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Razer, a leading lifestyle brand for gamers, has formed a joint venture with Mars to expand the Respawn by Razer product line – a range designed specifically for the gaming community – marking a bold step in cross-industry collaboration.

Originally launched as an April Fool’s Day joke, the Respawn brand quickly transitioned into a successful pilot project featuring an innovative mental performance drink mix. Following this initial success, Razer partnered with Mars to leverage its expertise in snacking, resulting in the introduction of the first-ever gaming gum enriched with B vitamins and green tea extract under the Respawn label.

The positive reception from consumers and gamers has prompted the companies to formalise their collaboration into a joint venture. This marks a pioneering move, as it represents the first time both companies have engaged in such an extensive partnership, aiming to redefine the intersection of gaming and food.

Respawn is committed to a gamer-first philosophy, actively involving the gaming community in the product development process. This approach ensures that every aspect, from ingredients to packaging, aligns with the preferences and needs of gamers. The product line-up currently includes gum and mints, designed to enhance gaming experiences with bold flavours that cater to both high-energy gameplay and more relaxed, late-night sessions.

Min-Liang Tan, co-founder and CEO of Razer, highlighted the strategic significance of this partnership, stating, “Respawn represents a strategic evolution in the expansion of Razer’s mission to serve the global gaming community through bold, cross-industry innovations”.

Gülen Bengi, lead chief marketing officer at Mars, highlighted the unique nature of this collaboration, describing it as an opportunity to innovate in ways that prioritise consumer insight: “Respawn is built by gamers, for gamers. This is what it means to be truly consumer-obsessed”. The partnership aims to create a brand that not only meets the immediate needs of gamers but also fosters a community-driven approach to product development.

The joint venture is set to expand Respawn’s portfolio with a diverse range of snacks co-created with gamers, enhancing various gaming moments. The products are currently available at select retailers in the US and China, with plans for broader distribution as the brand gains traction.