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In-depth analysis report-IPFS and Filecoin

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Intro:

The current situation of Filecoin is not optimistic as negative news emerges frequently. Can IPFS really be implemented on a large scale? Whether multiple futures products on the market can solve the current situation of Filecoin? And what kind of role can IPFS play in the future? This article will provide an in-depth analysis from a third-party perspective.

On October 15th, with the launch of mainnet, Filecoin finally opened its final chapter   after preparing for three years. However, IPFS did not meet people’s expectations, and even various negative events happened one after another. What is the future of Filecoin?

Why IPFS was born?  

To trace the origin of Filecoin, we must start with IPFS. The birth of IPFS is closely related to the current status of the Internet.

Internet technology has three basics elements: computing power, storage, and bandwidth, especially in the storage sector. Information storage can be said to be the foundation of the entire Internet. The storage methods HTTP used by the traditional Internet underlying protocol are centralized. That is to say, the traditional Internet needs to establish a centralized storage node first, and then connect all the terminals in the network through the HTTP protocol, and on this basis, to serve various applications in the Internet.

In general, centralized storage has three disadvantages:

First, the storage and transmission efficiency is low;

Second, the data security has serious problems;

Third, the storage cost is high.

In response to the shortcomings of these centralized storage, in 2014, Juan Benet, a computer doctor of Stanford University, innovatively proposed a concept of distributed storage to optimize the Internet system.

In May 2014, Juan Benet launched the IPFS Interplanetary File System, and got a huge investment in the YCombinator incubation competition in 2015, and finally established the development team Protocol Labs to build the IPFS system.

IPFS is essentially an underlying Internet protocol for hard-disk sharing. It is a storage network that allows people to share their idle storage space and obtain revenue.

The files stored in the IPFS network are broken up into several 256 kb file fragments through a special encryption algorithm, and then these file fragments are scattered and stored on the servers of miners around the world. When users need data, they only need to input instructions, and the nearest nodes that store the same data will transmit data to users at the same time.

IPFS can effectively reduce the possibility of high concurrency while greatly improving the efficiency of data transmission. The emergence of IPFS is indeed a revolution in Internet storage. Here’s an analogy: if all vehicles are driving on the same road, it is very likely to cause traffic congestion or paralysis. If there are multiple roads to choose from when the vehicle departs, the probability of congestion will be much reduced.

The working principle of IPFS is to divide the data into parts and store them in different nodes. What each node gets is not all of the data, but a 256kb file fragment. Therefore, the distributed storage method of IPFS can also effectively avoid security issues such as natural disasters, hacker attacks, and data leakage. At the same time, compared with HTTP, IPFS greatly saves bandwidth resources and reduces data redundancy. So this is why IPFS is so popular in the world and it is so important.

The application situation of IPFS

Based on its decentralized characteristics, IPFS received huge financial investments at the beginning of the project, including Bole YCombinator, Sequoia Capital, Winklevoss Brothers, Digital Currency Group, Stanford University, Anderson Horowitz Fund, FC Emerging Network Equity Crowdfunding Institution, Union Square Ventures USV etc., with a total financing of more than 257 million US dollars. However, these investments are to obtain equity in the parent company, and Filecoin did not give the investors any token commitments. It was not until August this year that IPFS Labs compromised and promised to give these shareholders in the form of tokens.

IPFS, which is born with gold, is also fully blooming in terms of real market applications. First, let’s look at the application of search engines.

Firefox product manager Mike Conca published an article on Mozilla’s official website stating that Firefox’s browser extension applications support distributed protocols including IPFS, that is, supporting for the “ipfs://” protocol.

Google Chrome is also adding a plug-in IPFS Companion to the extended application to help users better run and manage their own nodes locally, and view the resource information of IPFS nodes at any time.

Opera browser has cooperated with IPFS for a long time. Its Android version of Opera browser has launched IPFS support and developed crypto wallet in the browser with Android, iOS and desktop versions.

In addition to the three major engine browsers, there are also IPSE and Poseidon search engines. These two search engines are both search engines based on the IPFS network and mainly serve for blockchain projects.

The second is file transfer applications. IPFS already has some application carriers, including Partyshare, Pinata and IPWB. For example, Partyshare is an open source file sharing application built on the peer-to-peer hypermedia protocol IPFS, which allows users to share files using IPFS.

In community and e-commerce applications, applications like Indorse, Steepshot, Peepeth, Origin, Open Bazaar, etc. have also appeared. All of the above applications use the IPFS protocol.

On the whole, although the total number of IPFS related applications has reached nearly one hundred, the application of IPFS on the three mainstream engines is only in the form of a plug-in, and file transfer is only to improve the storage needs of IPFS. Peripheral applications are also on some related blockchain platforms, and there is no large-scale implementation.

IPFS tries to move towards a path of full coverage in the blockchain application industry. Compared with the reports that the media claimed that IPFS will replace HTTP and subvert the entire Internet when IPFS was first born, IPFS has not been possible to complete that goal in recent years or more than a decade. The most prominent ability of IPFS is its decentralized storage capacity in a specific range. Blockchain is only a portrayal of database technology. For a behemoth like HTTP, IPFS currently does not have any practical application capabilities to shake it. IPFS still has a long way to go.

The incentive layer Filecoin

The association between Filecoin and IPFS is simple. Filecoin is the incentive layer on the IPFS protocol. To put it another way: IPFS is not a blockchain, nor a certain token, but an Internet protocol. Filecoin is the IPFS protocol token, a payment transaction token for distributed storage nodes under the IPFS protocol. Its purpose is to reflect the financial value of IPFS in the form of tokens for market circulation and transactions.

Filecoin’s blocks run on a new type of proof mechanism called “space-time proof”, and will be mined by miners who store data. The Filecoin protocol does not rely on a network consisting of a single coordinated and independent storage provider to provide data storage and retrieval services, among which:

(1) The user pays tokens for data storage and retrieval,

(2) Storage miners earn tokens by providing storage space,

(3) Search miners to provide data services to earn tokens.

Filecoin turns cloud storage into an algorithmic market. This algorithm market is based on a local protocol, Filecoin (FIL), where miners can obtain by providing storage to customers.

In turn, customers spend Filecoin to obtain storage space.

Filecoin was questioned when it went online

Filecoin token distribution rules are as follows:

The total upper limit of Filecoin is 2 billion, called FIL_BASE. In the distribution of Filecoin’s genesis block, 30% is allocated to financing, Protocol Labs and Filecoin Foundation. among them:

10% of FIL_BASE is allocated to financing institutions, 7.5% of this 10% is sold, and the remaining 2.5% will be used for ecological development, follow-up financing and other purposes.

15% of FIL_BASE is allocated to the protocol laboratory (including 4.5% to the laboratory team and contributors), and the final 5% is allocated to the Filecoin Foundation.

The remaining 70% is allocated to Filecoin miners as mining rewards for providing data storage services, maintaining blockchain, distributing data, running contracts, etc.

Over time, these rewards will support multiple types of mining, so this section will be broken down to cover different types of mining activities. The following is all the distribution rules of Filecoin tokens.

At 22:44 pm on October 15, 2020, Filecoin mainnet was finally officially launched. During the space race, miners were able to mine at a maximum rate of 1PB per day. On the second day of the mainnet launch, the leading miners collectively protested the strike and stopped increasing their computing power. Behind this was the helplessness of the miners.

On the morning of October 18th, less than three days after the launch of Filecoin mainnet, Filecoin official sensed the tremendous pressure from miners. Filecoin core staff Molly posted on Slack that the FIP-0004 proposal has been received by the community, and the content of the proposal will be applied when Filecoin network is updated next week, that is, 25% of storage miner block rewards will be released directly, and the other 75% will still be linearly released at 180 days.

On the morning of October 21st, Filecoin official momack2 posted the latest news on the slack channel saying: “The Lotus 1.1.0 version will be launched. The biggest highlight of this version is the FIP-4 proposal that has been passed a few days ago. The passage of the proposal means that 25% of the block rewards for storage miners can be released immediately.”

Many miners and crypto investors did not approve of this official move. The official retreat may be able to solve the current market problems, but the changes in the rules and models have made many people feel the crisis of trust in Filecoin. The biggest feature of the blockchain is the trust mechanism. Even if the good news is based on the change of the mechanism model, it is difficult to convince miners. After all, while some people benefit, some people will suffer losses.

The number of miners is not as expected and the market is bleak

Let’s look at the market participation status of Filecoin. In addition to Filecoin’s trust crisis in China market, PANEWS found in a Filecoin-related questionnaire survey conducted by worldwide investors that foreign users are not very interested in Filecoin.

PANEWS interviewed 22 interviewees in total, most of whom have more than three years of experience in the crypto circle. Of the 22 respondents, 19 respondents have heard of Filecoin, accounting for 86%. Only 22.7% knew about Filecoin and IPFS, and only 13.6% had participated in Filecoin mining or purchased FIL tokens and futures.

Among them, many interviewees claimed: They are not optimistic about Filecoin, and the it is more like a hype. Compared with participating in Filecoin’s ecology, people are more willing to use Filecoin to make quick money. In addition, some investors also believe that: Filecoin should not allow miners to bear mining pressure and legal risks at the same time.

In addition, there are some professionals who are not optimistic about IPFS, claiming that the underlying protocol of IPFS is still not comparable to existing cloud storage solutions such as Dropbox, iCloud, and Google, let alone to challenge and replace them.

More facts prove that Chinese miners account for 80% of Filecoin miners. Juan also stated it on Twitter: Thousands of miners around the world are using Filecoin. The vast majority are Chinese miners. In the FILFOX browser, almost all of the top ten mining nodes are from China.

Filecoin conspiracy theory

This wave of disputes among miners has not yet settled, and Filecoin’s price performance in the secondary market has also plunged. The data website shows that the current price of FIL is 24.3 US dollars, which is too far away from the expectation that the price of around 200 US dollars when it was launched.

Within a few days of the mainnet just being launched, 1.5 million FIL tokens were transferred from an unknown address, and 800,000 FIL was transferred to Huobi Exchange. According to Filecoin’s unlocking plan, early investors, officials and miners should unlock only 500,000 coins on the first day. With the official promise that FIL tokens will not be sold in the early days, where do these tokens come from? 

In response, Filecoin team gave an official response, calling this unknown account an official account. The transfer of these FIL tokens is mainly to ensure market stability. The tokens are bought and sold on exchanges to provide market liquidity, stabilize price, and correct imbalanced incentives for miners. The transfer of these tokens is not a FIL sale by Protocol Labs. The market-making plan is for the benefit of the community to ensure that there is liquidity in the market at the beginning and maintain price.

On October 20th, another 30,000 FIL were transferred from an unknown address. As of the date of publication, the official team has transferred 909,000 FIL. If calculating on the basis of the price of FIL at 170 dollars when it was launched, the total value is more than 150 million dollars. Even if at the current market price which is 20 dollars, the value of these FIL is more than 20 million dollars.

Large amount of FIL flew into the market, and small investors are the biggest losers in the secondary market. The plunge in the price of FIL has a lot to do with the fact that the test coin can be bought and sold as the mainnet coin. According to Filecoin’s official statement before, all sectors in the space race zone 1 and 2 will be migrated to the main network, and the pledge of these sectors and the block rewards obtained will also be migrated to the mainnet. The encapsulated effective computing power, pledged FIL and mined FIL test coins will be migrated to the mainnet in a certain proportion.

However, after the mainnet went live, the flow of test coins was directly transferred to exchanges for trading, which also allowed the miners who dominated the space race to gain a lot of FIL. While those who hold FIL are rejoicing in absenteeism, it is a disaster for those who do not own FIL and the small investors in the secondary market.

In response to this incident, Filecoin official members explained that the test coin can be directly used as the mainnet coin is a special design, not a “bug”. This is to ensure the security of the network. The miners sold tens of millions of FIL immediately after the mainnet went live, which was “seriously exaggerated”, and the actual amount sold was only 1/10 to 1/100 of the number mentioned in the report. Regardless of the amount of data, it is undeniable that the selling behavior of these miners is one of the factors that contributed to the plunge in FIL price. And from the official explanation, it is obvious that it is to provide shelter for these absenteeism, and the so-called absenteeism is very likely to be an official black-box operation.

The reputation and price of FIL have both encountered Waterloo. Juan Benet sent dozens of Twitter to refute rumors and respond, but the fact that Filecoin is going down cannot be concealed. The only incentive layer, Filecoin, is in a deep development dilemma and it is difficult to survive. This makes the future path of trying to subvert the entire Internet application layer protocol standard IPFS again full of variables.

QFIL and FIL futures products

Back to the secondary trading market, FIL price plunged. Excluding mining income, FIL’s acquisition channels are more important in the early stage from exchanges. Before FIL is officially launched, FIL’s futures products have been the highlight.

Let’s take a look first, what are the futures products in the market?

FIL6: 6-month FIL futures products, with the same redemption period, which is 180 liner release period as the same as mining rules;

FIL12: 12-month FIL futures product;

FIL36: 36-month FIL futures product.

Based on the popularity of Filecoin, many exchanges have launched FIL futures in the early stage.

Among them, the QFIL product launched by QuickCash (QC issuer) and first released on the ZB.com platform has been popular by many users. Because QFIL supports redemption within 15-30 days after FIL goes online, it is faster than many 6-month/12-month futures. In addition, QFIL is an ERC20 token and supports DeFi mining. At present, ZB.com has also supported depositing QFIL to QC (1:1 stablecoin anchored to offshore CNY), and the price of QFIL, which supports multiple game modes, has surpassed FIL once.

(QFIL 1-hour chart on ZB.com)

Conclusion

Futures products like QFIL can solve the liquidity problem of FIL to a certain extent and also inject new market momentum into the development of FIL.

As far as the status quo of Filecoin is concerned, the future of Filecoin requires the efforts of various aspects. Filecoin bears the expectations of too many investors, but blindly pursuing investment returns will only destroy it. Only by continuously improving its own mechanism and strengthening its application can IPFS go further and further.

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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Press Release

A Tribute to DJ Kay Slay — From JDLINO Brand, Friends, and FELITWO

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Some people play music.  

Some people move the culture.  

DJ Kay Slay did both — and he did it with a force that New York City will never forget.

Today, JDLINO Brand, our extended family of friends, Big City Prom, and rising artist Felitwo come together to honor a man whose legacy is woven into the DNA of hip‑hop itself.

 The Drama King: A Voice That Defined an Era

Kay Slay wasn’t just a DJ on Hot 97 — he was the pulse of the streets.  

He broke artists, broke barriers, and broke silence. When he spoke, the city leaned in. When he dropped a tape, the whole culture shifted.

He gave a platform to the hungry.  

He amplified the voices that deserved to be heard.  

He protected the authenticity of hip‑hop like a guardian of the craft.

 A Legacy of Loyalty, Strength, and Vision

At JDLINO Brand, we saw firsthand how Kay Slay moved — with integrity, with passion, and with a deep love for the culture. He wasn’t just a gatekeeper; he was a bridge. He connected generations, neighborhoods, and movements.

He didn’t just support artists — he believed in them.

He brought energy to our stages, credibility to our events, and inspiration to everyone grinding to build something real in this city.

He showed us what it meant to hustle with purpose.  

He showed us what it meant to stand tall in your truth.

 Felitwo: An Upcoming Artist Inspired by a King

For Felitwo, an emerging voice in the next wave of hip‑hop, Kay Slay’s influence is personal.  

Growing up listening to The Drama King, Felitwo saw what it meant to be fearless, to be original, to be unapologetically yourself in a world that tries to shape you.

Kay Slay represented possibility — the idea that talent from any block, any borough, any background could rise if given a chance.

Felitwo carries that spirit forward, honoring the blueprint Kay Slay left behind.

 The Culture Lost a King — But His Crown Lives On

Kay Slay’s passing left a void, but it also left a legacy that will outlive all of us.  

His voice may no longer echo through the Hot 97 airwaves, but his fingerprints are everywhere — in the artists he championed, the mixtapes he immortalized, and the culture he protected with everything he had. Click here for “Felitwo Music Details

 From JDLINO Brand, Friends, and FELITWO

We say thank you.  

Thank you for the music.  

Thank you for the mentorship.  

Thank you for the courage.  

Thank you for the legacy.

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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GCL Announces the Global Console and PC Version 1.0 Release of ‘Realm of Ink’

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SINGAPORE – GCL Global Holdings Ltd (Nasdaq: GCL) (“GCL” or the “Company”), a leading provider of games and entertainment, today announced that its publishing subsidiary, 4Divinity Pte. Ltd. (“4Divinity”),  together with developer Leap Studio, has officially launched  “Realm of Ink,” the highly anticipated fast-paced action roguelite. The game is now available in its full V1.0 release for PC via Steam and Epic Games Store, alongside launches on PlayStation 5, Xbox Series, and Nintendo Switch.

Blending breathtaking Chinese-inspired ink art, fluid 2.5D visuals, and lightning-fast combat, “Realm of Ink” follows Red, a relentless swordswoman trapped within a world written in ink. As she hunts the mysterious Fox Demon, Red uncovers a devastating truth: her fate has already been written within the pages of a book. To escape, she must battle through illusion, challenge fate itself, and carve a new destiny one page at a time.

In “Realm of Ink,” death is only the beginning. Each defeat returns Red to the Inn, a sanctuary filled with allies, upgrades, unlockable combat forms, and new opportunities to reshape every future run. More than cosmetic variations, each playable form introduces distinct weapons, skills, combat identity, and powerful build possibilities, encouraging players to experiment with new strategies, elemental Ink Gems, and evolving relic combinations as they fight deeper into the Ink Realm.

“Today’s launch of ‘Realm of Ink’ marks an exciting milestone for GCL and our publishing team at 4Divinity,” said Sebastian Toke, Group CEO at GCL. “From its breathtaking ink-inspired art style to the fast-paced, rewarding gameplay, ‘Realm of Ink’ represents the kind of bold, high-quality interactive entertainment we are committed to bringing to players around the world. We are incredibly proud of what Leap Studio has created and grateful for the passion and support the community has shown throughout development. With the game now having exited Early Access on Steam and launching globally across PC and consoles, we look forward to seeing players immerse themselves in the Ink Realm and experience this unforgettable journey firsthand.”

To celebrate today’s launch, 4Divinity has unveiled a new trailer featuring never-before-seen gameplay and stunning cinematics. Offering fans the most exciting look yet at the game’s brutal combat, haunting ink-painted environments, and evolving narrative, the trailer welcomes players into the beautifully crafted world of “Realm of Ink” as it launches worldwide today.

In support of the full launch, Leap Studio is also excited to announce a special crossover collaboration with 91Act, bringing content inspired by “BlazBlue Entropy Effect” into the Ink Realm.

Available now as part of the ‘Realm of Ink’ launch update, players can unlock Oread, the formidable Stage 4 boss from “BlazBlue Entropy Effect,” as a fully playable character form. Entering the battlefield with devastating style, Oread arrives equipped with a powerful new Ink Gem, two exclusive Ink Pet skins, and unique perks designed to complement her aggressive combat abilities, opening up bold new build possibilities for players ready to master her relentless fighting style.

About “Realm of Ink”

“Realm of Ink” is a fast-paced, ink-washed action roguelite where the line between fate and freedom begins to blur. As the protagonist Red pursues the Fox Demon, she discovers she exists inside a story not of her own making, and the only path to freedom is rebellion.

Within this living manuscript, every death reshapes the narrative. Players unlock new combat forms, supernatural abilities, and evolving Story Relics that transform each run into a new battle for survival. Along the way, they will confront powerful bosses guarding the truth behind the Ink Realm and encounter more than 20 mythical beings inspired by Chinese folklore and literature.

With every slash, revelation, and rebirth, players move closer to breaking the cycle and writing their own ending.

Key Features

  • Endless Cycles & Rebirth: Break free from prewritten fate as you unlock powerful new forms with every run. Harness the Fox Demon’s immortal abilities, uncover evolving Story Relics, and challenge four unique bosses standing between you and the truth.
  • Creative, Fierce & Fluid Combat: Master nine distinct combat forms and weapons, each with unique playstyles. Equip more than 40 elemental Ink Gems to forge devastating synergies and enhance your build with over 200 unlockable perks and artifacts.
  • Evolving Ink Pets: Fight alongside deadly Ink Pets capable of evolving into more than 15 unique forms depending on your chosen Ink Gem combinations and combat style.
  • A Vibrant Eastern Fantasy World: Explore four atmospheric realms inspired by Chinese folklore, battle more than 20 mythical creatures, and uncover hidden stories through lore encounters and character interactions.

Download the press kit here

Request review code is available now! Request your copy here.

For more information on Realm of Ink, follow 4Divinity on

Twitter:https://x.com/4DivinityGames,

Instagram:https://www.instagram.com/4divinity.asia/

Facebook:https://www.facebook.com/4DivinityOfficial

Discord:https://discord.gg/k6UxDs5mqW

About GCL Global Holdings

GCL Global Holdings Ltd. (“GCL”) is a holding company incorporated in the Cayman Islands (GCL together with its subsidiaries, the “GCL Group”).  Through its operating subsidiaries, GCL Group unites people through its ecosystem of content and hardware in games and entertainment, enabling creators to deliver engaging experiences to gaming communities worldwide with a strategic focus on the rapidly expanding Asian gaming market.

Drawing on a deep understanding of gaming trends and market dynamics, GCL Group leverages its diverse portfolio of digital and physical content as well as multimedia peripherals to bridge cultures and reach a global audience by introducing Asian-developed IP across consoles and PCs. Learn more at https://www.gclglobalholdings.com/ 

About 4Divinity

4Divinity Pte. Ltd. is a digital and retail games publishing company and an indirect majority-owned subsidiary of GCL, focused on bringing exciting game content from around the world to Asia and introducing Asian content to a global market. By combining regional insights with international reach, 4Divinity also partners with publishers and development studios to introduce brand-new IP to the region. Learn more at https://www.4divinity.com/ 

Forward-Looking Statements

This press release includes “forward-looking statements” made under the “safe harbor” provisions of the U.S. Private Securities Litigation Reform Act of 1995, and may be identified by the use of words such as “estimate,” “plan,” “project,” “forecast,” “intend,” “will,” “expect,” “anticipate,” “believe,” “seek,” “target” or other similar expressions that predict or indicate future events or trends or that are not statements of historical matters. These forward-looking statements may also include, but are not limited to, statements regarding projections, estimates and forecasts of revenue and other financial and performance metrics, projections of market opportunity and expectations, the estimated implied enterprise value of GCL, GCL’s ability to scale and grow its business, the advantages and expected growth of GCL, and GCL’s ability to source and retain creative talent and publish games.  These statements are based on various assumptions, whether or not identified in this press release, and on the current expectations of GCL’s management and are not predictions of actual performance.

These statements involve risks, uncertainties and other factors that may cause actual results, levels of activity, performance, or achievements to be materially different from those expressed or implied by these forward-looking statements. Although GCL believes that it has a reasonable basis for each forward-looking statement contained in this press release, GCL cautions you that these statements are based on a combination of facts and factors currently known and projections of the future, which are inherently uncertain. In addition, there are risks and uncertainties described in GCL’s annual report on Form 20-F for the fiscal year ended March 31, 2025, as amended, and other documents filed by GCL from time to time with the SEC. These filings may identify and address other important risks and uncertainties that could cause actual events and results to differ materially from those contained in the forward-looking statements. GCL cannot assure you that the forward-looking statements in this press release will prove to be accurate. There may be additional risks that GCL presently knows or that GCL currently believes are immaterial that could also cause actual results to differ from those contained in the forward-looking statements. In light of the significant uncertainties in these forward-looking statements, nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. The forward-looking statements in this press release represent the views of GCL as of the date of this press release. Subsequent events and developments may cause those views to change. However, while GCL may update these forward-looking statements in the future, there is no current intention to do so, except to the extent required by applicable law. You should, therefore, not rely on these forward-looking statements as representing the views of GCL as of any date subsequent to the date of this press release. Except as may be required by law, GCL does not undertake any duty to update these forward-looking statements.

GCL Investor Relations:

Crocker Coulson

crocker.coulson@aumadvisors.com

(646) 652-7185

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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Energy drinks: $83 billion category, zero global quality benchmark. Until now.

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A new independent global ranking has exposed something the industry preferred to leave unexamined: energy drinks are not one category. They are two – and the divide runs straight down the Atlantic.

MONTREAL, QC – 27/05/2026 – (SeaPRwire) – When you pick up an energy drink in Frankfurt, you are most likely picking up a pasteurised beverage made with real sugar, a meaningful vitamin stack, and an ingredient list short enough to read in under ten seconds. When you pick up what is marketed as the same product category in Houston, you are, in all statistical likelihood, drinking an artificially sweetened, chemically preserved formulation that bears almost no resemblance to its European equivalent beyond the can format and the caffeine content. Same shelf. Same category name. Fundamentally different product.

This is not a matter of opinion or consumer preference. It is now a matter of documented fact – and the study that documented it, published this month by independent German beverage professional Pat Eckert under the banner of the Six Continents Index (SCI), is the first serious attempt anyone has made to compare energy drinks on a global basis using objective, measurable criteria.

The findings are striking enough on their own terms. But their broader implication – that the world’s largest energy drink market has, over time, quietly optimised for margin rather than product quality – raises questions that go well beyond any single study.

What an energy drink is supposed to be

The category is older than most people assume. The correct answer is Japan, 1962, when Lipovitan-D was launched as a functional health tonic for a hardworking, health-conscious, largely white-collar population – built around a clear physiological promise, with sugar as one of its core ingredients. The global spread of the format came later, and with it, in certain markets, a gradual drift from that original intent.

Before examining what the study found, it is worth asking what a consumer actually expects from an energy drink. The answer covers several things: sustained energy, immediate alertness, and functional support from vitamins and other active ingredients. But the foundation – the one the category name is built on – is energy itself, and that has a specific physiological meaning. Carbohydrates, including sugar, are the primary fuel source for both the body and the brain. Glucose is what muscles run on and what the brain demands in quantity when concentration and alertness are required. An energy drink that contains no sugar – or that replaces it entirely with artificial sweeteners that deliver sweetness without caloric content – is not, in any meaningful sense, an energy drink. It is a flavoured caffeine delivery mechanism.

This is not a fringe position. It is basic nutritional science, and it matters when evaluating a category in which “zero” and “sugar-free” variants have proliferated to the point where, in some markets, they now represent the majority of shelf space. The logic of drinking a zero-energy product and expecting an energy outcome is roughly equivalent to ordering a decaffeinated coffee and expecting to feel alert. The category name is making a promise. In many cases, the formulation is not keeping it.

The SCI was not a desk exercise. Eckert and his team spent roughly six months collecting energy drinks from all six inhabited continents – not just the obvious markets of the United States, Germany, UK and Japan, but extending to Nepal, Kenya, Mauritius, Chile, New Zealand, and dozens of markets in between. The result was a sample spanning virtually every corner of the global category, assembled product by product, market by market. The assessment framework applied to each of them covered 36 criteria: for example caffeine content and declaration, sugar quantity and type, sugar-to-caffeine balance, vitamin content, preservation method, label readability, packaging integrity, traceability, and label transparency – built around what a consumer has a reasonable right to expect from a product in this category. No taste testing, no jury votes, no brand popularity or marketing spend factored into the score. Only what could be objectively verified on the product itself. Top-performing products were submitted for independent Swiss laboratory analysis to validate what the label claimed.

A category, or two categories sharing a name?

The continental findings of the SCI read less like a market analysis and more like a study of two parallel industries that happen to use the same distribution channel.

In Europe, 85.7 per cent of energy drinks assessed had been pasteurised – the same heat-treatment process used in quality food and beverage production for over a century, and one that eliminates the need for artificial preservatives. In North America, that figure was 12 per cent. In Asia, 78.9 per cent of products used real sugar. In North America, 8 per cent did. Some 84 per cent of North American energy drinks relied entirely on artificial sweeteners – a figure that stood at 4.2 per cent in Europe and was near zero across Asia, Australia, South America, and Africa. Australian products averaged 4.2 vitamins per serving; North American products averaged 2.9.

The analogy that comes to mind is beer. The craft movement of the past two decades has repeatedly made the point that mass-market lager and a carefully brewed artisanal ale are related by category name and little else. The beverage industry has also seen the rise of alcohol-free beer – a product that answers a real consumer need, occupies the same shelf, and uses the same brand architecture as its alcoholic counterpart. Nobody seriously argues that non-alcoholic beer is the ‘real’ beer, however. Real beer has alcohol. Real wine has alcohol. Real energy drinks, by the logic of their own name, should have energy – meaning, above all, carbohydrates. The zero-sugar variant is a legitimate product with a legitimate market. But it should not be confused with the article it is imitating.

The health debate around energy drinks follows a similar pattern of category confusion. Concerns about the category are frequently generalised from the worst-formulated examples to the entire shelf. This is not a methodology that would be applied to any other food or beverage category. A sausage made with poor-quality mechanically recovered meat and a high preservative load is a different product from one made with high-welfare pork, natural casings, and no additives beyond salt and spice – yet both sit in the same supermarket aisle under the same category label. The relevant question is not whether sausages are healthy or unhealthy. It is what is in this sausage. The same logic applies to energy drinks, and it is the logic the SCI was built to apply.

Quantity matters independently of quality. Three litres of an entirely natural chicken broth will make most people feel unwell. This is not an argument against chicken broth. Overconsumption of almost anything produces negative outcomes. The energy drink category has suffered from a persistent conflation of formulation concerns with consumption concerns, and the result has been a debate that generates more heat than light. What the SCI provides, for the first time, is a framework for the formulation question specifically – separating it from consumption patterns and allowing product quality to be evaluated on its own merits.

North America’s uncomfortable result

The SCI ranked North America last overall among the six continental regions assessed. For the world’s largest energy drink market by revenue, this is a result that demands some explanation.

The most plausible one is competitive economics. The North American energy drink market is extraordinarily concentrated, with the top two or three brands together commanding the large majority of category revenue. In a market that competitive, the pressure on all participants is to protect margin. Artificial sweeteners cost a fraction of real sugar. Synthetic preservatives are cheaper than pasteurisation infrastructure. Vitamin inclusion adds cost without necessarily driving volume in a consumer environment where the functional credential of “energy” is dominated by caffeine and sweetness perception rather than by the full ingredient profile.

The result is a market that has, over decades of intense competition, rationalised its way to formulations that serve producer economics more reliably than consumer nutritional expectations. This is not unique to energy drinks – it is a well-documented dynamic in high-competition FMCG categories generally. But it is notable that it has occurred in the market that, by revenue, appears to be winning.

Europe, meanwhile, has retained formulation practices that are closer to the original product concept. Pasteurisation remains the norm. Real sugar remains the primary sweetener for the majority of products. The vitamin stack is fuller. This is partly a function of regulatory environment – the EU maintains stricter standards on certain additives than the FDA – and partly a function of a market that developed somewhat later and in a more competitive multi-brand environment from the outset, leaving less room for the cost-reduction trajectories that concentrated markets tend to produce.

Finally, a rating system

The beverage industry has long had objective quality frameworks for wine, mineral water, and spirits. Cars are safety-rated. Hotels are star-classified. Food products carry nutritional scoring systems of varying sophistication across different markets. Energy drinks – a category worth approximately $83 billion in global retail value in 2025, forecast to approach $116 billion by 2030 – have had none of this. Consumers buying an energy drink have had no independent, methodologically transparent basis for comparing what they were buying against alternatives. Marketing spend, shelf placement, and brand familiarity have filled the gap.

The SCI does not fill that gap entirely – it is a first assessment, not a permanent institutional framework, and its methodology will no doubt be interrogated and refined over time. But it establishes the principle that the category can be evaluated objectively, and that the results of that evaluation are both informative and commercially significant.

The question of aspartame illustrates why this matters. The sweetener – classified by the WHO’s International Agency for Research on Cancer as “possibly carcinogenic to humans”, a Group 2B classification – appeared in 10.5 per cent of products assessed globally, with 43 per cent of those aspartame-containing products found in Africa. The classification does not mean aspartame causes cancer; it means the evidence is sufficient to warrant ongoing scrutiny. A consumer with access to that information might reasonably prefer a product that does not use it. Until now, there has been no systematic global tool for identifying which products do and do not.

The brand at the top of the table

The highest-scoring brand in the SCI – on objective ingredient quality, formulation standards, and label transparency, with no weighting for taste, marketing, or popularity – is one that most consumers in the United States will not have encountered. HELL Energy, founded in Hungary in 2006, is not a household name in North America. It is, however, one of the largest energy drink manufacturers in the world by production volume, operating a megafactory with a combined annual capacity of ten billion cans, certified to the highest international food safety standards.

The brand is available in 60+ countries and holds category leadership in Hungary, its home market, where it commands a market share consistently around 65 per cent. In other markets where HELL leads, the brand typically holds 49–68 per cent market share. In India – one of the most logistically and competitively demanding consumer markets on earth – it achieved category leadership in under five years. So it is not a small or unproven player. It is simply one that has not prioritised the North American market, where the competitive barriers to entry and the margin pressures on formulation quality are both at their most extreme. Notably, despite its scale and quality credentials, HELL typically sits on the shelf at around half the price of the global category leader – a combination that, in the markets where it competes, has proven difficult to argue against.

Its position at the top of the SCI is consistent with a product philosophy that has prioritised ingredient quality over cost reduction. The brand uses no artificial preservatives, no aspartame, and real sugar in its standard formulations. These are not unusual choices in the European context. They are, however, choices that distinguish it sharply from the formulation norms of the world’s most valuable energy drink market.

The marketing history is worth noting, not because it is the basis for the ranking – it emphatically is not – but because it illustrates a pattern of deliberate strategic positioning over two decades. The brand entered Formula 1 sponsorship at a point when that association carried category credibility, then exited before the returns diminished. Bruce Willis fronted global campaigns for six consecutive years. The successor chosen – Michele Morrone, a strikingly handsome Italian actor and former model for a number of international fashion brands, whose career was at an early stage when the partnership began – has since appeared alongside Sidney Sweeney and is in upcoming productions with Sir Anthony Hopkins, Al Pacino, Jessica Alba, and Andy Garcia. The instinct for identifying cultural traction before it becomes expensive has been consistent.

It does, however, suggest that a brand capable of that quality of market timing over twenty years is unlikely to be sitting still on formulation either.

What this means for the category

The energy drink market is, in one sense, two markets that have been allowed to share a name for long enough that the distinction has become invisible. The publication of the SCI makes that distinction visible, and the question now is whether the market responds.

The organic food and beverage movement offers a partial precedent. Products positioned on ingredient quality and transparency were, for much of the 1990s and 2000s, treated as niche and overpriced. They eventually found their mainstream. The process was slow and required both consumer education and retail willingness to give quality-positioned products shelf space alongside cheaper alternatives. The energy drink category is earlier in that process, but the direction of travel – in regulatory terms, in consumer awareness terms, and now in independent assessment terms – is not difficult to read.

For distributors and retailers assessing which brands to build positions around over the next decade, the arrival of an objective global quality framework is, if anything, a simplifying development. The question of which energy drink to back has historically been answered primarily by marketing power and distribution reach. It can now also be answered, at least in part, by ingredient quality and formulation transparency.

About The Six Continents Index & Fine Liquids

The Six Continents Index (https://sixcontinentsindex.com) was conducted independently by Pat Eckert and his team at Fine Liquids, Meckesheim, Germany. Assessed brands were not notified in advance and had no involvement in the evaluation. No paid participation, sponsorship, or commercial influence played any role.

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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