Detroit Red Wings partner up with NHL gaming program to reach kids through esports and learning
Detroit Red Wings (via Getty Images)
The Detroit Red Wings are partnering with the National Hockey League and the National Hockey League Players' Association in a new pilot program that integrates competitive esports with youth education and activity.
Called Game On: An NHL/NHLPA Scholastic Gaming Initiative, the initiative is meant to enhance digital literacy, leadership, and collaboration skills among students between the ages of 13 and 21—all through the perspective of virtual hockey and guided gameplay.
Detroit Red Wings aim younger fans through Game On esports and skill-building pilot
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The Detroit Red Wings, as well as the Los Angeles Kings and New Jersey Devils, are participating in Game On, an academic gaming pilot developed by PlayVS—an elite amateur esports platform in Los Angeles.
Supported by the NHL/NHLPA's Industry Growth Fund (IGF), the groundbreaking program aims to create a new generation of hockey fans through the combination of competitive EA SPORTS NHL 25 gaming with life-skill building and community-driven events.
PlayVS, the program's implementation partner, has prioritized social connection and organized play in this day and age of digital culture. Students involved in the program will play in tournaments and instructional sessions that focus on leadership, strategic play, and collaboration — all while speaking directly with their regional NHL teams.
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Closing the loop between hockey, gaming, and learning
Through Game On, teenage players will have access to club-specific activations during the spring. These are team-sponsored events, educational initiatives, and VIP in-person experiences. The inaugural activation was March 20 with the New Jersey Devils at their Gaming Group Theme Night, where more than 40 students and coaches came together at Prudential Center for an interactive esports event hosted by team executives, alumni, and the NJ Devil mascot.
The Detroit Red Wings plan to host comparable student-oriented events across their region in the spring and summer, providing youth throughout the area with the opportunity to engage in significant hockey-themed digital experiences.
The program will culminate in a national virtual EA SPORTS NHL 25 tournament from June 13-15, presented by PlayVS on its Stadium platform. The tournament will unite players in the U.S.,
giving them a space to compete, connect, and honor the convergence of hockey culture and online gameplay.
As PlayVS CEO Jon Chapman puts it, the program is about more than merely playing video games. 'Gaming has the power to bring today's young players together in ways that are both meaningful and lasting,' Chapman said. 'Through this partnership with the NHL/NHLPA's Industry Growth Fund, we're not only creating new opportunities for players to engage with their favorite sport but also helping them develop critical life skills — like leadership, communication, and resilience — through healthy competition.
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Building a pathway for future esports engagement in hockey
With Game On only in its pilot year, PlayVS and the NHL/NHLPA would like to utilize this initiative as a model for larger esports programs in North America. By providing students with structured, positive gaming experiences, the organizations would like to unlock new avenues of learning, socialization, and team-building that exist far beyond the ice.
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NHL Rumor: Red Wings could trade Vladimir Tarasenko as Steve Yzerman eyes aggressive offseason
As one of only three franchises taking part in this cutting-edge initiative, the Detroit Red Wings are at the edge of youth involvement in the digital age. By adopting competitive gaming and educational outreach, the organization is redefining the way sports teams engage with their communities—ensuring the next generation of hockey enthusiasts has multiple avenues to become enamored with the sport, both online and off.
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