“Fueling the Games”: Energy Drink Consumption, Marketing, and the Associated Perceptions and Behaviors in Video Gaming

Abstract

Energy drinks represent one of the fastest-growing beverage markets and have become an increasingly popular dietary supplement among teenagers and young adults. Energy drinks are a class of beverages that contain high levels of energy-enhancing ingredients (e.g., caffeine, sugar, carnitine, taurine, and vitamins) that are presumed to provide physical and mental stimulation to users. Despite the growing popularity, there has been increasing scientific evidence warning consumers of the health risks associated with energy drink consumption. Meanwhile, many energy drink brands have deliberately created a symbiotic relationship with video gaming through a variety of marketing strategies. This study attempts to investigate the interrelationships between video gaming and energy drink consumption, including assessing the common motives and perceptions for consuming energy drinks, as well as the impact of energy drink marketing on gaming participants.