The Infocomm Media Development Authority (IMDA) of Singapore and Chinese technology giant Tencent have launched a digital wellbeing campaign titled “Beyond the Screen: Healthy Digital Play,” aimed at encouraging healthier digital habits among families and strengthening offline connections through gaming.

In a release last Saturday, the IMDA and Tencent said the initiative focuses on promoting balanced routines and fostering stronger family relationships by encouraging conversations around digital use. It highlights the potential of gaming to support understanding and communication within households.

At the launch, both organizations signed an agreement to expand collaboration on digital wellbeing initiatives. As part of the partnership, Tencent will work with IMDA to develop educational materials and organize four community outreach activities expected to reach around 4,000 participants. The company has also pledged S$25,000 ($19,650) to the Digital for Life Fund, which will be matched by the government.

The event included participation from social service organizations across Southeast Asia, as well as activities designed to engage families in discussions about digital habits. A parenting session at the event explored how games can be used to support communication and skill development among children, including teamwork and problem-solving. An expert panel discussion also addressed the importance of ongoing dialogue between families and educators in establishing healthy gaming habits.

The campaign is expected to expand across Southeast Asia in 2026, with adaptations to suit local contexts.

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