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How Gaming Reached Gen Alpha About Underage Drinking: Behind the Roblox Campaigns of Aware.org

South Africa's youth face an underage drinking crisis driven by family role modeling, peer pressure, and apathy about their futures. Traditional awareness campaigns aren't working. Gen Alpha and Gen Z want to be co-creators, not passive listeners, even when the message could save their lives. In a recent conversation, Mokebe Thulo, CEO of Aware.org, and our Creative Director at Sea Monster, Jade Duckett revealed how they tackled this problem by meeting young people on Roblox. Their insights on data-driven iteration, consequence-free exploration, and building intergenerational conversations challenge what you might think you know about social impact messaging.

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Thought Leadership

Gaming for Good: An interview with our CEO

Thirteen years ago, Sea Monster was founded with a vision to use games to put users back at the center of learning and marketing experiences. We’ve collaborated with incredible global brands to drive these initiatives, but this is just the beginning. As games become an integral part of the media landscape, with an estimated 3.6 billion gamers worldwide by next year, there’s still immense potential for innovation and impact ahead

Thought Leadership

5 big impact gaming trends to keep an eye on in 2024

Games have been around for centuries and with the advancement of technology, games and game design have developed to a point where they are so integrated into our daily lives that they can actively help us navigate and make sense of our complicated and messy world. We already know that gaming is not just for kids, with over 3.6 billion people gaming on a regular basis globally. But where will the focus for impact games be in 2024?

Thought Leadership

The positive impact of games on mental health

A growing body of research shows that gaming can positively affect mental health. It’s also becoming increasingly clear that impact games can amplify these effects. As people around the world search for solutions to address the widespread mental health crisis, there’s a strong argument for gaming. Before digging into how games can be used to stimulate mental well-being, it’s worth noting that our understanding is constantly evolving. ‍

Thought Leadership

Gamification and its impact in advancing Africa

Impact games are similar to regular games in that they're just as entertaining and engaging. They also mimic real-world challenges and encourage behaviours that companies want to see in their employees. These games promote positive change and development in a low-risk setting. This approach has huge potential to drive growth and innovation across Africa.

Thought Leadership

The role of games to tackle the climate crisis

In 2023, the world saw record high summer temperatures in Europe and the US, deadly floods in locations across the globe, and catastrophic wildfires in Greece, Canada, Turkey, and many other locations. On their own, each of these incidents is a tragedy. Collectively, these indicators serve as a stark warning, highlighting the significant impact the climate crisis is already having on societies across the globe.

Thought Leadership

Africa’s chance to grab a slice of a US$24bn gaming pie

In the wake of the Games for Change Africa festival, which took place towards the end of 2022, it’s becoming increasingly clear that gaming – and impact gaming in particular – has the potential to be a significant force for good across the African continent. Not only can the sector help drive positive change in fields such as education, financial literacy, and skills development, but impact gaming can also promote job creation and help foster diversity and inclusivity.

Thought Leadership

Impact games can stimulate mental wellbeing

While it’s important to acknowledge the potential risks of any hobby turning into an obsession, the moral panic around gaming has largely been overstated. Research increasingly shows that gaming can have positive effects on mental health, especially when we consider the unique benefits of impact games. As the world grapples with widespread mental health challenges, there’s a compelling case for integrating gaming into our wellness toolkits.

Thought Leadership

How digital access is transforming financial inclusion in Africa

According to the GMSA State of the Industry Report on Mobile Money for 2022, there were 184 million active mobile money accounts in Africa in 2021, which completed over 36 billion transactions, valued at more than $700 billion. While the growth in payments and e-commerce have been nothing short of stellar- driven in large part by the pandemic- fintech is driving major changes throughout the entire banking ecosystem.

Thought Leadership

The forgotten generation

Between the Baby Boomers and the Millennials, Generation X is widely considered the forgotten generation. It’s easy for marketers to think of this group as a small and unimportant target market, but if they do, they could miss out on a captive, ready-to-spend audience with more money to spend than younger consumers.

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