LevlUp
LevlUp is a German direct-to-consumer brand that develops and sells low-sugar gaming booster beverages and ready-to-drink energy drinks across 26 European markets and Australia, targeting gamers and esports athletes via influencer-led marketing and proprietary NewCaff® caffeine technology.
- Company typePrivate
- Founded2018
- HeadquartersGöttingen, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What LevlUp does
LevlUp GmbH, founded in 2018 and headquartered in Göttingen, Germany, is a direct-to-consumer gaming beverage brand that develops and sells energy drinks and powdered "gaming boosters" formulated specifically for gamers and esports users. Its core product is a low-sugar powdered drink mix (2.5g sugar per 500ml serving) containing natural flavors, vitamins, nootropics, and a proprietary caffeine ingredient marketed as NewCaff® designed to deliver sustained energy without the post-caffeine crash typical of conventional energy drinks. The portfolio also includes ready-to-drink Energy Drinks and a portfolio of limited-edition flavor variants (Galaxy Edition, Night Claw, Cactus Ice, Ruby Edition, Nuke Edition, and others), supported by a Shaker accessory line and sample packs.
The company operates as an exclusively DTC brand through its own localized e-commerce storefront, covering approximately 26 European markets plus Australia, with pricing in EUR and GBP and country-specific payment integrations (Klarna, iDEAL, MobilePay, Bancontact, EPS, Apple Pay, Google Pay, PayPal, Shop Pay, and major card networks). Go-to-market relies heavily on influencer and esports-athlete endorsements centered on German gaming creators, supplemented by Instagram-driven user-generated content, an email newsletter, and a content/magazine section on-site. Pricing is unit-based with promotional/deal SKUs at roughly €39.99 per product (€44.99 for Night Claw). The company self-reports cumulative sales of more than 100 million drinks and positions itself as Europe's most popular gaming booster brand; no revenue, funding, or valuation data is publicly disclosed. Leadership comprises co-founders and co-CEOs Martin Ratajski and Nils Schlieper, with no other executive team disclosed in the source material.
LevlUp firmographics
Firmographics- Name
- LevlUp
- Legal name
- LevlUp
- Website
- https://levlup.de
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LevlUp is a German direct-to-consumer brand that develops and sells low-sugar gaming booster beverages and ready-to-drink energy drinks across 26 European markets and Australia, targeting gamers and esports athletes via influencer-led marketing and proprietary NewCaff® caffeine technology.
- Ownership category
- akta.pro rank
LevlUp industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
- akta.pro secondary industries
- Energy Drinks & Energy Shots (CRADAHAJ), Powdered & Instant Beverage Mixes (Drink Mixes, Instant Coffee/Tea, Electrolytes) (CRADAHAN), Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH)
Keywords
Where LevlUp is headquartered
LocationHeadquarters
- HQ city
- Göttingen
- HQ country
- Germany
- HQ region
- Europe
Markets served
LevlUp business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: LevlUp generates revenue through the direct sale of their gaming booster beverages, milkshakes, energy drinks, and accessories (shakers) via their e-commerce platform. Customers purchase individual units or bundles with pricing shown for specific products (e.g., €39.99, €44.99).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard products with promotional pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
LevlUp product offering
Product offeringCore offering
LevlUp develops and sells a line of gaming-focused functional beverages, primarily a powdered "Gaming Booster" drink mix that consumers combine with water, alongside ready-to-drink Energy Drinks and branded Shaker accessories. Products are formulated with proprietary NewCaff® caffeine technology, only 2.5g of sugar per 500ml serving, natural flavors, added vitamins, and nootropics, and are sold direct-to-consumer through the company's own e-commerce storefront across European markets.
Product overview
LevlUp is a gaming supplement company offering a unified product ecosystem centered on its Gaming Booster line. The core offering consists of powdered drink mixes that users combine with water using a Shaker bottle, available in ready-to-drink Energy Drinks as well. Products are organized into three main categories: Gaming Booster (including Milkshakes and Sample sizes), Energy Drinks, and Shaker accessories. The company sells multiple flavor variants including Galaxy Edition, Cactus Ice, Night Claw, Sour Candy Edition, Ruby Edition, Shiny Fox, Blue Crush, and Nuke Edition. With over 100 million drinks sold, LevlUp positions itself as Europe's most popular gaming booster, featuring low sugar content (2.5g per 500ml), natural flavors, vitamins, Nootropics, and proprietary NewCaff caffeine technology designed to prevent caffeine crashes.
Differentiator
Problem solved
Functional benefit
Products and services
- Gaming Booster LevlUp's flagship powdered drink mix that combines with water to deliver sustained energy for gamers. Formulated with proprietary NewCaff® caffeine technology to avoid caffeine crashes, only 2.5g of sugar per 500ml serving, natural flavors, added vitamins, and nootropics. Sold direct-to-consumer across European markets.
- Energy Drinks Ready-to-drink energy beverages positioned alongside the Gaming Booster powdered line, carrying the same gaming-focused formulation philosophy (low sugar, NewCaff®, vitamins, nootropics, natural flavors) in a convenient RTD format for gamers.
- Milkshakes Powdered Gaming Booster variants designed to taste like milkshakes, expanding the flavor range of the core Gaming Booster line for gamers who prefer a creamy flavor profile.
- Proben (Samples) Smaller, trial-sized portions of Gaming Booster products offered to new customers so they can try the range before committing to a full-size purchase.
- Shaker Branded bottle designed for mixing LevlUp's powdered Gaming Booster with water, sold as a companion accessory for the powdered product line.
- Galaxy Edition Limited-edition flavor variant of the LevlUp Gaming Booster powder, listed as a bestseller at a promotional price of €39.99.
- Cactus Ice Cactus Ice flavor variant of the LevlUp Gaming Booster powder, sold alongside other editions within the Gaming Booster line.
- Night Claw Night Claw flavor variant of the LevlUp Gaming Booster powder, listed as a bestseller at a promotional price of €44.99.
- Sour Candy Edition Sour candy flavor variant of the LevlUp Gaming Booster powder, sold as part of the flavor-edition range.
- Ruby Edition Ruby Edition flavor variant of the LevlUp Gaming Booster powder, sold alongside other flavor editions in the core product line.
- Shiny Fox Shiny Fox flavor variant of the LevlUp Gaming Booster powder within the LevlUp flavor-edition range.
- Blue Crush Blue Crush flavor variant of the LevlUp Gaming Booster powder, sold as part of the flavor-edition range.
- Nuke Edition Nuke Edition flavor variant of the LevlUp Gaming Booster powder within the LevlUp flavor-edition range.
Companies that use LevlUp
Customer profileSegments3 records
Ideal customer profiles2 records
LevlUp technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature3 records
LevlUp partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights5 records
LevlUp competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
LevlUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
LevlUp leadership team
Management profileNumber of profiles
Profiles2 records
LevlUp funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LevlUp 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 LevlUp
What does LevlUp do?
LevlUp develops and sells a line of gaming-focused functional beverages, primarily a powdered "Gaming Booster" drink mix that consumers combine with water, alongside ready-to-drink Energy Drinks and branded Shaker accessories. Products are formulated with proprietary NewCaff® caffeine technology, only 2.5g of sugar per 500ml serving, natural flavors, added vitamins, and nootropics, and are sold direct-to-consumer through the company's own e-commerce storefront across European markets.
Is LevlUp a public or private company?
LevlUp is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LevlUp founded?
LevlUp was founded in 2018. It employs 51 to 100 people.
Where is LevlUp based?
LevlUp is headquartered in Göttingen, Germany, in the Europe region.
How does LevlUp make money?
One revenue line is on record: product Sales.
Does LevlUp have an API?
No public API is recorded for LevlUp.
What industry is LevlUp in?
LevlUp's product category is Functional Beverages. Its primary akta.pro industry code is CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.), with a secondary code of CRADAHAJ, Energy Drinks & Energy Shots. Its NAICS code is 3121 and its SIC code is 2080.