Why Mars is putting its focus on Gen Z gamers with Razer partnership

The world of video games can be intense, no matter the level of play. From international esports championships to a casual session after work, gamers are often looking for ways to stay alert and focused. Products from energy drinks and sodas to caffeinated noodles have vied to claim the title of “gamer fuel.” Mars’ partnership with Razer, a maker of gaming computers and accessories, tries to take a fresh approach. 

Mars and Razer, who initially started working together in 2019, recently unveiled Respawn by Razer, a line of mints and gums developed with input from 30,000 gamers. The products, which come in flavors such as Raspberry Vanilla Vibe and Mango Habanero Fire, are meant to help gamers focus when they need it the most and are available through online retailers such as Amazon and in convenience stores such as 7-Eleven and Circle K. 

While traditionally associated with freshening up, there has been a shift toward using gum to focus, especially among Gen Z consumers.  

“Gum is a bit of a fidget spinner. As you go through your game, you experience different ups and downs, and sometimes the pressure level goes up and you need to get rid of some of that energy. That’s where gum really comes in,” said Alyona Fedorchenko, vice president of gum and mints portfolio at Mars.

Over 90% of Gen Alpha and Gen Z consumers identify as gamers. Given the high level of interest among young consumers, the space has become a natural playground for advertisers. Integrating into gaming can also have a big payout, with global revenue for the gaming industry expected to reach $522.5 billion in 2025. The video game industry alone is projected to be worth nearly $300 billion. 

By partnering with Razer, Mars gains access to a large community of existing gamers. Additionally, Razer will help create activations around the gum which feel authentic to the community. Gaming influencers and livestreamers are one aspect of the strategy. 

In June 2019, Razer released a range of “mental performance drinks” under the Respawn name. In 2020, the brand partnered with 5 Gum, a Mars brand, to launch an initial gum offering.

The new products will serve a similar purpose, namely in improving focus and energy. The initial lineup contains B vitamins and green tea extract to boost energy and focus. Mars and Razer could have leaned into freshness, playing on the “unhygienic gamer” stereotype. However, they chose to help gamers stay immersed in their experience, meeting an actual community need. 

“When gamers pick this as an activity, they want to be as immersed as they can be,” said Fedorchenko. “Where we can help them is by keeping some of the distractions out and keeping gamers in the game for their full enjoyment.”