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Sports drink brand Maximus is targeting gamers with its two new products, which include magnesium and B Vitamins to help reduce tiredness and fatigue. 

Parent company Frucor Suntory interviewed gamers across the country and gained new insights to help develop the products. It found gaming is a social sport, with most sessions lasting between one to three hours, and casual gamers look for beverages to give a boost of energy. 

The study also found a crossover between gaming and sports, as 61 per cent of 18-39-year-old males engaged in both activities.

“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,” said Maximus brand manager Rebecca Hantzis. 

Maximus Game On range will include two flavours – Blackcurrant and Lime – and has 18 per cent less sugar than the core Maximus range.

The new drinks are now available in supermarkets across the country.

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