Isha Sharma
Danish esports giant Astralis has teamed up with electronics retailer Elgiganten to launch a new initiative aimed at tackling toxic behaviour within gaming and esports communities. The campaign, titled ‘Less Flaming, More Gaming,’ focuses on promoting positive interactions and sportsmanship in both casual and competitive gaming environments.
A World-First Initiative
The collaboration between Astralis and Elgiganten is being hailed as a world-first for its innovative approach to addressing toxicity.
The long discount codes not only provide a fun incentive but also act as reminders that gaming can and should be a positive experience for all.
The initiative is especially relevant as toxicity in online gaming continues to be a major concern, affecting players of all ages.
Astralis’ Counter-Strike team will feature in promotional material for the campaign, further enhancing its visibility.
This isn’t the first collaboration between the two; in August 2023, Astralis and Elgiganten struck a three-year deal, expanding their partnership beyond traditional sponsorship to include important social causes.
The partnership encourages gamers to pledge against toxic behaviour, with a unique twist—those who participate receive discount codes for gaming gear on Elgiganten’s website.
These codes, each over 100 characters long, serve as statements against toxic behaviour, pushing gamers to reflect on the importance of fostering a healthy gaming culture.
Positive Role Models for Future Generations
One of the leading voices in the initiative, Frederik ‘MinisterN’ Brandt, a content creator for Astralis and father of two, emphasised the importance of setting a positive example for the next generation.
“As someone raising kids in a digital world, it’s crucial to eliminate hate speech and toxicity,” he said.
Brandt believes the campaign can enforce zero tolerance for toxic behaviour and establish a new standard for future gamers.
Elgiganten’s continued support in esports, alongside its partnerships with DreamHack and other gaming events, highlights its commitment to creating a better gaming environment for players worldwide.
GIPHY App Key not set. Please check settings