Fake news is far more dangerous than most people realize.
One reason is that many people struggle to tell facts from opinions.
For a news organization, that distinction is fundamental.

To bring that message to gamers, we leveraged the launch of one of the most anticipated games of all time: Elden Ring.

One of the game's core mechanics allows players to leave clues for others exploring the open world.
While many are helpful, others are deliberately misleading.
In a game as Elden Ring, trusting the wrong advice can erase hours of progress.

By turning the wrong messages into a metaphor for fake news and asking people to help identify them, we showed how easily misinformation spreads and why reliable journalism matters.

The gaming community embraced the idea, and the campaign became a communication benchmark for the client.