Danish esports organisation Astralis and electronics retailer Elgiganten have partnered to launch an initiative focused on addressing toxic behaviour in gaming and esports.
The collaboration aims to encourage gamers to create a positive environment while participating in casual and competitive matches.
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The initiative, known as ‘Less Flaming, More Gaming,’ will involve Astralis‘ Counter-Strike roster appearing on promotional material by taking a pledge against toxicity. This pledge also acts as a promotional discount on a range of gaming gear available on Elgiganten’s website.
According to a release, the initiative between Astralis and Elgiganten is believed to be a ‘world-first’ by offering discount codes that are over 100 characters long. Each of the codes is a statement against toxic behaviour and aims to make gamers ‘reflect on the importance of positive behaviour.’
This initiative isn’t the first time Astralis and Elgiganten have collaborated. In August 2023, the two parties struck a three-year deal which will run until 2026. The partnership includes activations in addition to Elgiganten’s logo appearing on the organisation’s jerseys.
Elgiganten continues to expand its presence within the esports industry. In recent years, it has secured deals with the likes of DreamHack, to support its events, in addition to DreamHack Sports Games, the tournament organiser’s sports simulation business unit.
Frederik ‘MinisterN’ Brandt, Content Creator for Astralis, spoke on the initiative: “I’m thrilled that we’re highlighting online behaviour, especially the harsh tone within the gaming community.
“As a father of two small children stepping into the digital world, I know how important it is to set a positive example in a space still dominated by hate speech, toxicity, and sexism. We must enforce zero tolerance for such behaviour! Fortunately, together, we can make a difference and set a higher standard for the next generation.”
