Maximus flips the script by introducing two new sports drinks targeted at gamers. The gaming industry is taking the world – and Australia – by storm. And it’s a great opportunity for us to create two new flavours to help gamers of all types get their GAME ON.
We interviewed gamers from across Australia to understand their gaming and consumption habits, and gained some great insights:
• Gaming is very much a social sport
• Most gaming sessions last between one to three hours
• Casual gamers look for beverages that give them a small boost of energy for those shorter gaming sessions
• There is a real crossover with gaming and sports – 61% of 18 to 39-year-old males engaging in both activities.
These insights helped us create two new one litre Maximus flavours: Blackcurrant and Lime. Both are packed with Magnesium and B Vitamins to reduce tiredness and fatigue and contain 18% less sugar than core Maximus.
To celebrate the launch Maximus is giving consumers the opportunity to win a new Xbox Series X console daily (90 to be won). There are also 5,000 monthly Xbox Ultimate Game passes to be won instantly.
Maximus Brand Manager Rebecca Hantzis is thrilled to see these flavours disrupting the sports drink category. “Gaming is a massive cultural trend right now, especially with the Covid-19 pandemic forcing many people to stay inside. Now restrictions are starting to ease and sport is returning, Maximus GAME ON could not launch at a better time.