Naturalistic evaluation of a sport-themed mental health and wellbeing app aimed at men (MindMax), that incorporates applied video games and gamification

•MindMax combines wellbeing modules, video games, and a social community.•Factor analysis of the GHSQ resulted in two factors: personal and impersonal help-seeking intentions.•We observed 30- & 60-day increases in impersonal help-seeking intentions and sense of connection to the MindMax community.•We also observed 60-day increases in flourishing.•Overall results suggest MindMax was positively received by its users.