PROJECT ROCKIT’s Kind Royale tournament aims to make gaming nicer in new initiative via DDB Group

PROJECT ROCKIT, DDB Group Australia, and Click MGMT have hosted Kind Royale, the world’s first Fortnite tournament in which the top prize didn’t go to the best player, but the kindest.

Online gaming is one of the most toxic environments in the world, with 1 in 2 gamers experiencing bullying. “Youth who are cyberbullied have an increased risk of anxiety – which then leads them to be hyper vigilant in real life, even when the threat isn’t there. As a result, they have lower academic progress, lower self-esteem, suicidal ideation and suicide attempts,” says Queenland University of Technology Professor Marilyn Campbell.

In response to such alarming insights, PROJECT ROCKIT teamed up with DDB Group to create Kind Royale, a gaming tournament designed to make gaming nicer. Over 80 gamers, streaming to their collective 11.5 million fans, played Fortnite at the start of the month as part of the tournament.

Unlike traditional gaming tournaments, the prize money didn’t go to the best player, it went to 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 millions of fans in order to have a shot at winning. The result: A toxicity-free tournament streamed to millions.

Hosted by Australian gamer Nova, 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.

Sayys DDB Group Melbourne Creative Director James Cowie: “It was a pleasure to help bring this project to life in partnership with PROJECT ROCKIT. Click MGMT was so generous with their time and talent, and I’m extremely proud of how our DDB team banded together for a cause that matters. We really hope it reminds every young person at home that, both on and off the screen, it’s far more powerful to be kind.”

Says PROJECT ROCKIT General Manager Erin Sciola: “Kindness and empathy are at the heart of creating positive online communities. Every person can make a difference when it comes to changing the culture of gaming, and with the right tools and support, young people can be part of the solution. It was inspiring to watch so many people take action and show that the best way to play video games is with kindness and respect.”

Visit the Kind Royale website

Partner: PROJECT ROCKIT
Agency: DDB Group Australia
Partner: Click MGMT