Advanced
Advanced is a US DTC gaming supplements brand founded in 2018, selling nootropics, hydration, energy, sleep, protein, and functional beverages via advanced.gg, a mobile app, and Amazon, supported by licensing deals with Disney, US sports leagues, and anime IP.
- Company typePrivate
- Founded2018
- HeadquartersEden Prairie, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Advanced does
Advanced is a US-based gaming-focused nutritional supplements company founded in 2018 and headquartered in Eden Prairie, Minnesota, operating under the brand name Advanced. The company develops and markets functional beverages and nootropic supplements targeted at gamers, esports athletes, and online creators, with a product portfolio that spans focus/nootropic formulas (FOCUS), energy, hydration, immunity (IMMUNITY+), sleep, protein, and "boost" lines, complemented by co-branded shaker bottles and apparel. The technical product is conventional supplement formulation layered with a deep SKU and IP strategy rather than proprietary technology.
The business model is direct-to-consumer-first, anchored by the advanced.gg e-commerce site, a companion mobile app offering app-exclusive deals, and Amazon marketplace listings. This is supplemented by a wholesale program and selective retail distribution partnerships, including a co-branded product launch with bubble tea chain Kung Fu Tea announced for 2026-02. Pricing per 30-serving jar ranges from approximately $32 to $50, with branded accessories and apparel sold at higher unit prices, yielding a blended mix of consumable repeat purchases and higher-margin collectible merchandise.
Brand reach and demand generation are driven by an unusually broad licensing and creator slate: 100+ creator collaborations, 600+ creator-designed shaker SKUs, 220+ supplement flavor SKUs, and IP partnerships with Disney, the four major US professional sports leagues (NFL, MLB, NBA, NHL), and anime properties (Gachiakuta, Haikyu!!). Manufacturing for shakers is supported by an OEM partnership with Ice Shaker. The company does not disclose revenue, funding history, leadership, or AI/ML capabilities in the available material.
Advanced firmographics
Firmographics- Name
- Advanced
- Website
- https://advanced.gg
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Short description
- Advanced is a US DTC gaming supplements brand founded in 2018, selling nootropics, hydration, energy, sleep, protein, and functional beverages via advanced.gg, a mobile app, and Amazon, supported by licensing deals with Disney, US sports leagues, and anime IP.
- Ownership category
- akta.pro rank
Advanced industry classification
Industry- Product category
- Gaming and Esports Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
- akta.pro secondary industries
- Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH), Sports/Energy/Functional Concentrate Premixes (electrolyte, caffeine, vitamin bases) (AFAFAGAG), Sports & Isotonic Drink Production (AFAFAFAB), Sports Drinks & Hydration Beverages (CRADAHAK)
Keywords
Where Advanced is headquartered
LocationHeadquarters
- HQ city
- Eden Prairie
- HQ country
- United States
- HQ region
- North America
Markets served
Advanced business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Supplement Product Sales: Direct sales of gaming supplements including Focus (caffeine-free nootropic), Energy (caffeine-based), Hydration (electrolyte), Sleep, Protein, and Boost product lines. Products sold as jars (30-serving) and stick packs with various flavor options.
- Branded Merchandise: Sale of apparel (t-shirts, hoodies, shorts, hats), collectibles (deskmats, stickers), and accessories (shaker bottles, replacement parts). Includes creator-collaborated designs and limited edition items.
- Creator Collaboration Program: Creator-designed exclusive flavors and shaker bottles with revenue sharing from limited edition product drops. Features over 100+ creator collaborations across supplements and merchandise.
- Licensing & Co-branding: Licensing partnerships with entertainment brands (Disney, anime series) and food & beverage brands (Kung Fu Tea, Dippin' Dots) for co-branded products with royalty or revenue share arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Focus Supplements - 30-serving jars |
| Unit Pricing | Pay-as-you-go | Energy Supplements - 30-serving jars |
| Unit Pricing | Pay-as-you-go | Hydration Supplements - 30-serving jars |
| Unit Pricing | Pay-as-you-go | Hydration Stick Packs |
| Unit Pricing | Pay-as-you-go | Protein Supplements |
| Unit Pricing | Pay-as-you-go | Shaker Bottles |
| Unit Pricing | Pay-as-you-go | Apparel Items |
| Unit Pricing | Pay-as-you-go | Collectibles & Accessories |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Advanced product offering
Product offeringCore offering
Advanced develops and sells functional beverages and dietary supplements formulated specifically for gamers, esports athletes, and content creators. Its product portfolio spans nootropic supplements, hydration/electrolyte supplements, and energy drinks, packaged as ready-to-drink beverages, powders, and capsules. Products are sold directly to consumers through the company's own e-commerce site, Amazon, and wholesale/retail partners.
Product overview
ADVANCED is a gaming supplement company offering a portfolio of functional beverage and supplement products designed for gamers and esports enthusiasts. The core product line consists of six supplement categories: FOCUS (caffeine-free nootropic for gaming performance), ENERGY (all-natural caffeine with L-theanine), HYDRATION (electrolyte supplement), IMMUNITY+ (Vitamin D, C, Zinc support), SLEEP (recovery), PROTEIN (whey isolate), and BOOST (wellness extracts). The company also sells branded merchandise including custom ice shakers (available in 14oz-40oz sizes), apparel, collectibles, and deskmats. ADVANCED differentiates through creator collaborations and brand partnerships (Kung Fu Tea, Dippin' Dots, Haikyu!!, Gachiakuta) and creator-designed products featuring popular gaming personalities. Products are sold primarily through advanced.gg with distribution on Amazon, and are marketed with gaming/esports cultural themes.
Differentiator
Problem solved
Functional benefit
Products and services
- Advanced Nootropic Supplement Line
- Advanced Hydration Supplement Line
- Advanced Energy Drink Line
- Advanced Limited-Edition / Creator Collaboration Drops
Quantifiable outcome
- FOCUS is marketed as the world's first nootropic supplement with clinically studied ingredient for gaming performance
- +2 more outcomes
Companies that use Advanced
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
Advanced technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Advanced partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship and minor.
- Kung Fu TeacoreStrategic partnership to launch HYDRATION+ Immunity functional beverage line during Lunar New Year. Products transform Kung Fu Tea fan-favorite flavors into caffeine-free, zero-sugar hydration mixes powered by ADVANCED's Immune Support Matrix (Vitamin D, C, Zinc). Nationwide sampling events at participating U.S. locations with products in 30-serving jars and stick packs via ADVANCED.gg and Amazon.
- Dippin' DotsflagshipCollaboration to recreate the legendary Dippin' Dots Rainbow Ice flavor as ADVANCED x Dippin' Dots 'Rainbow Ice' product. Five iconic flavors recreated in limited batch supplement form.
- GachiakutacoreAnime collaboration featuring exclusive Gachiakuta-branded Focus flavor (Vital Fluid - Raging Blood Orange), merchandise including Watchman Series Tee and Dropped Tee, and XXL mousepad deskmat.
- Haikyu!!coreAnime collaboration featuring Spiking Passionfruit Focus flavor and Karasuno Supporter Shirt. Limited edition products targeting anime/gaming crossover audience.
- AionminorGaming collaboration featuring Aion x ADVANCED branded products including exclusive flavors and merchandise.
- DisneyflagshipDisney-branded shaker bottles and merchandise. Official licensing partnership for Disney-themed products including shaker bottles, apparel, and accessories.
- Ice Shaker (OEM Partner)corePremium shaker bottle manufacturer producing ADVANCED-branded ice shakers, thermo-shift color-changing shakers, and limited edition creator collaborations in 14oz, 20oz, 26oz, 32oz, and 40oz sizes.
- Content Creator Partners (100+)coreOver 100 content creators partner for co-branded products including creator-designed flavors and shaker bottles. Includes creator official flavors program and creator limited edition products. Features prominent gaming personalities and streamers.
- NFL, MLB, NBA, NHL (Sports Leagues)flagshipOfficially licensed sports league merchandise including 4D ice shakers featuring all 32 NFL teams and major MLB, NBA, NHL team logos.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Advanced competitors and assessment
Company assessmentDirect peers
- G-Fuel: G-Fuel is the category-leading gaming energy supplement brand, selling powdered gaming/esports formulations, shaker bottles, and branded merchandise through D2C and broad retail. It is the closest direct competitor to ADVANCED in product format, target customer (gamers/esports), and distribution model.
- GamerSupps: GamerSupps sells powdered gaming supplements, energy formulas, and shaker bottles targeting the same gamer/esports demographic via D2C and influencer marketing. It competes head-to-head with ADVANCED on product format, pricing, and creator-led acquisition.
- Sneak Energy: Sneak Energy is a UK-based gaming energy brand selling powdered supplements and lifestyle merchandise, with a strong creator/influencer-led GTM and active subscription model. It is a direct competitor on product format, target customer, and community-led marketing.
- CTRL Meal Replacement: CTRL is a gamer-focused meal replacement and sustained-energy brand selling ready-to-drink shakes and supplements positioned around gaming/esports lifestyles. It overlaps ADVANCED on product category (functional nutrition for gamers) and target persona.
- Ghost Lifestyle: Ghost is a lifestyle supplements and energy brand selling protein, pre-workout, and gaming-adjacent supplements with strong flavor/collaboration branding. It competes with ADVANCED on functional supplement categories, flavor-led positioning, and lifestyle/creator marketing.
- Bucked Up: Bucked Up is a lifestyle energy and performance supplement brand selling pre-workouts, energy drinks, and gaming-adjacent products with bold branding and influencer marketing. It overlaps ADVANCED on functional supplements, flavor innovation, and direct-to-consumer sales to active-lifestyle consumers.
Emerging players
- Razer Respawn: Razer Respawn is the gaming hardware giant Razer's supplement line, selling gaming-focused functional drinks and powders. It is an emerging player with category overlap, leveraging Razer's hardware ecosystem rather than competing head-to-head as a standalone supplements brand.
- Liquid Death: Liquid Death is a lifestyle beverage brand selling canned water and energy drinks with disruptive branding and heavy entertainment/influencer marketing. It is comparable to ADVANCED on lifestyle branding, limited-edition collaborations, and content-driven marketing rather than direct product overlap.
Broad incumbents
- Celsius Holdings: Celsius is a publicly traded functional energy beverage brand selling ready-to-drink fitness/energy drinks via D2C and broad retail. It is a broader incumbent in the functional beverage space that competes with ADVANCED on energy/hydration occasions rather than gaming-specific positioning.
- Optimum Nutrition (Glanbia): Optimum Nutrition is a mass-market sports nutrition brand owned by Glanbia, selling protein, hydration, and performance supplements globally. It is a broad incumbent that competes with ADVANCED in PROTEIN and HYDRATION categories via traditional sports nutrition distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Advanced social profiles
Digital presenceAdvanced financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advanced leadership team
Management profileNumber of profiles
Advanced funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advanced M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Advanced
What does Advanced do?
Advanced develops and sells functional beverages and dietary supplements formulated specifically for gamers, esports athletes, and content creators. Its product portfolio spans nootropic supplements, hydration/electrolyte supplements, and energy drinks, packaged as ready-to-drink beverages, powders, and capsules. Products are sold directly to consumers through the company's own e-commerce site, Amazon, and wholesale/retail partners.
Is Advanced a public or private company?
Advanced is a private company. It is classified as unknown and is currently operating.
When was Advanced founded?
Advanced was founded in 2018.
Where is Advanced based?
Advanced is headquartered in Eden Prairie, United States, in the North America region.
How does Advanced make money?
Four revenue lines are on record. Supplement Product Sales are the primary driver. The others are branded Merchandise, creator Collaboration Program and licensing & Co-branding.
Who are Advanced's main competitors?
Direct peers on record are G-Fuel, GamerSupps, Sneak Energy, CTRL Meal Replacement, Ghost Lifestyle and Bucked Up. Emerging players are Razer Respawn and Liquid Death. Broad incumbents are Celsius Holdings and Optimum Nutrition (Glanbia).
Does Advanced have an API?
No public API is recorded for Advanced.
What industry is Advanced in?
Advanced's product category is Gaming and Esports Nutritional Supplements. Its primary akta.pro industry code is CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.), with a secondary code of AFAFABAH, Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics). Its NAICS code is 456191 and its SIC code is 2833.