How this video game is changing the face of men’s health

When Owlcat Games and Emotion Spark Studio asked Movember to support the development of their latest release, it wasn’t because we're master button mashers. (Full disclosure: we aren’t.) But where we do hold expert-level XP is in the world of best men’s health and mental health practices; and that’s the powerful weapon Movember brought to their new title, Rue Valley.

Why did Movember get involved in a video game?

Men are notoriously difficult to reach. But one place where that’s less of a barrier is within the gaming world. The entertaining and expansive nature of video games attract and hold the attention of men and boys; so messages around mental health delivered through video games are more likely to seen, taken in and acted upon (rather than missed, dismissed or scrolled past).

And it wasn’t just about getting positive messages out there. Our involvement in Rue Valley opened up opportunities to normalize mental health challenges throughout the game. Because to progress through it, players must control the main character to work on his own mental health. For many players, the game may be the first time they will have interacted with a healthcare system; giving them some sense of familiarity we hope carries over to the real world.

Tell me more about Rue Valley

Rue Valley starts off a bit like Groundhog Day, with the main character, Mr. Harrow, stuck in a reoccurring day. Surrounded by a cast of Rue Valley town folk, the characters have complex emotional stories, with unexpected secrets along the way. Mr. Harrow must rise from the depths of mental challenges of his own by seeking support and connection, in order to uncover this unexplained glitch in his life. Movember involvement came during scripting and storyboarding stages. Which allowed us to make sure mental health messaging within Rue Valley was evidence based, male sensitive and consistent with best clinical practice.

What is Movember’s endgame with Rue Valley?

Our aim is to normalize conversations around mental health amongst men and boys. And gameplay is one major gateway that can move them towards that direction; particularly when traditional campaigns and strategies have struggled to reach men and boys.

And this isn’t just a one-and-done experiment in gaming and esports for Movember. Already, Movember’s esports and gaming mental health program Level Up was launched in 2025; with the aim to transform the space into a psychologically safe and mentally healthy place for all gamers. Equip yourself with the skills to identify esports and gaming-related stress and how to cope with it. Visit the Level Up website now.

Rue Valley drops 11 November 2025 on Steam.