Singapore's IMDA and Tencent Unite for 'Beyond the Screen' Campaign to Build Healthier Family Digital Habits

Singapore's Infocomm Media Development Authority (IMDA) and Chinese tech powerhouse Tencent have signed an agreement to promote healthier digital habits among families.

The new campaign, titled “Beyond the Screen: Healthy Digital Play”, launched recently to encourage balanced screen time and foster stronger family connections through gaming.

Core Initiatives and Support

The partnership includes developing educational materials and organizing four community outreach activities expected to reach around 4,000 participants.

Tencent pledged S$25,000 to the Digital for Life Fund, a move matched by the Singapore government to boost digital wellbeing efforts.

The launch event featured parenting sessions on using games to build children's skills like teamwork and problem-solving, alongside expert panels on healthy gaming.

Background and Significance

IMDA's Digital for Life movement, a longstanding national initiative, aims to enhance digital inclusion and literacy for all Singaporeans.

For Tencent, known for popular games and apps, this collaboration builds on prior healthy gaming workshops in Singapore amid global screen addiction concerns.

The campaign flips the narrative on gaming, emphasizing its role in communication and offline bonds rather than just risks.

As Tencent expands in Southeast Asia, this partnership signals a strategic shift toward proactive wellbeing amid China's strict youth gaming limits.

Looking ahead, the initiative plans regional rollout in 2026, tailored to local needs, potentially setting a model for tech-family balance.

For everyday families, it offers practical tools to enjoy digital play without the pitfalls, making technology a bridge rather than a barrier.