Shining a Light on Video Game Addiction — 100,000 Clients and Counting
Background
As a father of three boys — two of whom are passionate gamers — Jacob Malherbe understood firsthand the powerful grip video games can have on children. But when he met Tina Bullock and learned about her organization’s mission to hold gaming companies accountable for their addictive design practices, everything crystallized. “I knew what she was talking about. My boys were spending way too much time on video games. I saw it in my own home — and I knew I wasn’t alone.” — Jacob Malherbe
The data was staggering:
- 38 million American kids play video games.
- 10% or more could meet criteria for clinical addiction.
- Children with neurological disorders (ADD, ADHD, Autism, spectrum disorders) are particularly vulnerable to the dopamine spikes from gameplay “wins.”
Jacob immediately drew parallels to the Opioid epidemic — another addiction hidden in plain sight, devastating families across the country.
The Hidden Crisis
Video game addiction is often dismissed as a “parenting issue.” But what Jacob uncovered was far more alarming:
- Children and teens playing 8+ hours a day, ignoring friends, family, and school.
- Severe withdrawal reactions when access to games was restricted.
- Stories of self-harm and suicide attempts directly tied to gaming addiction.
“When we reached 10,000 signed clients, 12% reported a suicide attempt. I was like, what the hell? And that percentage stayed the same as we signed more.” — Jacob Malherbe
This wasn’t just kids “having fun.” It was a public health crisis.
The Campaign: Persistence Without a Finish Line
Jacob and his team at Mass Tort Ad Agency began building the Video Game Addiction campaign in December 2024. They worked through holidays, often around the clock, because the need was so urgent:
- Christmas Eve until 6 p.m.
- New Year’s Eve until 8 p.m.
“This campaign felt like it would never end. The more victims I saw, the worse it got.” — Jacob Malherbe
With the help of Intake partners and committed attorneys, the campaign gathered unprecedented momentum:
- Facebook and Instagram ads educated families on the signs of gaming addiction.
- Careful intake processes supported parents, many of whom were in crisis themselves.
- Parallel efforts uncovered shocking patterns in user data, time spent, and neurological impact.