Gaming has evolved since the days of simple handheld controllers and consoles. Today, gaming is a multi-dimensional, muti-platform media channel that has grown to be the #1 entertainment activity for kids under 17 – surpassing even traditional entertainment forms like movies and TV. Integrating milk into the gaming space as the Performance Drink of Gamers presents a unique opportunity for milk brands to reengage youth by positioning milk as a game-time fuel and an essential part of their lives.

What is Gaming?

Gaming, in its simplest form, is the act of playing electronic games on various devices like computers, consoles, and smartphones. It’s a growing form of entertainment, amassing continued popularity for its ability to transcend age, culture, and geography, offering experiences ranging from simple puzzles to immersive virtual realities. For many, it’s more than just a pastime—it’s a way to relax, challenge oneself, and connect with others in an increasingly digital world.  Survey responses from a Razorfish Study revealed that gamers view their time in the metaverse as pure escapism. 57% of Gen Z gamers feel they can express themselves more freely in games than in real life and 77% see gaming as a major stress reliever, citing it as their primary reason for gaming.

Today, gaming has extended into a competitive context, known as eSports, where professional players and teams compete in tournaments watched by millions of fans worldwide. eSports have even gained enough traction and popularity to have leagues in high schools and colleges across the U.S.

The Gaming Ecosystem

Gaming is not just an entertainment activity; it’s a multi-platform ecosystem where time is spent not only gaming, but on gaming-related activities across platforms that create immersion into the space:

Who’s Gaming?

According to Newzoo, a staggering 93% of Generation Alpha (Gen A) are gamers, with 72% also watching gaming content. This trend continues with Generation Z (Gen Z) and Millennials, where 88% and 80% are gamers, respectively. However – gaming isn’t reserved for younger generations only. Older generations are getting in on the action, with 55% of them engaging in gaming activities.

Where do they engage?

  • Gen A: YouTube, Roblox, Minecraft, TikTok, Fortnite
  • Gen Z: YouTube, Twitch, FPS (first-person shooter) games, League of Legends, Minecraft, Roblox
  • Millennials: TikTok, mobile games, FPS games, puzzle games
  • Older Generations: Mobile games, puzzle games, strategy games

 

The Opportunity for Milk

Milk consumption can be challenged as youth gain more freedom to choose their own drinks and explore a vast landscape of beverage options. By reaching them where they are—gaming—milk can stay top of mind, reminding gamers of the unique benefits of milk in a way that resonates with their interests and daily activities.

Milk is the ultimate gaming beverage; providing the nutritional foundation for optimal gaming performance, with 13 essential nutrients, including high-quality protein, calcium, zinc, selenium, and vitamins B12 and D. These nutrients are important for brain health and can help support focus, plus protein and B vitamins help provide sustained energy during long gaming sessions. Milk’s electrolytes also help gamers stay hydrated – even better than water!

To learn more, check out MilkPEP’s Gaming Webinar.