Entain Foundation U.S. launches esports mental wellness campaign

21 November 2022


Entain Foundation
Image credit: Entain Foundation

Entain Foundation U.S., a non-profit run by sports betting operator Entain, has launched an esports mental wellness campaign in partnership with gamer behavioural health platform INTENTA.

Launching this month, the #MindYourGame campaign aims to educate students on the benefits of esports as well as raise awareness on how to play safely and improve mental health.

The Entain Foundation is a non-profit organisation that coordinates Entain’s Corporate Social Responsibility (CSR) initiatives and donations. 

The launch of a mental wellness campaign is the latest esports initiative created by Entain. Last year, the company’s not-for-profit organisation partnered with EPIC Risk Management, the Counter-Strike Professional Players Association (CSPPA) and teletherapy firm Kindbridge to educate about gaming harm.

Included in the #MindYourGame initiative is an esports educational series called Gaming World. The course comprises of tools and worksheets that highlight reflective thinking in an effort to foster mindfulness. 

Some of the topics that will be discussed in the course include gaming and esports careers, how gaming affects the brain, and finding balance within esports.

The campaign will reach students, parents, educators, and professionals at over 450 high schools and esports clubs in 40 US states. The announcement specifically highlighted a focus on California, New York, Texas, Oklahoma and Ohio.

According to a release, the campaign will raise awareness about the benefits and opportunities of gaming and esports. Some of the benefits claimed in the announcement include enhanced problem-solving, improved memory and career opportunities.

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Launched in 2020, INTENTA is a platform that creates a range of campaigns and courses that highlight the benefits of esports and gaming. The company also offers advisory services to help organisations learn about ‘responsible and safer gaming practices’.

Martin Lycka, Trustee of Entain Foundation U.S. and SVP for American Regulatory Affairs and Responsible Gambling for Entain, commented: “We are committed to supporting initiatives that encourage responsible gambling and gaming.

“That’s why we’ve partnered with INTENTA on the #MindYourGame campaign. Encouraging our players to actively manage their mental health is exactly the type of project we are proud to support.”

Entain purchased esports betting company Unikrn for a reported £50m in 2021.

Tom Daniels
Tom has been part of Esports Insider's team since October 2020 and is currently the platform's Editor. When not playing Football Manager, he enjoys reporting on the mobile esports scene as well as the betting sector.