Play Beyond Nutrition, a performance-supplement company targeted towards gamers, has announced a partnership with UK esports organisation Endangered Esports.
According to a release, the partnership will be ‘built on shared goals of elevating player performance through enhanced nutrition and wellbeing’. As part of the agreement the companies will also ‘work on content that will look to explore the impact of nutrition on cognitive and physical performance’.
Nootropic products are increasingly being targeted towards esports fans and players, with other brands such as Czech company MADMONQ also offering ‘health-conscious’ energisers. At ESI Digital Spring earlier this year, MADMONQ CEO Michal Noga and CS:GO professional Martin ‘STYKO’ Styk had a thought-provoking conversation exploring the positive effects that healthy routines and clean products can have on player performance.
As far as performance supplements, competition is also staunch in the UK; in addition to huge international companies like G FUEL, another supplement company targeted towards gamers—and with a similar name—Beyond NRG has a similar strategy to Play Beyond Nutrition having partnered with EXCEL Esports, Team Endpoint, and more.
Beyond NRG’s website also states that ‘British esports is at the heart of our mission here at Beyond, and forming partnerships is just one of the ways that we can give back to an industry that we love’.
However, Play Beyond Nutrition is positioning itself as an alternative to ‘flavoured powders, full of synthetically manufactured caffeine with artificial flavours and colours designed to catch your eye’.
According to its website, Play Beyond Nutrition aims to ‘lead health and nutrition in gaming’ by offering health-conscious nootropics for gamers. The company goes on to say that ‘there is not much available for health-conscious gamers, who aren’t interested in the faff and hype of powders and shakers and are looking for a natural, cleaner alternative to enhance their performance’.
In addition to their new partnership with Endangered Esports, the company has an existing partnership with another UK esports org in Demise, who currently compete in the UK Esports League (UKEL).
Euan Costello, Business Development Manager at Play Beyond Nutrition, said on the partnership with Endangered: “We are proud and excited to be announcing our partnership with Endangered Esports. We’re committed to providing industry-leading nootropic supplements to enhance the performance of our partners when it matters most whilst helping to educate the broader esports community on the importance of health and nutrition.”
Bradley Harris on behalf of Endangered Esports said the following: “We are very proud to announce Play Beyond Nutrition as our nutrition partner. They provide unique, innovative products that will provide significant support to our teams. It’s a very exciting time for both brands and we’re looking forward to working with them on some creative content campaigns.”
It’s encouraging to see companies opposed to artificial, often damaging products that are so common among young people—particularly gamers. Play Beyond Nutrition is right when it says the market is currently ‘dominated’ by such products. Hopefully the UK company can help make a change, encouraging gamers to live healthier lives.
