed their assigned supplement daily for 30 days. A series of cognitive function tests were conducted at baseline, 15 minutes post-supplementation, and after 60 minutes of competitive gameplay with participants’ most played video game (Call of Duty, League of Legends, Valorant, Super Smash Brothers Ultimate, and Overwatch). These cognitive function tests were repeated after the 30-day period (Nutrients, 2023).

Significant improvements (p < 0.05) were observed following a single dose, after 30 days of supplement, or both, in focus, reaction time, processing speed and accuracy, decision-making, and reduced mental fatigue.

Lemaire noted that gamers are adept at researching product claims to see if there are studies supporting its benefits. It’s also important that clinical research is conducted in gaming populations, she added. “Consumers may be turned off by ‘borrowed’ research in subject groups that are far older or engaged in non-gaming activities.”

Nair agreed that esports players need to be assured that supplements have been shown to work in human studies. “Preferably the studies should be performed with subjects closest to their own demographics and needs.”

Sempera Organics’ new SO-DSX1 lion’s mane has been the subject of a human clinical study, which is the first to show benefits in younger adults, according to Nair. “In this study, SO-DSX1 has been proven to improve cognitive reaction time and reduce stress when consumed consistently over a 28-day period. This is the first known published study to assess the effects of lion’s mane supplementation on cognitive function and stress parameters in healthy young adults.”

The clinical study, conducted at Northumbria University, UK, in healthy adults aged 18 to 45 consuming 1.8 grams of SO-DSX1 daily, improved their cognitive reaction times by 25% over that of participants consuming a placebo.

The double-blind, placebo-controlled human clinical study was conducted with healthy adults to evaluate the effects of SO-DSX1 on stress and cognition.

Both gamers and esports players tend to prioritize energy, but at the other end of the spectrum, consumers know if they can’t sleep well, then they can’t perform as adeptly as they want, said Shah.

“Twitch video game live streaming is most popular among 20-29 year olds (35%) and 30-39 year olds (34%), according to 2023 Statista data. And, as most (if not all) are gamers, they are likely to consume the big-name energy drinks, which contain excessive caffeine and sugar, and tend to have side effects such as anxiety, increased blood pressure and headaches, as well as dehydration.”

A new study analyzed data from the Students’ Health and Well-being Study (SHOT2022), a survey of 53,266 students aged 18 to 35 (which tend to be the prime age of gamers), and found that energy drink consumption impacted sleep duration and quality (BMJ Open, 2024).

According to the researchers, the more energy drinks consumed, the longer it took to fall asleep; and the prevalence of insomnia among energy drink consumers was 51%, Shah noted.

“As a much healthier alternative to energy drinks, CaffXtend provides 100% natural caffeine in a natural matrix, and allows the gamer and esports player to enjoy 12 hours of sustained energy and focus without the caffeine jitters or crash, enabling them to play longer and better.”

On the other end, Nutriventia offers Melotime, a proprietary melatonin ingredient that has a unique time release, allowing for a full 8 hours of restorative sleep, Shah said. “It releases the first 50% in the first hour, followed by more released at 1-hour intervals.”

Another concern faced by both gamers and esports players is discomfort in the wrists and finger joints; the quick repetitive motions often cause an inflammatory response leading to pain.

“While our distinctive water-dispersible turmeric extract, TurmXTRA 60N, has not been studied in gamers/esports players, it has been studied for overall joint comfort. One new meta-analysis and systematic review has found that a single daily dose of 250 mg TurmXTRA (150 mg of curcuminoids) can improve joint function in healthy participants.”

Kreienbrink noted product developers have shown increasing interest in CurrantCraft European Black Currant extract from Artemis in order to combat vision issues. “In a recent double-blind, placebo-controlled clinical with heavy screen use participants, the results showed that daily consumption of a supplement with CurrantCraft was very effective in promoting eye health, especially related to blurred vision and symptoms of digital eye fatigue.”

Overall, in order to address the many health challenges gamers face, products must balance convenience and taste while demonstrating scientific backing.

“Often icons and influencers in the gaming industry will promote the use of certain products to help gamers sort through the vast array of products on the market,” said Kreienbrink.