Ad Nut
Sep 22, 2022

Kill them with kindness, says this Fortnite tournament

In a bid to tackle cyberbullying, DDB Group Australia designed a gaming tournament that rewarded prize money to the kindest gamer.

A startling one in two gamers experience cyberbullying while gaming, according to research. In response to these insights, Project Rockit partnered with DDB Group Australia to launch Kind Royale, a gaming tournament designed to make gaming… kinder.

Over 80 gamers, streaming to their collective 11.5 million fans, played Fortnite at the start of the month as part of the tournament. And unlike traditional gaming tournaments, the prize money didn’t go to the best player, but instead the kindest. Every stream chat log and Discord was scanned for words conveying negative and positive sentiment, meaning the gamers had to spread kindness to their fans in order to have a shot at winning.

The tournament streamed live across Facebook Gaming, Twitch and YouTube. All 80 gamers promoted the tournament across their socials in the lead up and livestreamed themselves competing.

While this is surely a good initiative, Ad Nut would love to see it extended beyond the Kind Royale tournament, and somehow built into more permanent gaming systems and cultures. 


Agency - DDB Group Australia
Partner - Click MGMT

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

7 hours ago

Arthur Sadoun: managing content supply is one of ...

Publicis Groupe CEO spoke at the Adobe Summit.

7 hours ago

Chorus wins global branding brief from Moskovskaya ...

Agency will also conceive and design brand’s live marketing.

8 hours ago

McDonald's serves up happiness through the ages

Watch the film conceptualised by DDB Mudra here

1 day ago

Rahat Kapur joins Campaign Asia-Pacific

As editor, she will lead the publication's daily coverage and manage its team of journalists in the region.