E-Gaming Federation (EGF), a not-for-profit organization representing top online skill gaming operators in India, registered a resounding success of its ‘Asli Gamer’ initiative. Building awareness around Responsible Gaming behavior, over 200K gamers joined the initiative post its launch in January 2023. In a first of its kind, the initiative reached out to the Indian gaming community and inspired players to take self-assessments and adopt healthy gaming habits. While 233517 online gamers have joined the Asli Gamer community, almost 175000 players downloaded ‘Asli Gamer’ badge – a symbolic pledge to be responsible. The badge can be shared across social media.
Featuring Indian cricketer Shubman Gill, India’s youngest T20 centurion and rapper Naezy, the campaign inspires and motivates players to become Asli Gamer. Reiterating EGF’s commitment to player protection and responsible gaming, the initiative talks to players across platforms in their language through rap and urges them to adopt responsible gaming principles in a colloquial tone while bringing purpose and intent together. The rap urges players to respect the game, play for fun, maintain balance, set limits, and self-exclude when going overboard. While the ‘Asli Gamer’ rap received 2.5 million views on YouTube, the campaign took over social media and attracted recognized content creators like Avneet Kaur, Hina Khan, Ritwik Dhanjani, and Rohit Suchanti, among others taking up the ‘Asli Gamer’ hook step challenge.
Over 220 content creators – macro and micro helped in creating a buzz with the #AsliGamerChallenge. In addition, specific creative interventions like 750 Live streaming sessions were organized with the gaming community to nudge them to adopt healthy gaming practices. The Asli gamer website was equipped with resources and tools like self-assessment tests that help identify current gaming behavior and steps needed to improve, if at all.
Poonam Kaul, Brand Evangelist, E-Gaming Federation, said, “We take immense pride in the great positive response the ‘Asli Gamer’ campaign has received with over 200K gamers joining the landmark/ pioneering initiative. Asli Gamer was designed as a proactive approach to empower and enable players with the knowledge and tools to instill responsible gaming behavior. We are thrilled that we were able to connect with the Indian gaming community and encourage them to embrace and foster healthy gaming practices. At EGF, we have always emphasized promoting responsible gaming and prioritizing player health and the Asli Gamer initiative is a great start to drive the behavior change.”