Gaming for fuel: A content analysis of energy drink advertising in esports

Abstract

The rise of esports has drawn major energy drink brands such as Monster, Red Bull, and G Fuel, which strongly promote their products for boosting gaming performance. Their aggressive promotion however raises concerns about health risks, such as heart disease, high blood pressure, and sleep disturbances linked to caffeine, sugar, and other stimulants. Despite the prevalence of energy drinks in esports, little research examines their advertising strategies. This study explores key themes and advertising strategies used in video advertisements such as persuasive appeals, peripheral and central messaging routes, and social norms and expected outcomes. Peripheral cues, such as vivid imagery and celebrity endorsements, were consistently utilized across advertisements, while central route cues, like product details, were less commonly emphasized. Subjective norms, including endorsements from gaming influencers, played a significant role in promoting social acceptance. A large majority of advertisements focused on portraying a "cool" and "trendy" image to resonate with their target audience. The findings reveal the alignment of energy drink marketing with esports culture but raise ethical concerns due to the omission of health risks. These methods are akin to alcohol and tobacco advertising and may promote excessive consumption among young gamers. Collaboration between esports stakeholders and public health professionals is essential to advocate for ethical marketing, consumer education, and regulatory oversight to mitigate health risks.