In China, online gaming has exploded.

But so has bullying.

Over 79% of gamers have at some point been bullied when playing online.

As an industry leader, Samsung wanted to tackle this toxic behaviour head on.

THE COST OF BULLYING. When gamers bully, they pay the price.

There’s a real cost to bullying.

Which made us think: When gamers bully, shouldn’t THEY pay the price?

Our strategy was to hit them where it hurts.

So we made bullies pay for their actions, quite literally.

The strategy goes beyond just awareness and talk.

It’s an example of strategic targeting and going to the heart of the problem. The solve is effective in the very space where the problem exists.

The hacked game gave online bullies a real wake-up call.

During the two-week hijack, over one million bullies paid the price.

With reports of in-game bullying falling by 40%.

Making this China’s most successful anti-bullying drive to date.

The message was loud and clear: There’s a cost to bullying. And now when gamers bully, they pay the price.