Gaming is a major global community today. Over 3 billion people worldwide are estimated to be active gamers – a testament to the rising popularity of online gaming as both a hobby and an industry. Gaming at the professional level is also growing fast – last year, the market for competitive gaming, known as “esports”, was forecast to reach 3.2 billion US dollars.
Whether at professional or hobbyist level, gaming is an activity
that brings excitement, entertainment, and relaxation to its
passionate players. And in terms of personal growth, it can stimulate
critical thinking, encourage strategy and creative skills, and foster
At the same time, gaming often requires many focused, sedentary hours spent in front of a screen. Without balance, this can negatively impact the health of gamers – and erode the great aspects of the gaming experience. That’s something we want to help address.
At Novo Nordisk, we’re passionate about supporting people’s health and empowering everyone to lead richer, fuller lives - and supporting the societies and communities in promoting heathy living.
Our vision for a future with fewer people who live with obesity and
type 2 diabetes drives our commitment to not only develop treatments -
but also invest in primary prevention and health promotion. This comes
alive through partnerships and initiatives which focus on reducing
disease risk factors in populations at risk, and by supporting the
development of healthier communities.
To promote healthier lifestyles for gamers worldwide, we’ve teamed up with global esports tournament organiser and media platform BLAST on a new campaign.
Away from Keyboard (AFK) is a content and documentary series
that aims to inspire gamers worldwide to be conscious of their health
and to spend time away from the keyboard or screen, taking care of
their body and mind.
The AFK campaign was launched during the final weekend of the
BLAST.tv Paris Major 2023 - a major championship centred on the
Counter-Strike: Global Offensive multiplayer online game
Preventing chronic disease is critical to protecting human health and reducing the strain on health systems worldwide.
With the AFK campaign, we aim to tap into an entirely new community for Novo Nordisk to drive change and inspire millions of gamers across the globe to live healthier lifestyles which in turn, elevates their gaming experience.