The collaboration allows both brands to provide their fans with new ways to improve their wellbeing. After an intense gaming session, Xbox players can use Calm to unwind. If they're hesitant to download a mental health app, they may be drawn in by the novel experience of hearing Halo and Sea of Thieves soundscapes in an unfamiliar setting. And by incorporating popular game franchises into Calm, that app's users might discover that gaming can help them relax and de-stress.
Just as attitudes towards mental health are changing, so are preconceptions of the negative effects of gaming. According to a recent study by the University of Oxford, most heavy gamers don't experience adverse effects on their wellbeing. Meanwhile, a global survey among teenagers and adults conducted by YouGov and commissioned by Xbox found that 54% of respondents turn to video games to relieve stress.
Who could your organization team up with to help consumers thrive? For more inspiration, check out AGE OF HEALING in our 2023 Trend Check!
