It has been revealed that "Razer," a popular gaming brand, and Mars, a major food manufacturer, have deepened their collaboration regarding "RESPAWN BY RAZER" and will establish a joint venture.
"RESPAWN by Razer" Takes the Next Step! Joint Venture Established
PR TIMES
Razer, which has created new value in gaming devices, and Mars, which has delivered smiles worldwide with its snacks, have advanced their partnership and will further develop "RESPAWN by Razer."
Initially conceived as an April Fool's Day project, "RESPAWN by Razer" was then experimentally sold as a line of mental performance-enhancing drink products, which were well-received.
In response, Razer partnered with Mars, and leveraging Mars's expertise, "RESPAWN by Razer" was developed as the world's first gamer-specific gum formulated with B vitamins and green tea extract.
As this received high acclaim, the two companies have now officially established a joint venture and are moving to develop a full lineup of snack products for gamers.
This is a new endeavor where major brands from different industries join forces to enter the new gaming market with food products.
Future developments are garnering attention.
More details on "RESPAWN by Razer" can be found on the "RESPAWN by Razer" official website.
Comment from Min-Liang Tan, Co-founder and CEO of Razer
Razer NewsroomRESPAWN represents a strategic evolution in the expansion of Razer’s mission to serve the global gaming community through bold, cross-industry innovations,” said Min-Liang Tan, Co-Founder and CEO of Razer. “Our collaboration with Mars extends our gamer-centric ecosystem into the world of snacks. RESPAWN is a platform designed to redefine how gamers fuel their play, with snacks purposefully crafted to match the energy, focus, and intensity of modern gameplay. Together, we’re building a category-defining brand that meets the evolving needs of millions of passionate and dynamic gamers around the world.”
RESPAWN’s product lineup includes two categories: gum and mints, featuring deliciously bold flavors to immerse gamers in the heat of battle or offer smooth, mellow flavors for late-night gaming sessions.
Comment from Gülen Bengi, CMO and Head of Snacking Growth at Mars
Razer NewsroomBy formalizing our partnership with Razer, we are not just launching new snacks—we are unlocking an entirely new way of innovating. RESPAWN is built by gamers, for gamers. This is what it means to be truly consumer-obsessed,” said Gülen Bengi, Lead Chief Marketing Officer, Mars and Chief Growth Officer, Mars Snacking. “By focusing our snack-making expertise with Razer’s deep roots in gaming culture, we have co-created RESPAWN, which is a brand born from community insight, designed for specific moments and needs during gaming. It is a bold step in redefining brand building—where fans are not just the audience, they are co-creators. Together with Razer, we are excited to scale RESPAWN into the world’s most loved gaming snack brand.
