• València Game City and València Innovation Capital are launching the #JugarTambiénEs campaign to highlight the cognitive, educational, creative, and social potential of video games

• The initiative promotes a positive and responsible view of video games among the public, from children to seniors.

• The #JugarTambiénEs campaign is aimed at four audiences that represent different stages and ways of engaging with video games: children, teenagers, older adults, and families and different generations

Valencia is promoting a broader and more positive perspective on the world of video games with the launch of the #JugarTambiénEs campaign, an initiative spearheaded by Valencia Game City and Valencia Innovation Capital, in collaboration with the Valencia City Council, which aims to highlight the benefits that video games can offer beyond entertainment.

The campaign is structured around four messages that show how play can contribute to the development of various skills while also fostering personal relationships and learning. The pieces depict everyday scenes featuring people of different ages and convey a common idea: play can also mean learning, connecting, developing skills, and keeping the mind active.

Paula Llobet, Councilwoman for Tourism, Innovation, and Investment Attraction, emphasized that “with this campaign, we want to help break down some of the stigmas that still surround video games and showcase their full potential as a tool for learning, creativity, and connecting people. Video games are part of our society, our culture, and also a technological and creative sector with enormous potential to foster talent and create opportunities.”

Llobet added that “here in Valencia, we’re working to build a strong, innovative video game ecosystem that’s connected to the community. València Game City is a strategic commitment to an industry that generates knowledge, jobs, and creativity, but we also want to provide society with a more comprehensive and responsible understanding of what gaming means.”

With the slogan “Playing is also a way to exercise the mind,” one of the pieces is aimed specifically at older adults and highlights how video games can help improve attention, coordination, and mental agility. The campaign thus demonstrates that video games are not exclusively linked to younger generations but can accompany people through the different stages of their lives.

Childhood is the focus of another message, “Playing is also a way to train your ingenuity,” which highlights video games’ ability to present challenges, allow for experimentation, and promote learning from mistakes. In this way, gaming is also presented as a space for developing skills and taking on new challenges.

The family and intergenerational aspect is highlighted in the message “Playing is also a way to connect with them,” which features a grandfather and his grandson. The campaign emphasizes that playing video games together can be an opportunity to discover shared interests, spark conversations, and strengthen bonds between different generations.

Finally, “Playing Is Also Developing Talent” emphasizes the educational and creative potential of video games. The article highlights their ability to contribute to the development of creativity, strategic thinking, and problem-solving, presenting video games as a tool that can complement learning processes.

In this way, #JugarTambiénEs addresses four dimensions associated with video games: the cognitive dimension, the dimension related to learning, the social and family dimension, and the educational and creative dimension. The initiative thus offers a perspective that spans different stages of life and highlights gaming as an activity capable of fostering shared experiences and contributing to the development of various skills.

The campaign aims to help overcome some of the stigmas that have traditionally been associated with video games, by highlighting their potential when used in a balanced and responsible manner. The goal is to provide the public with a more comprehensive view of an industry that, in addition to its cultural and entertainment aspects, is part of a technological and creative sector capable of generating knowledge, talent, and innovation.

The various elements of the campaign also include a QR code that members of the public can use to access more information about the benefits of video games and learn more about the initiative’s message.

With #JugarTambiénEs, Valencia is reinforcing its commitment to video games as one of the areas with the greatest potential within its innovation and creativity ecosystem, and highlighting their ability to foster learning, develop skills, share experiences, and connect people across generations.