There’s no doubt that eSports—that’s competitive video gaming, old folks—is enormously popular, with some analysts predicting that the market will exceed $1.6 billion by 2021. Professional gamers, just like athletes in analog sports, are celebrities, with top gamers having millions of followers, endorsement deals, and brand sponsorships.

Mountain Dew is no stranger to gaming, and with 15 years of experience in the space, they recognized early on that there was potential around competitive gaming, exploring that world the same year that saw the debut of landmark games like Half-Life 2, World of Warcraft and Red Dead Redemption.

Early on, they were insightful enough to identify that this was an underserved community, and so they set out to work on a drink specially designed for gamers that not only tastes great but includes ingredients that would improve performance.