Beyond Productions, a Banijay company, announced that its new feature documentary, “Mind Games – The Experiment,” debuted globally on streaming service Prime Video on January 19. Narrated by Stephen Fry, “Mind Games – The Experiment” captures an international, ground-breaking study that follows sedentary and physically inactive gamers from across the globe to see if exercise can take their game to the next level by improving cognitive function, mental performance – and hopefully their global gaming rankings. In doing so, they are looking to definitively test an ancient Roman saying, “Anima Sana In Corpore Sano” – that a healthy body equals a healthy mind.
Featuring fascinating, accessible science, experts in movement and the mind, plus exercise coaches, the film follows the journey of four charismatic gamers, Kassa Korley, Ryoei Hirano, Ben Pridmore and Sherry Nhan – who specialize in Chess, Mahjong, Memory and Esports – as they compete in professional tournaments around the world, adding exercise to their preparations for the first time. Results from a further 70+ gamers from 20 countries are also included so that the film can draw conclusive results as well as tell the human stories of the four main characters.
In the final analysis, the absorbing experiment brilliantly proves how exercise can sharpen even the brightest minds: each gamer significantly improved their performance and enhanced their mental wellbeing on the programme. But the major take-out is that even moderate exercise can boost short-term memory, increase concentration levels, and enhance brain power.
The Beyond Productions feature documentary and study was commissioned by international sportswear brand ASICS, which took a bold commercial decision to create an editorially driven, impartial and unbranded film. It did not have a broadcaster attached at the outset but went into production fully funded. With brand involvement still a complex and finely balanced process in mainstream television, Beyond Productions and ASICS approached the commercial partnerships division at Amazon mid-production to explore the possibility of placing the film on its Prime Video streaming service.
“Our work with ASICS, which is basically unbranded branded content, is the next iteration of commercially supported content and a truly authentic way to reach and engage with a wide range of viewers, not just those who are already consumers of the brand,” commented Hamo Forsyth, Creative Director, Factual at Beyond Productions.
“With demand for content growing all the time and funding continuing to be a challenge, this model of working more closely with well-resourced brands seeking new ways to engage with consumers could prove a natural win-win for streamers, brands, producers and audiences,” Forsyth concluded.
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