South Korean game developer takes hilarious take on serious obsessive gambling problem – Branding in Asia Magazine

Krafton, the South Korean developer of popular games, including Battlegrounds Mobile India (BGMI), has launched a new public awareness campaign created by DDB Mudra that addresses the problem of addictive and obsessive games.

Responsible Gaming Campaign Anchor is a hilarious and clever one-minute film that tackles obsessive gambling with a young gamer literally living the game – while driving everyone around him crazy.

Speaking on the campaign, Vishnu Srivatsav, Creative Head – South at DDB Mudra, said: “When it comes to a responsible gaming conversation, there is no real benefit in speaking down. . People don’t like to be preached to them. We have therefore adopted a lighter and more relevant approach.

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

“Online gambling 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 playing space.

To address this issue, BGMI introduced new features including virtual world warnings, OTP authenticated controls, pause reminders, 3 hour game limits, in-game spending limits, moderate graphics with discount of violence, nudity and bloodshed, and actions to keep tongue in check.

“We care deeply about our players, which is why we took action. These changes were 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 affirms the integrity and fairness of our community-first business practices. Yes, we aim to provide our best entertainment and experiences for our players, but at the same time, the mental and physical health of our players remains one of our top priorities.

BGMI plans to bolster key campaign visuals with in-game billboards and banners.

Krafton also launched a microsite that features the campaign and additional content to encourage moderate gambling. You can see that here.


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

Company: Shikha Davessar, Sheenu Gaur, Sanjana Chetan

Strategy: Netra Ramachandran, Sukshita Singh