Gamers are playing more than ever during the pandemic and having more headaches.
According to a new study from GSK Consumer Healthcare, more than 90% of people who play video games said they spent more time playing games this year, and 71% are also concerned about headaches related to long periods of time. longer screens.
GSK’s Excedrin brand wants to help with a simple new mindfulness routine it’s created with experts and tested with players who have reported better energy, longer playtime and fewer headaches during its use.
The “Excedrin Gamer Routine” available on a personalized website includes tips such as taking eye breaks, using deep breathing, and starting with a positive mindset.
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Excedrin is teaming up with well-known social media players focused on popular live gaming platform Twitch to spread the word about headache relief. GSK claims that Excedrin is the first pharmaceutical brand to “turn to gaming on Twitch through a personalized program”.
Matthew “Nadeshot” Haag, the founder of gaming company 100 Thieves, ranked No. 5 on its list of Most Significant ESports Companies in 2020, leads Excedrin Gaming Ambassadors on Twitch.
Nadeshot, who uses Excedrin, talks about the drug and the six-step mindfulness routine on Twitch during branded live game sessions as well as his other social media channels. The Excedrin Ambassador Group includes 11 other Twitch influencers, including Aphromoo, Bnans, QuarterJade and Swiftor, who also host Excedrin-branded live streams.
“It targets an interest and a love that people have for playing video games – headaches have hampered that,” said Rishi Mulgund, Excedrin brand manager. He added that players are already weighing in during Nadeshot live streams to talk about their own headache experiences.
RELATED: GlaxoSmithKline Halts Excedrin Production Due to Manufacturing Failure
Nadeshot said in a press release that he “had gaming headaches for many years, but it’s not something that’s widely discussed in the gaming world.”
“Instead, many of us are sifting through or continuing to play,” he added.
The Excedrin player website includes a short animated video ad featuring Excedrin Extra Strength as the hero of “The Healing Academy”. On YouTube, a series of three ads show cartoon heroes helping a gamer say “game over” to a headache.
After a week on the market, the feedback has been “overwhelmingly positive,” Mulgund said, with some gamers even saying “this Excedrin commercial was better than some of the games I’ve seen on Twitch.”
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