The Challenge

In early 2020, the COVID-19 pandemic brought the world to a standstill. Strict lockdowns and social distancing measures were necessary to curb the virus’s spread, but they also introduced widespread feelings of isolation and anxiety. Millions of people were searching for ways to stay connected, entertained, and supported in the face of an uncertain future.

Within the gaming industry, engagement was soaring as people turned to games for solace and interaction. However, the industry faced a unique question: How could gaming do more than entertain during this global crisis? Could games actively contribute to public health messaging while also supporting mental well-being and social connection?

Zynga, along with other key players in the gaming industry, recognized the need to rise to the occasion, leveraging their platforms to provide a positive impact beyond the virtual world.

The Solution 

To tackle this challenge, we partnered with the World Health Organization (WHO) and other gaming companies to launch the #PlayApartTogether campaign. This initiative aimed to amplify WHO’s guidance on staying safe and healthy during the pandemic while encouraging players to use games as a means to maintain social connections and reduce feelings of isolation.

Key elements of the campaign included:

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• In-Game Activations: We implemented engaging in-game events and content to promote the campaign, encouraging players to interact with one another while being exposed to critical public health messages.

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• Social Media Amplification: The campaign gained momentum through extensive social media support, leveraging influencers, celebrities, and the gaming community to spread the message.

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• Industry-Wide Collaboration: Over 40 gaming companies joined forces to support the initiative, demonstrating the collective power of the gaming industry in addressing global challenges.

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• Community Engagement: Players were encouraged to share their own #PlayApartTogether moments, fostering a sense of unity and shared experience during a fragmented time.

This multi-pronged approach ensured that the campaign resonated with a diverse global audience, from casual mobile players to hardcore gamers.

The outcome

The #PlayApartTogether campaign achieved remarkable success, showcasing the potential of gaming to create positive social impact:

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• Global Reach: The campaign reached over 1 billion players worldwide, making it one of the largest initiatives of its kind.

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• Industry Recognition: It was hailed as an example of how the gaming industry can act as a force for good, earning praise from the WHO and media outlets globally.

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• Increased Engagement: Participating games saw a boost in player engagement and community interaction, as players embraced the campaign’s message of connection and togetherness.

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• Positive Public Health Impact: By integrating WHO’s public health guidance into engaging formats, the campaign contributed to raising awareness about COVID-19 safety measures in an accessible and non-intrusive way.

The campaign not only helped bridge the gap during a time of physical separation but also established a new standard for how gaming can drive meaningful change on a global scale.