Multinational organisation Gen.G has partnered with supplement brand More Labs to aid its Counter-Strike: Global Offensive team.
The partnership is based around More Labs’ new drink, Liquid Focus, a nootropic shot made with “clinically proven ingredients to help sharpen the mind, provide steady energy, and ease stress.”
More Labs and Gen.G will create content to promote the drink on social media, featuring Gen.G figures such as Gina “MissGinaDarling” Tran, Nicki “NickiTaylor” Taylor, Shelby “Luxxbunny” Freeman, and CS:GO player Sam “s0m” Oh.
Martin Kim, Vice President of Strategic Partnerships at Gen.G, spoke on the deal in a release: “Player focus and performance is critically important to Gen.G as we continue to compete globally in our quest for more championships. We’re excited to welcome a new brand into esports and help them communicate the benefits of its Liquid Focus drink to our community.”
More Labs markets Liquid Focus as a way to “sharpen the mind, provide steady energy and ease stress.” Touted as a healthier alternative to energy drinks, Gen.G’s CS:GO roster will use the product in a bid to improve focus and performance.
Sisun Lee, Co-founder of More Labs, added: “We’re excited to join the world of esports and support Gen.G’s competitive efforts around the globe. We started More Labs with a singular mission: to help people get more out of their lives. After solving hangovers with Morning Recovery, we created Liquid Focus to boost productivity and increase output at work.
“When we found out that Gen.G players took Liquid Focus before games, we knew this was the perfect opportunity to work together. We’re looking forward to helping gamers lock in and perform at their peak.”
Esports Insider says: With the coronavirus pandemic forcing more people to rely on esports for entertainment, brands are taking advantage of the advertising opportunities facing them. Like More Labs, it’s probable that we’ll see other non-endemic companies jump into esports in the very near future.