How the ‘Stop Destroying Videogames’ ECI went viral — and what you can learn from it

The European citizens’ initiative (ECI) ‘Stop Destroying Videogames’ reached over 1.4 million signatures after a whirlwind last-minute push ahead of its collection deadline on 31 July. Here’s how the organisers mobilised the help of gaming content creators and an army of volunteers on the social media platform Discord.

A Content Creator-Focused Push

The ‘Stop Destroying Videogames’ ECI launched in the summer of 2024 with an explosive start, gathering 350,000 signatures in its first month. But the momentum quickly faded — the following month brought in just 10,000 signatures, signalling a significant slowdown. By June, with only two months left, the total stood at 450,000.

“Most people on our Discord server were pretty demotivated and pessimistic about it,” recalls Pavel Zálešák, one of the organisers. But after attending an ECI network gathering in Brussels, Pavel returned determined to give the campaign one final push.

• Read the interview with Pavel recorded at that time
• Read more about the ECI Event in Brussels

That push came from Ross Scott, the American YouTuber who had started the online 2024 Stop Killing Games movement that inspired the ECI. In a blunt video, Scott told viewers the initiative was virtually dead. He explained that much of the lost momentum followed a campaign by popular Twitch streamer Pirate Software, who spoke out against the ECI’s goal of keeping old video games alive, which he argued would create extra work to videogame developers.

“We didn’t want to stir up or exploit a 10-month-old conflict just for attention,” says Pavel. “But we felt it was important to put the truth out there so people could understand what really happened.” 

The strategy was simple: lay the facts bare and see how the internet reacted. And the gamble worked. The video struck a nerve in the gaming community. Massive names like MoistCr1TiKaL, Asmongold, Notch, and even PewDiePie rallied behind the cause, triggering a surge of hundreds of thousands of signatures. “It blew up. On one of the days, the campaign even gained 160,000 signatures, which is insane,” says Pavel.

By the time the deadline arrived, the campaign had pulled in an extra one million signatures, surpassing the threshold in 24 EU countries and ending with a total of 1.4 million supporters.

The takeaway? Build genuine relationships with content creators who already share your values. Their reach can ignite your campaign.

A Community of 4,000 Volunteers

Behind the scenes, the campaign was powered by a network of around 4,000 volunteers, coordinated entirely via Discord, the social platform popular with gamers.

This structure made it possible to send targeted messages in key countries and direct swarms of volunteers into online spaces to build critical mass. In some cases, teams of 20 volunteers would join livestream chats, messaging gaming content creators to grab their attention — and, in turn, the attention of their thousands of viewers.

“This is a pretty great way to promote,” says Pavel. “The streamer will talk about it, or you send a small donation so your message gets read aloud on stream.”

Discord, Pavel explains, was ideal for campaign management. Volunteers could be split into specific groups, assigned roles like volunteer or manager, and given clear posting limits (e.g., one message every 30 seconds) to keep communication from spiralling out of control.

To stay organised, the ECI ran two Discord servers, a public server for the broader community, and a private server for an inner circle of 70–80 organisers. This setup allowed for quick coordination, regular updates, and efficient problem-solving.

The platform also helped ensure that those joining were genuinely invested. “If someone connects to your Discord, it means they really care about what you’re doing,” says Pavel.

The main drawback? The learning curve. “Discord is pretty hard for starters, but once you get it, it’s the best tool for everything,” he adds.

The takeaway? While it may require onboarding for newcomers, Discord offers much-needed flexibility for organising grassroots campaigns and volunteer teams.

About the author:

Goda Naujokaitytė

Goda Naujokaitytė is a freelance journalist specialising in European policy and writes about the European citizens’ initiative for ProMedia. Her work is informed by her experience in Brussels, both inside and outside the EU institutions, as well as time spent living in various European countries. She covers primarily EU digital, green and competitiveness policy, as well as research and innovation in the European Union.