Rachel Plotnick

you know, different uses of caffeine and chemicals to try to keep people awake to do their jobs. And I was just really interested in this question of how energy drinks have become so pervasive in gaming, the idea of the all night gamer. And what do we kind of put our bodies through to get them to consume more media? So it's kind of like the equivalent of binge watching, but for gaming.

you know, different uses of caffeine and chemicals to try to keep people awake to do their jobs. And I was just really interested in this question of how energy drinks have become so pervasive in gaming, the idea of the all night gamer. And what do we kind of put our bodies through to get them to consume more media? So it's kind of like the equivalent of binge watching, but for gaming.

And that's been a part of gaming culture for a long time. So I try to think about, you know, building some kind of timeline or historical narrative around how we got to be this way and why. And Now energy drinks are super interesting. They've got all these nootropics and vitamins and supplements in them. They're kind of being pitched as healthy, whereas they used to be pitched as junk food.

And that's been a part of gaming culture for a long time. So I try to think about, you know, building some kind of timeline or historical narrative around how we got to be this way and why. And Now energy drinks are super interesting. They've got all these nootropics and vitamins and supplements in them. They're kind of being pitched as healthy, whereas they used to be pitched as junk food.

And even that's been a really fascinating kind of shift.

And even that's been a really fascinating kind of shift.

Yeah, I'm still kind of working through that. But I think you're right. Most public health studies have shown that there are a lot of problems with these drinks. I think some of them have tried to cut out sugar and things like that and replaced it with other things. But the health implications are certainly concerning and worrisome in many ways.

Yeah, I'm still kind of working through that. But I think you're right. Most public health studies have shown that there are a lot of problems with these drinks. I think some of them have tried to cut out sugar and things like that and replaced it with other things. But the health implications are certainly concerning and worrisome in many ways.

And what's fascinating is how these industries have embedded themselves so deeply in media, whether it's promotions or going to conventions or in-game kind of features and things. So it's almost like the drink has become media in and of itself. And it's another thing to be consumed. You know, they pull influencers in to promote them.

And what's fascinating is how these industries have embedded themselves so deeply in media, whether it's promotions or going to conventions or in-game kind of features and things. So it's almost like the drink has become media in and of itself. And it's another thing to be consumed. You know, they pull influencers in to promote them.

So it's a massive industry that I think hasn't been studied quite enough. So I'm excited to kind of explore a little more and see where that goes.

So it's a massive industry that I think hasn't been studied quite enough. So I'm excited to kind of explore a little more and see where that goes.

Yeah, and I think it's very interesting, too, that, you know, in some ways, these drinks are becoming more akin to Gatorade or kind of sports drinks, or they're pitched that way, at least. And I think as we see the rise of esports and things like that, you know, it becomes associated with the idea of endurance and performance, and you'll get that kind of edge.

Yeah, and I think it's very interesting, too, that, you know, in some ways, these drinks are becoming more akin to Gatorade or kind of sports drinks, or they're pitched that way, at least. And I think as we see the rise of esports and things like that, you know, it becomes associated with the idea of endurance and performance, and you'll get that kind of edge.

So that's really implicit in the marketing, too, or explicit, I guess.

So that's really implicit in the marketing, too, or explicit, I guess.

But it is still extreme. You know, it's hardcore to stay up all night and press those buttons.

But it is still extreme. You know, it's hardcore to stay up all night and press those buttons.

Oh no. Tell me about that.

Oh no. Tell me about that.