Shoot fireballs for your health!

It’s been said that sports participation in Japanese schools has been on a steady decline in recent years. It would seem that tossing the old ball around and climbing ropes has taken a backseat to tossing grenades and climbing rusty ladders out of the stygian depths of a demon-infested video game underworld.

There’s also the tendency for sports to ostracize those with less physical strength and coordination, making it a traumatic and depressing ordeal for some. So, in an effort to make sports both more inclusive and glitzier, Shizuoka Nishi High School in Shizuoka City has become the latest to adopt the AR sport of Hado into their physical education curriculum this June.

▼ Welcome to Hado

Hado is brought to us by Meleap Inc., whose CEO Hiroshi Fukuda always wanted to shoot fireballs from his arms as seen in video games and TV. In the sport, players wear an AR visor and wrist terminal and get into teams of three before taking the court. When the battle begins, one arm is used to shoot fireballs and can be charged by holding it up. The other arm can be raised to also raise a shield and is charged by keeping it down.

Through their visors, each player can see a ring divided into four segments in front of all the other players. Points are awarded for each segment hit and the team with the most points after 80 seconds wins.

Also, before playing, everyone can use their arm terminal to set their stats. You are allowed to allot up to 10 points across four skill: Bullet Speed, Bullet Size, Charging Speed, and Number of Shields that can be deployed at one time. This allows players to augment their own natural ability during games either by balancing them or enhancing existing strong points.

Playing in this way lets students enjoy a more level playing field so kids of all shapes and sizes can compete together while still getting a lot of exercise and eye-hand coordination practice.

Hado is currently played in 100 schools in Japan and 300 around the world. Adults also play the game and the Hado World Cup was held in Shanghai, China on 24 May. The entire event was streamed online and can still be viewed on YouTube, so I won’t spoil it by saying which of the 18 participating countries won if you want to watch it.

Of course, it’s also possible to go full AR game with Hado and still get some exercise in. Team-based games like Hado Monster Battle let you and your friends work together to take out a giant beast with your fireball-throwing skills.

I have to say, it makes me a little jealous that kids today can do this in gym class when all we had when I was their age was a parachute… Aw, who am I kidding? The parachute was awesome, but this is really cool too.

Source: PR Times, Hado
Featured image: PR Times
Insert images: PR Tines, Hado
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LONDON, UK – Brand partnership agency Miai+ has unleashed a dynamic brand activation to celebrate the upcoming launch of Doom: The Dark Ages, Bethesda’s latest addition to its iconic action franchise. In collaboration with Kramer Guitars, the revered name in metal and rock since the 1980s and gaming titan Xbox, the campaign redefines the concept of immersive fan engagement.

Team launches training program in effort to ease burdens of competitive stress, academic pressure

By Vanessa Washington

“Psychological issues include depression, anxiety, apathy, uncooperative attitude, tension, sleep disturbances, mental distress, aggressive affect and behaviors, distress in social life, and emotional disturbances,” the 2021 study declared.

The activity also “was associated with the presence of depression, social phobia, obsession–compulsion, interpersonal sensitivity, hostility, phobic anxiety, paranoid ideation, psychoticism attention-deficit hyperactivity disorder and gaming addiction.”

As that last item suggests, the activity being looked at by the Industrial Psychiatry Journal study is excessive gaming.

You see – and as UND’s Frank Swiontek and Ryan Kraus fully understand – there’s a lot more to video gaming than just relaxing with buddies and having fun.

Swiontek is the innovation officer at UND, and Kraus is the head coach of UND’s esports team. Make no mistake, esports athletes can experience significant stress; and during the team’s post-season contests last fall, Kraus and Swiontek say, that stress was starting to take its toll.

“At the time, playoffs were occurring, finals were kicking up, and we were starting to see the wear and tear that some of this competitive stress was having on these players,” Swiontek said. He and Kraus both noticed this, and in response, the two began researching what practices they could implement to help their athletes before the start of the spring season.

The NCAA’s mental-health toolbox

As they discovered, not much has been written about mental health guidelines for esports, one of the newest competitive activities for college athletes. But the NCAA itself, Kraus and Swiontek learned, has a new and useful mental health mandate for all NCAA athletes.

And that’s why this spring, UND’s esports team implemented mental health training, in an effort to ease the burdens of competitive stress and academic pressure. (Editor’s note: Posters such as the ones shown with this story, which hang in UND’s esports spaces, are a part of that effort.)

Here’s how the American Council on Education’s Higher Education Today reported the NCAA’s action last July:

“The NCAA, in consultation with its Mental Health Advisory Group, has released a new edition of Mental Health Best Practices, which provides guidance to support student-athletes’ mental well-being,” Higher Ed Today reported.

“NCAA member institutions are required to offer resources and services consistent with the best practices, which go into effect Aug. 1, 2024.”

All college athletes experience stress and anxiety, of course. But for esports athletes, the sport adds a few key stressors all its own: For one thing, the teams compete in both the fall and spring, which means players don’t have much of an “off season” in which to decompress.

For another, in esports competitions, players are subject to sudden death, meaning they can be “killed” and removed from the game in an instant. So, all esports athletes know that each game is an utterly unpredictable situation, one where they might be left standing almost alone.

As an esports player once put it, “We game to escape stress, only to be stressed out over the game.”

In such an environment, the stress can be heightened. This past semester was no different, except there was a new effort taken by UND

Stress 101: How to cope in healthy ways

The NCAA’s Mental Health Best Practices guide “emphasizes the importance of making high-quality mental health care available to student-athletes,” Higher Education Today noted in its story.

“It also recognizes that the dual roles of student and athlete can entail both unique mental health risk and protective factors. For example, injuries increase student-athletes’ risk of mental health symptoms, while relationships with teammates can fortify mental health.”

Armed with this knowledge, Kraus and Swiontek got in touch with Michael Herbert, a research data analyst in University Analytics and Planning, and Michael Soward, a doctoral intern in Clinical Psychology at UND’s Counseling Center.

From there, the esports leaders learned that they would first need to establish a few things. For example, they needed a plan for how they were going to present this new idea to their athletes, plus a description of just what that idea would involve.

They decided to begin with a quick hands-on course at the beginning of the semester to introduce the athletes to the free resources that are available to them. Next came the CCAPS, or Counseling Center Application of Psychological Symptoms. This is a 10-minute mental health screening in which the athletes answer questions.

The screening can identify individuals who may be struggling with increased anxiety, depression, substance use and even suicidality.

“We’re able to identify those individuals who could benefit from additional support,” said Soward. “We report back to the coaches and let them know, and it then falls onto the coaches to reach out to those students.”

CCAPS offers other ways to identify what an athlete is going through, and one of these was introduced to the team captains at the start. It teaches how to start the conversation, how to engage team members about mental health and where teammates might be struggling, and how to identify those struggles in their teammates.

While Kraus is the head coach, there has been a big increase in athletes participating in esports; there are now close to 90 at UND. That means the team captains, given their closeness to the players, tend to be the most appropriate leaders to initiate these challenging conversations.

The program’s goal “is to nurture and keep all these athletes safe, especially in the mental health aspect,” Soward said.

From trial run to standard feature

While the spring conversations were a trial run for the program, team leaders were surprised by how many players took it seriously; in fact, they say, it was an overwhelming success. They were also surprised by how many athletes started watching out for one another after taking part in the training, the CCAPS element in particular.

“I’ve seen them become a lot more accepting,” said Kraus. “I’ve actually heard some students talk about it, especially when we were doing those tests.”

When asked what changes he hoped would result from this project, Swiontek said change wasn’t the goal. Instead, better awareness among the coaches and athletes was.

And if the team’s initial response to the project is any indication, that awareness seems likely to grow, through the fall esports season and beyond.

About the author:

A rising sophomore at UND, Vanessa Washington is an intern for UND Communications and UND Today.

SHREVEPORT, La. – Mental health struggles among children are on the rise across the country.

In Caddo Parish, school officials say dozens of students have expressed thoughts of suicide or even harming others.

The school district’s psychologist says bullying on social media and online gaming platforms is contributing to a growing mental health crisis among students. This past school year, nearly 1,400 students in Caddo schools received mental health support after reporting suicide and homicidal thoughts.

“We’ve been doing suicide prevention well before it became required by Louisiana law. We’ve also led the way in bullying prevention programs, using tools like Signs of Suicide and Second Step to support students,” said Barzanna White, Ph.D.

White says she’s now seeing an alarming new trend: children on the autism spectrum being targeted by bullies, something she says she hasn’t witnessed before in her career.

After the pandemic, White said she saw a major increase in anxiety, depression and bipolar disorder. She points to global data showing that half of all mental health conditions begin before the age of 14.

White also said suicide is the leading cause of death for children between 10 and 18 years old. And in Caddo Parish, some kids as young as 5 have tried to take their own lives, according to White.

“I always say model the behavior you want to see. If you don’t want bullying in your home, make sure you’re not the bully. That applies to schools, churches, everywhere,” said White.

White says any student using a Caddo Parish school device or Wi-Fi is being monitored by administrators. She urges parents to do the same — keep a close eye on their child’s social media use and online activity, especially on gaming platforms.

After leading $60M+ youth campaigns, Josh identifies the critical flaw killing most brands: treating Gen Z and Gen Alpha as similar demographics instead of fundamentally different strategic opportunities. This $5.7 trillion economic shift demands parallel approaches, not universal campaigns.

US, June 10, 2025 — Originally posted on: https://joshweaver.com/gen-z-vs-gen-alpha-marketing-strategy/

After leading $60M+ campaigns targeting young demographics and watching brands waste millions on misaligned strategies, I’ve identified the critical flaw in most youth marketing: treating generational differences as minor tweaks instead of fundamental strategic pivots.

The numbers demand attention. Gen Z commands $360 billion in spending power while Gen Alpha influences $5.39 trillion in household decisions. Combined, they represent the largest economic force in consumer history. Yet 73% of brands still use identical strategies for both generations—a mistake that’s costing companies measurable revenue and long-term market position.

The Million-Dollar Misconception

Most marketers see Gen Z (ages 15-27) and Gen Alpha (ages 9-14) as adjacent demographics requiring similar approaches. This thinking reflects a fundamental misunderstanding of how digital nativity actually shapes consumer behavior.

During my tenure at The Trevor Project, we discovered that Gen Z discovers authenticity through social justice alignment and transparent brand values. Gen Alpha, however, evaluates authenticity through technological integration and personalized experiences. The difference isn’t semantic—it’s strategic.

Gen Z grew up during the digital revolution. Gen Alpha was born after it.

This distinction creates entirely different expectations for brand interaction, content consumption, and purchase influence. Research from Deloitte and Pew confirms what we’ve observed in practice: these generations require fundamentally different engagement strategies, not variations of the same approach.

Platform Preferences Reveal Strategic Divides

The clearest evidence of strategic requirements emerges through platform behavior analysis. Gen Z gravitates toward TikTok and Instagram for authentic, short-form content that aligns with social causes. They use these platforms for discovery, validation, and community building around shared values.

Gen Alpha approaches digital platforms as collaborative spaces. They prefer YouTube for educational content (51% use it for brand discovery), gaming platforms like Roblox for social interaction, and interactive experiences that allow co-creation rather than passive consumption.

Key Strategic Implication: Content that succeeds with Gen Z through authenticity and social consciousness often fails with Gen Alpha, who prioritize interactivity and personalization over messaging alignment.

The Spending Behavior Split That Changes Everything

Gen Z purchasing behavior centers on research-driven, value-conscious decisions. They investigate brands thoroughly, compare sustainable practices, and make independent choices aligned with personal values. Price transparency matters—43% want costs clearly presented in advertisements, according to consumer research.

Gen Alpha, despite financial dependence on parents, influences family purchases in categories like snacks (50%), apparel (44%), and beverages (41%). They approach spending through collaborative family decisions, gaming-influenced preferences, and technology-enhanced shopping experiences.

Critical Marketing Shift: Gen Z campaigns should target individual decision-makers with value propositions. Gen Alpha campaigns must engage family units while respecting young users’ influence on household choices. (Deep dive into spending patterns and purchase behaviors for tactical implementation.)

Technology Integration: The Authenticity Divide

The most expensive mistake I observe in youth marketing involves misunderstanding each generation’s relationship with technology and authenticity. (Read about specific campaign failures and successes from my 14 years leading youth campaigns.)

Gen Z views authenticity through brand values alignment and social responsibility demonstration. They’re suspicious of over-produced content but respond to genuine storytelling tied to meaningful causes.

Gen Alpha expects seamless technology integration as baseline functionality, not impressive innovation. They evaluate authenticity through consistent, personalized experiences across platforms. Gamification, AR/VR integration, and interactive content feel natural rather than novel.

Strategic Framework: Design Gen Z campaigns around social impact storytelling with technology supporting the message. Build Gen Alpha campaigns around technological experiences that deliver personalized value.

Brand Loyalty: Values vs. Experience

Brand loyalty formation differs dramatically between these generations, requiring distinct relationship-building strategies.

Gen Z loyalty forms through values alignment verification. Only 37% identify as brand loyalists, largely due to high standards for authenticity and social responsibility. They remain loyal to brands that consistently demonstrate commitment to causes they care about—68% use social media to maintain connections with preferred brands.

Gen Alpha develops loyalty through interactive experiences and family approval. They prefer brands that enable creation, customization, and collaboration. YouTube serves as their primary brand discovery platform, but loyalty depends on sustained engagement through gaming, educational content, and peer recommendation.

The Privacy Paradox Both Generations Navigate

Despite common assumptions about digital natives and privacy, both generations show sophisticated data protection awareness—but express it differently.

Gen Z practices intentional privacy through platform selection and information sharing aligned with values. They’ll share data with brands that demonstrate social responsibility but avoid companies with questionable ethical practices.

Gen Alpha, growing up with COPPA protections and constant privacy conversations, treats data sharing as value exchange evaluation. They understand their information has worth and expect clear benefits for sharing—but within family-approved boundaries.

Compliance Reality: Updated COPPA guidelines demand zero-data approaches for users under 13, with penalties reaching $53,088 per violation. Recent cases like TikTok’s violations show enforcement carries real financial consequences.

Campaign Structure: Individual vs. Collaborative Approaches

Successful Gen Z campaigns emphasize individual empowerment within community movements. Think Nike’s “Just Do It” evolution into social justice advocacy or Patagonia’s environmental activism—brands that enable personal action toward collective goals.

Gen Alpha campaigns succeed through collaborative creation opportunities. Converse’s customization celebrations, Roblox brand partnerships, and co-creation competitions work because they invite participation rather than consumption.

Measurement Metrics That Actually Matter

Traditional engagement metrics miss the strategic differences between these generations:

For Gen Z:

• Values alignment sentiment analysis
• Social cause engagement rates
• Long-term brand advocacy measurement
• Community building indicators

For Gen Alpha:

• Interactive content completion rates
• Family decision influence tracking
• Co-creation participation levels
• Cross-platform experience continuity

Strategic Implementation Framework

Based on campaign analysis across both demographics, successful youth marketing requires parallel strategies, not universal approaches:

Gen Z Strategy Foundation:

1. Lead with authentic values demonstration
2. Provide research-supporting transparency
3. Enable community building around shared causes
4. Measure values alignment alongside traditional metrics

Gen Alpha Strategy Foundation:

1. Prioritize interactive, personalized experiences
2. Design family-inclusive engagement models
3. Integrate gaming and educational elements
4. Ensure cross-platform experience consistency

The Future Marketing Reality

The strategic split between Gen Z and Gen Alpha approaches will only intensify as Gen Alpha develops independent purchasing power while maintaining their collaborative, technology-integrated expectations.

Brands succeeding with both generations understand they’re building relationships with two distinct audiences that happen to be chronologically adjacent. The companies thriving in this environment treat generational strategy as fundamental business architecture, not demographic targeting adjustment.

Next Steps for Strategic Implementation

Understanding these differences represents the first step toward effective youth marketing. Implementation requires deep analysis of platform preferences, spending behavior patterns, and technology integration expectations specific to your brand category.

The $5.7 trillion economic opportunity these generations represent demands strategic sophistication that matches their digital nativity and values consciousness. Brands that respect these differences—and invest in appropriate strategies for each—will build lasting relationships that extend far beyond current campaign cycles.

For comprehensive analysis of generational spending patterns, platform preferences, and detailed implementation strategies, explore our complete research on Gen Z vs Gen Alpha marketing intelligence and 14 years of youth campaign insights.

Contact Info:
Name: Josh Weaver
Email: Send Email
Organization: Josh Weaver
Website: https://joshweaver.com/

Release ID: 89161937

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DOWNINGTOWN, PA — The Pennsylvania Scholastic Esports League (PSEL) held its inaugural Esports Expo on June 2, 2025, at the Chester County Intermediate Unit (CCIU), bringing together a vibrant community of over 40 educators and coaches, 25 students, and 12 sponsors. The full-day event showcased the dynamic world of scholastic esports through a Rocket League tournament, educational sessions, and networking opportunities.

The Esports Expo provided participants with the chance to explore competitive gaming, connect with industry professionals, and learn strategies for developing successful scholastic esports programs. The highlight of the event was a bracket-style Rocket League tournament, culminating in an exciting final between West Chester Henderson High School and Chichester High School. Henderson’s team emerged victorious, claiming the championship title without dropping a single game.

“The Rocket League matches were full of great highlight plays, and in the end West Chester Henderson walked away as the champions without losing a single game!” said Matt Swan, STEM innovation specialist at CCIU. “We want to congratulate the players from West Chester Henderson on their phenomenal performance and also recognize the players from Chichester High School & 21st Century Cyber Charter School. We look forward to our next chance to showcase the skills of these amazing student competitors!”

The day also featured educational spotlight sessions hosted by sponsors, offering valuable tools and resources to help educators build and support thriving scholastic esports programs. The sessions were tailored to address the needs of schools looking to establish or expand their programs.

Kammas Kersch, director of the PSEL Esports League and STEM services coordinator at CCIU, opened the event with a keynote focused on the fundamentals of setting up esports in schools. She emphasized the importance of creating a collaborative environment for students and educators alike.

“We were thrilled to welcome so many of our scholastic esports colleagues from Pennsylvania and beyond to our first PSEL Esports Expo,” said Kersch. “As an educator-led league, it is important to us to continue to foster learning opportunities for both students and educators. One of the highlights of the day was getting to spend time networking with our PSEL community!”

To close the expo, Karen Ruggles, varsity esports program director at DeSales University, encouraged attendees to consider how gaming and esports can promote both personal and professional growth. Ruggles’ speech inspired participants to continue building a positive and thriving future for esports.

The event was met with widespread praise from attendees, with participants celebrating the high-level competition, engaging sessions, and community-focused atmosphere. Plans are already underway for the next PSEL Esports Expo, as the organization seeks to continue fostering collaboration and growth within the scholastic esports community.

For the latest news on everything happening in Chester County and the surrounding area, be sure to follow MyChesCo on Google News and MSN.