Healthy digital play is at the heart of a new push by the Infocomm Media Development Authority (IMDA) and Tencent, aimed at reframing how families think about gaming—not as a problem to limit, but as a tool to better connect.
Launched under the campaign “Beyond the Screen: Healthy Digital Play,” the initiative leans into a reality most gamers already know: games aren’t going anywhere.
| READ PROOF OF POSITIVE GAMING 10-year-old prodigy YUUKI heads to Asian Games as Japan’s Puyo Puyo pick Mobile Legends in Indonesia gets Presidential-level backing |
Instead of fighting screen time, IMDA and Tencent are betting on helping families use it better—turning everyday play into something more intentional, balanced, and even meaningful.
Why healthy digital play matters for everyone
At its core, healthy digital play is about closing the gap between what happens in-game and what happens at home.
Whether it’s understanding what your kid is playing, setting better routines, or even just talking about a match after it ends, the campaign positions gaming as a bridge—not a barrier.
Let’s be real—gaming has long been stuck in the middle of the “too much screen time” debate. But for a lot of younger players, it’s also where friendships are built, teamwork is learned, and stress gets blown off after a long day.
That’s exactly the angle Healthy Digital Play is taking. Instead of treating games as distractions, the campaign highlights how they can actually support communication, teamwork, and even strategic thinking—if approached the right way.
“Digital spaces are already a natural part of how young people learn, play, and connect today,” said Murphy Zhao, Country Manager of Tencent Singapore and Head of Tech Group, Tencent Games. “We want to help families build meaningful digital habits that extend beyond the screen.”
| SINGAPORE PRIDE: Every major Paper Rex achievement that shaped Valorant esports |
IMDA and Tencent double down on digital wellbeing
The launch also marks a deeper partnership between IMDA and Tencent, with both sides signing an agreement to expand digital wellbeing efforts across Singapore.
This isn’t their first collaboration—Tencent has been part of the national Digital for Life movement since 2022—but Healthy Digital Play pushes things further. The partnership will see co-developed educational content, along with four community outreach events expected to reach around 4,000 participants.
Tencent is also committing S$25,000 to the Digital for Life Fund, which will be matched dollar-for-dollar by the government, bringing the total to S$50,000. The fund supports projects focused on digital literacy, inclusion, and overall digital wellness.
For IMDA, the focus is clear: give families practical tools, not just guidelines.
“Ensuring digital wellness is increasingly important, particularly for our children who are digital natives,” said Joanna Lam, Cluster Director for Digital Readiness at IMDA. “We look forward to deepening our collaboration to help parents and youths build healthy digital habits together.”
From theory to practice: What happened at the launch
Held in Singapore and officiated by Minister of State Jasmin Lau, the launch event wasn’t just speeches and handshakes—it was built to be interactive.
Families took part in quizzes, explored hands-on activities, and walked away with practical resources designed to turn Healthy Digital Play into something actionable at home.
There was also a parenting talk focused on using games as conversation starters—a subtle but important shift from the usual “limit your hours” messaging.
One of the key takeaways came from psychotherapist Narasimman S/O Tivasiha Mani, who emphasized that healthy gaming habits don’t come from strict rules alone.
“Healthy gaming is not built through one-off rules. It grows through rapport, shared understanding, and everyday conversations,” he said.
A bigger play for Southeast Asia
While the campaign starts in Singapore, Healthy Digital Play is already being positioned as something bigger. Insights from this launch will shape a broader rollout across Southeast Asia later in 2026, with localized versions tailored to different communities.
Because while gaming habits might look different from country to country, the core challenge is the same: helping people build a healthier relationship with the digital world.
And if IMDA and Tencent get this right, Healthy Digital Play could shift the conversation in a big way—from how long you play, to how well you play together.
