Complexity and Dairy MAX demonstrate the importance of nutrition for gamers

GRAND PRAIRIE, TX Forging valuable partnerships to build trust with consumers to drive sales has always been a priority for Dairy MAX. In early 2021, Dairy MAX was named the Official Nutrition Partner of Complexity Gaming, one of North America’s most elite and oldest esports organizations. This partnership is centered on connecting with Gen Z to increase trust in dairy products and drive sales among a young age group.

Connecting with young people who play esports is a way to engage students who may not participate in traditional school sports, giving Dairy MAX a unique platform and the ability to reach new audiences. Growing up, Gen Z has always known a world with the internet, so it’s no surprise that 90% of Gen Z audience games. Generation Z, made up of people born between 1997 and 2012, makes up more than 20% of the population and, according to Forbes, has direct and indirect spending power of nearly $143 billion.

“Partnering with Complexity Gaming provides Dairy MAX with an extremely unique and valuable opportunity to connect with young consumers in a non-traditional way. Through our partnership with Complexity and their athletes, who influence their followers, we are able to elevate good nutrition, including dairy, as a key driver of player performance,” said Marty McKinzie, vice-president. President, Image and Industry Relations.

Most recently, Dairy MAX and Complexity Gaming hosted a nutrition challenge focused on assessing the impact of nutrition on athletes’ game play, energy levels and overall mood. Through the challenge, which was shared on the social media channels of Complexity and participating athletes, participants completed a series of skill tests while consuming their usual breakfast, which ranged from a bottle of water to a breakfast sandwich. The same athletes faced the same challenges the next day, but first enjoyed a healthy, balanced dairy-focused meal recommended by a Dairy MAX dietitian.

The athletes who participated in the challenge each have extensive social media followings on Instagram, Twitter and Twitch, an online game streaming platform. These Complexity athletes influence the actions of their followers both on and off gaming platforms. On the second day of the challenge, the Complexity Electra athlete enjoyed a nutrient-dense meal consisting of a yogurt parfait with berries and a cappuccino with milk. When asked how she felt after day two, Electra shared, “I played a lot better…I’m pretty sure I scored higher in every category.”

Followers who saw this challenge were inspired to add dairy to their diet to see if it improves game performance. Christina, one of the followers who viewed the nutrition challenge video, said “J love it [challenge]! I’m trying my test later today. »

Complexity’s impressive roster of athletes and streamers gives Dairy MAX access to influencers in the esports space to reach Gen Z and share the importance of good nutrition including dairy, building healthy habits and the promotion of general well-being.

To learn more about Dairy MAX and its partnership with Complexity Gaming, visit

About Dairy MAX

Founded over 40 years ago, Dairy MAX is one of America’s leading regional dairy councils – representing over 900 dairy farmers and serving communities in eight states: Colorado, Southwest Kansas, Louisiana, Montana, New -Mexico, western Oklahoma, Texas and Wyoming. A non-profit organization, Dairy MAX is part of a nationwide effort to promote American agriculture, support dairy farming, and impact every dairy farmer. The organization operates five public outreach programs: Business Development, Consumer Marketing, Health and Wellness, Industry Image and Relations, and School Marketing. For more information about Dairy MAX and its team of experts, visit Dairy resources and delicious recipes are available at

Sharon D. Cole