Nootropics are hailed within the biohacking community for their ability to improve focus, increase productivity, and generally enhance cognitive function. But with the efficacy of smart drugs questionable without clinical trials, how is Qualia from the Neurohacker Collective gaining people’s trust?

Mountain Dew has created a soft drink range especially for gamers, named Game Fuel. As the world of e-sports gains more public attention, the product line plays up the idea that being a professional gamer can be just as demanding as being a professional athlete.

Each year, millions of people around the world eagerly snap up the latest instalment in the FIFA video game series. But beyond updating squad lists, graphics and in-game mechanics, how is EA Sports positioning the 2018 edition to find new audiences while keeping loyal fans satisfied?

The popularity of e-sports is growing in Australia and the industry is projected to be worth $21 million by 2022, driven by tech advancements making the pastime more accessible. Brands looking to advertise to Aussie Gen Y and Gen Zers would do well to position themselves in this market.