BLAST Introduces “Away from Keyboard” Initiative to Promote Healthy Lifestyles

Esports tournament organizer BLAST has launched its new health-focused initiative called “Away from Keyboard” (AFK).

In collaboration with global healthcare company Novo Nordisk, BLAST aims to encourage a healthy and balanced lifestyle within the gaming community.

The AFK campaign will debut at the BLAST.tv Paris Major, the final major tournament for Counter-Strike: Global Offensive. It will feature various in-person activations and a documentary series that showcases the personal journeys of esports personalities in achieving healthier lifestyles. The first episode will highlight the transformation of Jacob ‘Pimp’ Winneche.

Novo Nordisk’s partnership with BLAST marks its entry into the esports industry, signaling the growing interest of healthcare companies in promoting wellness in gaming.

The focus on health and wellbeing in esports has gained significant attention from tournament organizers and organizations. Last year, North American organization Ghost Gaming partnered with healthcare provider Piedmont to emphasize player wellness.

As BLAST hosts the Paris Major, 24 teams will compete for a prize pool of $1.25 million before the circuit transitions to Counter-Strike 2 (CS2). The first major tournament for CS2 is scheduled for March 2024, hosted by PGL.

BLAST continues to expand its partnership portfolio, recently securing agreements with French automotive brand Alpine and cinema chain Cineworld.

Robbie Douek, CEO of BLAST, expressed his enthusiasm for the initiative, stating, “Maintaining a balanced and healthy lifestyle is such an important part of competing as an esports professional, as well as for the wider gaming community. We are delighted to be teaming up with Novo Nordisk for this exciting new initiative. Away From Keyboard (AFK) will look to promote the understanding that excellence in performance goes hand in hand with physical and mental wellbeing.”