The New Save Collective and other groups are turning two of the world’s most popular video games into civic learning environments, a strategy that opens a chapter for social marketing in games.
For years, Fortnite and Grand Theft Auto V have dominated digital entertainment with their action and mayhem. Now, a group of activists has decided to use that same intensity to teach how to respond to real-life police or immigration intervention. Led by the New Save Collective, this initiative reimagines the use of virtual worlds as a space for civic education and marks an interesting twist in social marketing that seeks to influence young audiences.
The group organizes open sessions where players of all ages participate in simulations that recreate moments of tension. Some take on the role of agents, others as citizens, and an additional group observes, intervenes, or records the scene.
PitaBreadFace, one of the organizers, summarizes for El País the motivation of the project with a phrase that expresses the spirit of the movement: “At the moment, there are many isolated and scared people.” For him, the game becomes a place where people can practice answers, lose fear and connect with other realities.
From entertainment to pedagogy: A growing strategy
The New Save Collective found that video games function as social laboratories that allow for the rehearsing of behavior and the study of complex dynamics without the rigors of traditional formats. This logic opened the door to creating a community that values learning through play and that responds better to messages integrated into interactive experiences than to classic informational campaigns.
In addition, the initiative destroys stereotypes about gamer culture. For PitaBreadFace, there is a narrative that describes gamers as a homogenous group with little interest in social issues. He rejects this view and argues that a large audience is still willing to participate in relevant causes. “We have to build equally great institutions in the gaming community,” he says to Spanish media, convinced that these spaces need diverse voices and structures that promote inclusive values.
The groups behind these missions ensure that they will continue to expand activities and alliances under various titles. Its goal is that video games no longer just entertain, but also prepare players for situations that may mark their lives beyond the screen.
