Amazon Ads and Twitch team up with Movember to connect gamers with free mental health support

Amazon Ads’ Twitch Brand Partnership Studio has teamed up with Movember, Minds Support Network, and GamerCounsel to launch Squad Support, a free initiative that pairs gaming with mental health support. Trained counsellors and support practitioners connect with participants through group or one-on-one gaming sessions.

The program draws on a simple insight: young men tend to connect more naturally through shared activities. Research shows that nearly half (47%) of Australian male gamers aged 18–34 have made friends through video games^[1]. At the same time, Mission Australia’s 2025 Youth Survey found that more than a third (38.1%) of young respondents feel lonely at least some of the time^[2].

Four Australian Twitch creators — Bajo, Crayator, Jack Buzza, and Midbeast — are introducing the program to their communities through livestreams, encouraging conversations about men’s mental health.

Throughout November, participants can sign up to free sessions at squadsupport.gg. Each participant is matched with a trained counsellor or support practitioner and can choose to play one-on-one or in a group of three. Sessions run on Discord — where people talk by voice, video, and text while gaming — giving everyone a private space to share experiences, access support, or simply enjoy playing together.

Squad Support launched with Movember to spotlight young men’s mental health, but the sessions are open to anyone in the gaming community who would benefit from support.

The campaign also introduces “U GUD?” — a positive spin on gaming’s familiar “Git Gud” phrase that reclaims a put-down as a message of care and nudges players to check in on one another.

The creator livestreams began in October with Bajo, Crayator, and Jack Buzza, and wrapped up Monday 9 November with a Midbeast session showcasing Squad Support through League of Legends.

Beyond the livestreams, the campaign extends across Twitch with a custom “U GUD?” channel emote so viewers can show support in chat, alongside interactive polls and Twitch’s Stream Together feature, which lets creators host Movember experts during livestreams. A charity fundraising tool encourages viewers to support Movember, while social content from each creator helps embed “U GUD?” into everyday gaming conversations.

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Squad Support aims to encourage young men to build meaningful connections and feel more comfortable accessing mental health support through shared interests and activities. Beyond November and the free sessions, gamers will be able to use Minds Support Network normal services.

Willie Pang, managing director, Amazon Ads ANZ, said:
“Gen Z and young millennials are connecting through gaming, and Squad Support meets them where they are. … By combining Twitch creators, engaged communities and interactive experiences, Amazon Ads, through Twitch’s Brand Partnership Studio, is demonstrating how brands can go beyond traditional advertising to show up in culture and build meaningful connections with audiences that are notoriously difficult to reach and engage.”

Gemma Battenbough, head of Twitch Brand Partnership Studio, said:
“What makes Twitch special is the authentic connection between creators and their communities, where audiences chat and connect in real time. … Squad Support meets them in a space where they’re already spending time with friends, building on that sense of community to make support more accessible. It’s a simple check-in to carry beyond Movember: U GUD?”

Dylan Poulus, global lead, esports and gaming, Movember, said:
“Reaching young men with mental health support starts with meeting them where they feel comfortable. Gaming is already an important space for connection, and Squad Support builds on this by bringing trained professionals into an activity young men enjoy. … Sometimes a simple ‘U GUD?’ can be the start of a meaningful conversation.”

Squad Support sessions are available free of charge throughout November, subject to availability. Places are limited, and registration does not guarantee participation. To learn more or express interest, visit squadsupport.gg.

Squad Support is not a crisis service. Anyone requiring immediate assistance should call 000 or contact Lifeline on 13 11 14.

[1] https://igea.net/2025/09/australian-parents-embrace-the-power-of-play
[2] https://assets.missionaustralia.com.au/download/assets/report-youth-survey-2025national.pdf/3e8de85ac4f311f08e1cdac290f72b68