New video campaign to reduce gaming and gambling-related harm in esports

The ‘Mind Your Game’ campaign will help players and their loved ones identify problematic behaviors, and provide a support pathway for gamers and gamblers at-risk or currently experiencing harm.

Entain Foundation US has partnered with Game Quitters and Kindbridge to launch a series of educational videos to reduce gaming and gambling-related harm in esports. The video campaign will launch the week of May 24 2021 as part of Mental Health Awareness Month. The collaboration is the beginning of an exciting partnership between these three innovative organizations.

The COVID-19 pandemic has fueled a significant increase in esports gaming, and an associated rise in disordered gaming and mental health issues. An estimated 3% of gamers are at-risk of exhibiting problematic gaming behavior; this represents over 6 million vulnerable gamers in the US. The number of online conversations around mental health has increased dramatically since the outbreak of COVID-19, so tools to help players during the crisis and beyond are essential.

The ‘Mind Your Game’ campaign will give players and their families facts about the mental health challenges faced by gamers. It will feature specific issues to be aware of, tips and strategies to reduce potential harm, and advice on how to find support. A series of four educational videos will be available on YouTube: Skin Gambling, Esports Betting, Spot the Problem and Seek Help.

Entain Foundation US is dedicated to promoting responsible gambling and sports integrity. It recognizes the importance of gamblers enjoying a healthy and sustainable relationship with esports gaming and has chosen Game Quitters and Kindbridge to be its partners in educating and supporting gamers and their families around positive mental health and wellness.

Game Quitters is the leading support community for people struggling with gaming disorder. It works with parents, gamers, teachers and professionals to provide specialist information and resources. Kindbridge is the world’s first teletherapy company focused specifically on the successful treatment of gamblers and gamers struggling with their mental health. The video campaign will involve Cam Adair – Founder of Game Quitters and global expert on gaming addiction – kickstarting conversations about problematic gaming and gambling behaviors, with Kindbridge providing a support pathway for mental health services.

Cam Adair, Founder of Game Quitters, says: “Imagine a world where a player or loved one can quickly find specialist advice and support for problematic gaming or gambling. That’s the world I imagine and that’s the world I’m excited to help build in collaboration with Kindbridge and Entain Foundation US.”

Martin Lycka, Trustee of Entain Foundation US, says: “We are committed to supporting initiatives that encourage responsible gambling and gaming. That’s why we’ve chosen to partner with Game Quitters and Kindbridge on the ‘Mind Your Game’ video campaign. Encouraging our players to actively manage their mental health is precisely the type of project we are proud to support.”

Daniel Umfleet, CEO of Kindbridge, says: “We are excited to link up with Game Quitters and Entain Foundation US to help drive the conversation about the necessity of mental health support for gamers and gamblers. Together we can build a stronger support pathway for players and their loved ones.”

The three partners have unique expertise to make this initiative a success. Together, they will provide a trusted route to accessible and effective educational prevention treatment and a support pathway for gamers and gamblers who are at-risk or currently experiencing harm in esports.

Editor’s Notes

Game Quitters

The world’s largest support community for video game addiction, serving 75,000 members in 95 countries. It provides educational content; online products; and community support for gamers, concerned parents and mental health professionals to better understand how to solve compulsive gaming and video game addiction. Visit: GameQuitters

Entain Foundation US

The non-profit subsidiary of Entain, one of the world’s largest sports betting and gaming groups operating in the online and retail sector. The Entain Foundation US is committed to men’s health, with a particular focus on mental health. It supports responsible gambling; sports integrity; and gambling regulation research, education and treatment. Visit: Entain Foundation


The world’s first teletherapy company dedicated to the successful treatment of gamblers and gamers struggling with their mental health. Its mission is to build the largest network of mental health treatment providers in the US who focus on high-quality specialist care for these communities. Visit: Kindbridge

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