São Paulo, April 23, 2025 – Seeking to strengthen the connection with the gamer community, Hellmann’s, Unilever’s sauce brand, has just announced the launch of an unprecedented platform that combines artificial intelligence and facial recognition. Called ‘Hungry Games’, the technology aims to help Brazilian gamers maintain high performance by monitoring them and signaling when they should eat to avoid a drop in performance. A survey conducted by Go Gamers*, a consulting firm specializing in the gaming market, at the request of the brand, revealed that, although satisfaction (81%) and happiness (78%) are the most common feelings during matches, 99% of gamers say they feel hungry while playing and for 84% of them, this directly impacts their performance.
More than a marketing and innovation initiative, Hellmann’s joins the game with a proposal to combat a real problem in the gamer universe. Developed in partnership with programmers, neuroscientists and the FURIA team, the largest E-Sports organization in Latin America, the technology monitors in real time the physical and emotional signs displayed by players, such as tired eyes, impatience, dry lips and yawns, that indicates the ideal time to recharge while playing. During the launch campaign, the technology is available to influencers and players linked to FURIA.
The research conducted by Go Gamers* also revealed that the relationship between food and performance in the gamer universe goes far beyond fun, it directly impacts the focus, energy, and even the mood of those who spend hours playing. For respondents, the effects of hunger are clear: lack of focus (98%), decrease in energy (97%) and irritation (97%), symptoms that, for the vast majority, compromise performance in matches. When it comes to satisfying hunger, french fries (64%) and hamburgers (57%) are the ones that lead the preferences and the special touch comes with the sauce, 84% of those who eat fries and 93% of those who eat burgers say that sauces make the moment even more delicious. In this scenario, Hellmann’s emerges as the ideal partner, with 98% of gamers wishing to have the brand as an ally to satisfy hunger while playing.
“This is an unprecedented action in the history of the brand, which was designed for an audience that is getting closer and closer to Hellmann’s. As a brand that always puts fans at the center, we delve into the gaming universe to further elevate the experience of those who are enjoying their favorite game. With the Hungry Games platform, launched in partnership with the FURIA team, we enter new territory, combining proprietary technology and performance. We stand alongside gamers to bring an irresistible flavor during games, after all it is about having fun and feeling good for those who want to play better and better”, comments Carolina Riotto, CMO of Unilever Alimentos in Brazil & Head of Condiments in Latin America.
“At FURIA, we always seek to create connections that go beyond the obvious, and with Hellmann’s, we found just that. Hungry Games unites content, technology and performance in an original format, which talks to the gamer community”, says Pedro Lopes, Marketing Director at FURIA.
To present the new technology, which fully respects current data protection standards and ethical use of artificial intelligence, Hellmann’s promoted a pioneering experiment with FURIA gamers and pro-players. After a day of training, the participants were divided into pairs to compete against each other in a match, but with an unusual difference: separated by a partition and, unknowingly, one player from each pair enjoyed snacks prepared with Hellmann’s while playing, while the other competed on an empty stomach.
During the match, through the Hungry Games AI, the players’ microexpressions were monitored to identify traces of irritability and stress, in addition to monitoring and recording the performance data of the participants in the game. The following parameters were monitored: irritability, shooting accuracy, and decrease in concentration. As a result, the players who ate throughout the match won, presenting greater shooting accuracy, stability and emotional control, while the players who did not eat had higher rates of irritability and decreased concentration, factors that compromised their performance and contributed to the defeat.
The experiment was amplified with a live reaction on a Twitch channel, last Friday, 4, from Brino, a Brazilian digital influencer with over 23 million followers across his main social media platforms. He gained prominence for his authenticity and charisma, blending humor, genuine content, and discussions on important topics such as mental health. Short clips from this broadcast will be shared on the brand’s social networks.
To follow the content and news of this and other Hellmann’s actions and campaigns, stay tuned to the brand’s official channels on Instagram (@hellmannsbr), Facebook (@hellmansbrasil) and TikTok (@hellmannsbr) or on the https://www.hellmanns.com.br website.
