Conquering hunger distractions: How Snickers fueled Asia’s 1.8b gamers

What does it take to dominate Asia’s vibrant and rapidly evolving gaming landscape? It’s more than just skill—it’s about maintaining unwavering focus, relentless energy, and a hunger for victory. But even the most dedicated gamers know that hunger can threaten their edge when it strikes. 

Despite being the world’s favourite hunger-satisfying snack, Snickers had a relatively low profile among Gen Z and Millennials in the gaming community. Recognising this opportunity, Snickers set out with a bold new mission: to transform from a simple snack into the ultimate power-up for Asia’s mobile-first gaming generation. The goal was clear—make Snickers the must-have power-up for gamers everywhere, ensuring no one is ever off their game! 

The campaign’s slogan, “You’re off your game when you’re hungry,” was more than just a catchphrase; it was a promise to gamers that Snickers is there to keep them in the zone. To achieve this, the brand launched two complementary strategies tailored to reach gamers at different levels: the Accessibility Approach, targeting casual players and chocolate lovers, and the credibility approach, aimed at esports enthusiasts and elite gamers—seamlessly infiltrating their world. 

Snickers kicked off with bold collaborations featuring beloved celebrities, key opinion leaders (KOLs), and industry icons. Fans had chances to connect with their idols via exclusive events—whether it was meeting Panther Chan during fan gatherings and Nintendo gaming sessions or partnering with Kelly Cheung and Tat Gor (達哥) for high-stakes PlayStation tournaments. These icons aren’t just admired—they are passionate gamers themselves. Fans treasured rare moments of bonding, shared laughter, and unforgettable memories, all fuelled by Snickers. 

The excitement intensified with innovative activations such as “Snickers Drops”—gift boxes designed to mimic in-game airdrops—sparking instant social buzz and bringing virtual thrill into real life. The campaign reached a crescendo with OSN’s viral anthem, "Don’t let hunger take you out of the game," embedding Snickers into gamers’ playlists and daily routines, transforming snack-time into moments of joy and focus. 

Understanding that authentic credibility comes from those who live and breathe gaming, Snickers teamed up with trusted gaming KOLs such as Tat Gor, Chung Chung (蔥蔥), Ordinary Gaming Studio (平民遊戲工作室), and GamePlayHK. These influencers seamlessly integrated Snickers into their gameplay videos and live streams, emphasising the brand’s role as a fuel for energy and focus during intense gaming moments.  

Strategic platforms—ET Today, TikTok, and Tencent’s Appier—became vital channels to reach gamers within their natural digital habitats. Further embedding itself within gaming culture, Snickers developed the mobile game "Defeat your hunger," where each Snickers bar served as a digital power-up against virtual “hunger monsters.” Top scorers earned real chocolates, creating a tangible link between virtual achievement and physical satisfaction. 

The results have been game changing. The campaign reached over 15 million viewers, with PR value skyrocketing by an astonishing 1,500%. Brand perception shifted as Snickers established itself as a relevant gaming brand. Engagement metrics soared—more than 25,000 gamers participated in online and offline activations; social media saw a 1,625% growth on Facebook and a 200% increase on Instagram. With over 40 million views and more than 80,000 sales touchpoints, Snickers isn’t just part of the game—it’s the power-up every gamer needs. 

One thing is clear in the gaming world: you’re off your game when you’re hungry. Looking ahead, we are committed to broadening our focus beyond the gaming community, strategically engaging new consumer segments and reinforcing Snickers’ position as the snack of choice for everyone. Riding on the product’s immense popularity, Snickers partnered with MINGYU from SEVENTEEN, a beloved Korean celebrity and true Snickers fan, bringing even greater excitement to fans across Asia. 

This article is sponsored by Snickers.