The self proclaimed “#1 sugar-free energy drink of gaming, anime & pop culture” is apparently coming to an end, as G Fuel has announced via social media that “it’s the end of an era.”
Introduced in 2012, G Fuel is a brand of caffeinated drink mixes sold by Gamma Labs, with marketing focused on improving focus and reaction times to gamers. The brand has been a staple in the eSports and content creation scene for the greater part of a decade, as they have frequently sponsored events, teams, players, and creators.
G Fuel hasn’t been without its share of controversy over the years. For instance, in 2018 Gamma Labs settled a lawsuit with California’s Environmental Research Center for $118,500 USD over lead contamination found within G Fuel products. Then, in 2022, members of G Fuel’s management stated that CEO Cliff Morgan had used a slur and derogatory statements while on a team call. Gamma Labs subsequently fired seven of its talent managers, citing “restructuring,” however many viewed this as an act of retaliation. Further controversy came when G Fuel began banning users who mentioned the incident from sponsored Twitch live chats. All of this resulted in more than 75 content creators terminating their partnerships with G Fuel due to the occurrence.
It is unknown at this time if G Fuel will be undergoing a rebranding, or if Gamma Labs will be abandoning the concept altogether.
Have you tried G Fuel’s products? Do you believe their past controversies are the reason for their now sudden closure? Let us know in the comments below, and follow us on social media for all your gaming content!
Source: G Fuel
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