Gamestudy, a blog that looks at the huge Korean games industry, has just posted about a new 'sports' drink, Enerzen, aimed at MMOG fans, more specifically, players of the country's most successful massively mulitplayer title, Kart Racer.
The site has also uploaded an excellent ad for the drink, which pans in slow motion, and to the accompaniment of wilting classical music, across a LAN room filled with male gamers enthusiastically engaged in a race while knocking back the surely caffeine-packed gloop.
Apparently, the text that flows across the screen translates as:
"All of Youth, It is time for taking Enerzen. While your competitors are sleeping, You, brave new worker(!), should recharge your energy for the win."
It's all weirdly sensual and poetic - not words usually associated with the average LAN session.
Of course, this isn't the first energy product to target gamers. A couple of years ago, a US company named MindFX began aiming its energy supplement, Maxx Impulse, toward game fanatics who became disappointed when their Quake reactions slowed after three days without sleep.
However, Jolt cola remains the beverage of choice for most dedicated American gamers - the brand's parent company, Web Planet Beverages, clearly understands and centres on this market - see this ad, complete with bottle pictured next to PC keyboard and 'Blow away the competition' message.
So what's your gaming recharge poison? In my experience, the quick burst of energy that energy drinks deliver has often proved counter-productive - the number of planes I've crashed in Battlefield 1942 when a caffeine rush has kicked in just as I've taken off with five team mates aboard just doesn't bear thinking about.
