PROJECT ROCKIT’s Kind Royale Tournament Aims To Make The Game More Enjoyable In New Initiative Via DDB Group – Campaign Briefing
PROJECT ROCKIT, DDB Group Australia and Click MGMT hosted Kind Royale, the world’s first Fortnite tournament in which the top prize went not to the best player, but to the kindest.
Online gaming is one of the most toxic environments in the world, with 1 in 2 gamers being bullied. “Young people who are cyberbullied have an increased risk of anxiety, which leads them to be hyper-vigilant in real life, even when the threat is not there. As a result, they have poorer academic progress, low self-esteem, suicidal thoughts and suicide attempts,” says Marilyn Campbell, a professor at Queenland University of Technology.
In response to this alarming news, PROJECT ROCKIT has partnered with DDB Group to create Kind Royale, a gaming tournament designed to make gaming more enjoyable. More than 80 players, streaming to their 11.5 million collective fans, played Fortnite earlier this month as part of the tournament.
Unlike traditional gaming tournaments, the prize money didn’t go to the best player, it went to the nicest. Each stream and Discord chat log was scanned for words conveying negative and positive sentiments, meaning players had to show kindness to their millions of fans in order to stand a chance of winning. The result: a toxicity-free tournament broadcast to millions of people.
Hosted by Australian player Nova, the tournament was streamed live on Facebook Gaming, Twitch and YouTube. The 80 players promoted the tournament on their upstream social networks and broadcast live in competition.
James Cowie, Creative Director of Sayys DDB Group in Melbourne: “It was a pleasure to help bring this project to life in partnership with PROJECT ROCKIT. Click MGMT has been so generous with their time and talent, and I’m extremely proud of how our DDB team has come together for a cause that matters. We really hope this reminds every youngster at home that, both on and off screen, it’s so much more powerful to be kind.
According to PROJECT ROCKIT Managing Director Erin Sciola, “Kindness and empathy are at the heart of building positive online communities. Every person can make a difference when it comes to changing gaming culture, and with the right tools and support, young people can be part of the solution. It was inspiring to see so many people take action and show that the best way to play video games is with kindness and respect.
Partner: ROCKIT PROJECT
Agency: DDB Group Australia
Partner: Click on MGMT