Vivo project highlights dangers of online gaming for children

As children and young people are increasingly immersed in interactive worlds, especially in the online gaming universe, global studies indicate that a child can spend even more time, money, and experience more anxiety than a professional gambler. 

Faced with this scenario, Vivo and the Africa Creative agency, with the technical support of the Regional Psychology Council of São Paulo (CRP-SP), have created a platform aimed at creating more conscious consumption of online games by younger audiences.

The platform, named Vegas Generation, was created to help parents, guardians, caregivers, and educators promote a more healthy, responsible approach to children’s online gaming activity. Vegas Generation serves as a clear guide that can help detect problematic usage of online games by children, something that has concerned parents, caregivers, educators, and young people’s advocates around the world. Additionally, Vegas Generation’s platform provides caregivers with access to relevant information on the subject.

"Vivo is a brand that seeks to create constructive dialogues about contemporary cultural themes, particularly those that are linked to the challenges of digital life. As part of that mission, we also want to provide tools to make children’s relationship with games more balanced and healthy," says Marina Daineze, Brand and Communication Director of Vivo.

In order to definitively identify signs children are engaging in potentially harmful online gaming activity, the platform, www.vegasgeneration.com, gives parents, guardians, and caregivers a test in which their own answers indicate if their child is playing games beyond what experts consider a normal amount. The site provides suggestions and guidance on taking the first steps to deal with a child’s toxic online gaming. All content production of the platform and support were done in partnership with Luiza Brandão, a psychologist specialising in children and adolescent behaviour, who has been assisting families facing this problem for seven years. As part of her investigation into the problems of kids and gaming, Brandão wrote an article for her postgraduate degree in Clinical Psychology at the University of São Paulo (USP) on factors associated with the misuse of video games among Brazilian teenagers.

"Ideating this project alongside Vivo has been a tremendous source of pride for me and for Africa Creative. As a father, I couldn't help but worry about children and teenagers who are increasingly absorbed within the gaming universe. It is crucial to use all of Africa Creative’s and Vivo's influence to help families improve in this situation in the best possible way: with accurate and actionable information. New times call for new discussions: we need to use creativity to support social good and keep up with digital trends," comments Sergio Gordilho, co-president and CCO of Africa Creative.

The rollout of Vegas Generation promoted on Vivo’s social media channels, along with impactful images produced by artificial intelligence that depict the reality of the gaming issue along with illustrating the solutions. Finally, a Google search strategy will be implemented to answer the most frequently searched questions by parents and relatives on the search engine.