When it comes to sports drinks, most of us will envisage high intensity training or elite level sports.

But a new release from Maximus is targeting a different sporting market: gamers.

As gaming continues to gain more traction in Australia, the brand got in touch with players to ask about their consumption habits. What they learned was that gamers typically play for between one and three hours and seek drinks that give them a quick energy hit.

Further, they found more than 60% of gamers who are male and aged between 18-19 years also played sports.

Maximus Brand Manager Rebecca Hantzis said these insights were used to develop two new one litre Maximus flavours, Blackcurrant and Lime. Both flavours, available in 1L bottles, contain magnesium and B vitamins to keep player sharp and have 18% less sugar than the core Maximus range.

“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,” Ms Hantzis said.

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