Legal Niches

Chinese Anti-Drug Campaign Leverages Game Operators

By pete_gallagher

The Chinese government is calling on the sizeable network of game operators within its borders for assistance with an anti-drug campaign.

Over 50 online game operators, including the likes of Shanda Entertainment and Giant Online, have said they will take part in a competition to create anti-drug public service advertisements at their own expense. The consortium was put together by Shanghai's anti-drug commission, according to a story on China.org.cn.

The PSA's judged to be best will eventually be shown on the city's mobile TV network and in Internet cafes.

Of China's 30 million online gamers, 'most' were billed as being men, under the age of 35, which coincides with numbers estimating that 75 percent of all new drug users in Shanghai are people under 35. Xu Chuan, an 'official' from the Shanghai anti-drug commission, noted, 'Online gamers and drug users have similar demographic characteristics in most of the cases."
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Full post as published by GamePolitics.com on June 02, 2010 (boomark / email).