BACKGROUND-AIM:
Tobacco use often begins in adolescence, requiring innovative prevention strategies that engage young people in their own environments. Smoke Island – Smokebuster is a digital videogame developed by AIRC to prevent smoking and vaping initiation. Hosted on Roblox, it aims to increase awareness of tobacco-related harms, strengthen critical thinking and resistance skills, and promote health literacy through an immersive, youth-centered experience.

METHODS:
The project is based on Game-Based Learning principles, embedding scientific content directly into gameplay. Players act as researchers exploring an island affected by smoke, completing missions across eight environments representing different health and social consequences of tobacco use. The experience combines narrative immersion, problem-solving and immediate feedback, supported by a digital assistant providing evidence-based information.

RESULTS:
Platform analytics show broad reach and meaningful engagement: 25.7% of users are aged 13–17 and 21.4% aged 9–12, key prevention targets. Average playtime is 23.3 minutes, indicating sustained exposure to prevention content. Retention (Day 1: 8.34%; Day 7: 3.87%) suggests repeated interaction, supporting message reinforcement. The project also demonstrates international reach and accessibility beyond school settings.

CONCLUSIONS:
Smoke Island – Smokebuster demonstrates that serious games on mainstream platforms can effectively deliver tobacco prevention at scale. By combining scientific accuracy with high engagement, the project supports early prevention, enhances health literacy and offers a transferable, sustainable model for digital public health interventions targeting youth.