Gaming Mana

Have you recently thought about your mana? Does this sound strange to you? Or do you instantly know what we are talking about? Mana – gamers worldwide use this word for energy and life force and how to sustain it.

Mana for gaming is increasing worldwide. Innovative brands are paying attention. Sociability, accelerated technologies, mobility via smartphones, and new types of storytelling pivot the definition of gaming and the demographics of gamers. Games fulfill a wide range of needs for all generations. Gen Z, Millennials, Gen X, and Baby Boomers all engage with gaming in many ways outside of just gameplay.

Riding the mana wave

The video game industry represents a $180 billion category. It grew more than 20% in 2020. Related to the pandemic in North America, video games have become a more significant industry than movies and sports combined. The various platforms utilized are bringing more connectedness and scale than ever before. While plenty of people play as a hobby, many now play professionally. Gamers can earn millions from winnings, endorsements, and the content they create from games like League of Legends.

In parallel to this growing industry, energy food and beverages are seeing massive growth to uphold the mana. They find their prime audience in the modern gamer. Brands are tapping into sustaining players, participating in the hobby, and going beyond energy into wellness and cognitive functionality areas. Successful brands speak the game language, cultivate the community, and even show up in some games themselves. 

At Symrise, we are endorsing the trend. We are supporting Holy Energy – a startup from the KitchenTown incubator – with natural taste for a new drink for gamers. Holy Energy comes in various exotic fruit flavors like Raspberry Yuzu, Citrus Calamansi, and Pineapple Passion Fruit, in an easy-to-serve powder form. Gamers will enjoy the great taste while mindfully kicking up their energy and focus with caffeine, L-theanine from green tea extract and vitamins. In addition, Holy Energy comes in sustainable packaging and contains sustainable ingredients.

Brands that truly connect the mana

Social gaming platforms like Fortnite and Roblox present opportunities for brands to enter the virtual worlds their customers inhabit. In August 2021, U.S. skate brand Vans launched Vans World in social game-creation platform Roblox. Brands have previously held limited-run events in Roblox—like the Gucci Garden in May 2021.

Dedicating hours of their day to gaming, gamers need mana (energy) to keep up with their favorite hobby. The Holy Energy drink is made and marketed towards gamers with the position of Energy Drinks are often unhealthy & not suitable for your gaming sessions. We founded HOLY to make things better. HOLY Energy combines for the first time fantastic natural taste with real focus – without sugar and taurine. And they too live the life of gamers: utilizing gaming lingo like mana, the word for energy in Magic the Gathering and World of Warcraft. Further, they host gaming sessions and highlight the founders’ dedication and understanding of the gaming world. 

Redefinition of ‘Gamer’

The traditional stereotype around video game players pictured young tween boy nerds. Today, this cohort evolves into a more diverse audience. Granted, you could still call some gamers nerdy. The Gaming Playbook, GWI 2021 report reveals the diversity and breadth of the gaming audience. 86% of internet users played games on any device in 2020. Additionally, increased gaming occurs across women, family units, and gaming grandparents.

Gaming grandparents – a booming generation of gamers cover the age of 55-64. This group has experienced the most significant growth in gaming, rising by almost a third (32%) since 2018. Gaming becomes especially important to grandparents or those with 3+ children, suggesting the growth of gaming as family time. In addition, gaming takes up 10% of entertainment leisure time for Baby Boomers. While watching broadcast T.V. takes the top spot with 35% followed by reading.

In 2021, women accounted for 45% of gamers in the United States, up from 41% of U.S. gamers identifying as women during the previous year. According to Kinguin, globally, they saw 56% percent growth in female customers over the last 12 months. The life-simulation game Sims 4 reached the top position among women, while Minecraft, Rust, Fortnite, and Call of Duty rounded out the top five.

New Reasons to Play 

Just as Covid accelerated everything, it also accelerated a broader demographic’s number of games played. As a result, people are playing more games instead of more people playing them. New data from GWI reveals more gamers play games to socialize with friends (26%) than to escape from reality (22%) or immerse themselves in storylines (18%). Younger gamers (aged 16-24) consider the social aspect of gaming significant, with 35% playing for this reason, compared to 31% who play for a challenge.

Gaming has become a form of social media. Gamers want to interact with one another and share their achievements and experiences. Including a social function into games also promotes a desire for inclusivity. Gamers want to stand out among their fellow players. Many people are using video game platforms similar to social media websites. People can communicate, strategize and forge relationships in a much more meaningful way. Some people develop lifelong friendships from video gaming platforms. Twitch has 15 million daily users, and Discord sees over 140 million monthly users.

As mental health becomes an increasingly hot topic, games play a role in helping increase players’ happiness. More than two-thirds (68%) of Australian gamers agreed that online gaming has positively impacted their mental health over the past year. Many seek out more than competition when gaming. Personal achievement and relaxation are gaining rank for motivations. The calm and meandering nature of cozy gaming plays to audiences looking for self-directed exploration and positive interactions with other players. According to game’s developer Nintendo, Animal Crossing has become a popular game in the genre: New Horizons, which sold more than thirty million copies last year.

Opportunity To Tap Into The Mana

Brands are tapping into the growing gamer audience in online and offline daily lives. As a result, brands play an essential role in the gamer lifestyle, from celebrity brands performing in-game concerts to energy and concentration beverages.

Have you adopted new gaming behaviors over the past year? What type of food and beverage do you consume as your favorite gaming sustenance? How do games connect you with your squad?

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Travel: Reboot Post-Pandemic 

Waking up while on holiday brings some of the most pleasant things to remember during a year. First, when you open your eyes, you wonder about the strange location for a brief moment. Then, a few blinks later, you remember. Ah yes, I spend my free time away from home. Finally again!

The aftereffects of the pandemic will bring long-lasting impacts on the tourism sector. And people will steadily adapt to new landscapes. Unfortunately, just weeks since its discovery, the new highly transmissible omicron coronavirus variant is rapidly spreading around the globe. Given the recent concerns, some travelers wonder whether to keep holiday plans. Before traveling internationally, people should consider every countries regulation and make themselves aware of flight and hotel cancellation policies. So, while personal feelings differ, the demand for travel overall is growing. Read on to uncover the travel priorities among people. 

Solutions

The travel industry slowly recovers. Globally, people are adapting their feelings around travel. They feel driven by deep sentiments of wanderlust and an insatiable need for exploration. New priorities reflect solutions closer to home destinations and hygiene. But, as we know, 2020 has turned out a dismal year for travel. Pandemic restrictions and environmental crises canceled excursions for millions worldwide. 

Also, during these exceptional times, trip-goers have developed new expectations and desires While traveling. They expect their overall experiences and accommodations to turn out as a relaxing and enjoyable experiences. Especially now, holidaymakers wish for relaxing and genuinely escaping reality more than ever. People want a spark or change from their everyday routine.

Solution or wellness retreats belong to the most sought out travel hot spots on the market right now. Wellness escapes allow guests to participate in relaxing activities such as yoga, meditation, peaceful spas, hiking, and more. The best-voted travel getaways include Costa Rica, Italy, New York, Switzerland, Spain, Utah, Florida, and Hawaii. In addition, over half of the US travelers report that they tend to go on an outdoor wilderness trip more often now than before the pandemic. 

We Feel At Home Where Our Heart Beats

Travelers are relocating far-off dream destinations and instead of bringing them home. Some still fear large crowds. Others want to reconnect with scenery after the lengthy time spent inside. And nature, for most, starts at their doorsteps. So, instead of traveling to a distant land across the seas, travelers opt for vacations closer to home. For them, spending time in nature makes time stop for a bit. It brings countless health benefits, mentally and physically. Going outside brings excellent exposure for Vitamin D. Fresh air, and beautiful views bring pure joy. Mentally, it has proven to assist with seasonal depression that happens to many during the winter. Because of these benefits, many realize the escape from reality recess may start just around the corner. According to Airbnb, 62% of global holidaymakers show interest in taking a holiday within driving distance of their residence in 2021. The comfort of staying close to home feels essential to many because of unexpected shutdowns or mandates that can take place. 

Cleanliness Is Key 

Travelers will continue taking precautions to protect themselves from Covid-19. They expect the industry to offer greater safety options. Nearly 45% of travelers have noted that enhanced cleaning belongs to their top three decision factors when booking accommodations. Rental platforms such as Airbnb now include a five-step cleaning checklist. This makes travelers feel more comfortable and safer during a stay. 

Airlines have acted quickly to consumers’ needs and expectations for cleanliness. For example, Delta Air Lines refreshes the air in the cabin as often as every two minutes. This comes along with an extensive cleaning checklist. In addition, Qatar Airways utilizes hospital-grade UV cleaning in the cabin. As a result, future guests will favor destinations that offer surplus fresh air and non-toxic services and goods along these lines. 

With the reawakening of the world, travel, and activities, only time will tell the actual changes that will stay and become a part of the new normal?

As a traveler, have you changed your expectations? If so, what do they entail? Will your next vacation take you to a destination near or far? Let us know in the comments below!

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