South Korean Game Developer Takes Hilarious Approach to the Serious Issue of Obsessive Gaming

Krafton, the South Korean game developer of popular titles including Battlegrounds Mobile India (BGMI), has launched a new public awareness campaign created by DDB Mudra addressing the issue of addictive and obsessive gaming.

Anchoring the ‘Game Responsibly’ campaign is a hilariously clever 1-minute film that tackles obsessive gaming with a young gamer literally living the game – while at the same time driving everyone around him crazy.


Speaking on the campaign, Vishnu Srivatsav, Creative Head – South at DDB Mudra said, “When it comes to a conversation on Responsible Gaming, there’s no real benefit in talking down. People don’t like to be preached to. So, we took a lighter, more relatable approach.”

“We brought everyone into the conversation: gamers, their families, and their friends. The films are unexpected and fun, but always human.”

“Online gaming is meant to be fun and entertaining,” the brand added in a statement. “However, it also has the potential to become an obsession. BGMI, being a popular game title in India, recognizes this problem and wants to foster a safe and healthy gaming space.”


To address this, BGMI has introduced new features including virtual world warnings, OTP authenticated controls, break-time reminders, 3-hour gameplay limits, in-game spend limits, moderated graphics with reduced violence, nudity, and bloodshed, and actions to keep language in check.

“We care deeply for our gamers, hence we acted. These changes have been made to ensure responsible gaming practices are adopted by gaming enthusiasts, especially minors,” said Wooyol Lim, Head of Battlegrounds Mobile Division at Krafton.

“It also asserts the integrity and fairness of our business practices of putting community first. Yes, we aim to offer our best entertainment and experiences to our gamers, but at the same time mental and physical health of our players remains one of our top priorities.”

BGMI plans to reinforce the campaign’s key visuals with in-game billboards and banners.

Krafton has also launched a microsite that features the campaign and additional content to encourage moderated gaming practices. You can see that here.


Creative: Rahul Mathew, Vishnu Srivatsav, Sooraj Pillai, Neha Sathe, Murugaiya Gokul, Sudhira Mendon

Business: Shikha Davessar, Sheenu Gaur, Sanjana Chetan

Strategy: Netra Ramachandran, Sukshita Singh

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