Breadcrumbs

British Red Cross teams up with Electronic Arts to bring in video game donations

By Jenna Pudelek, Third Sector Online, 20 September 2013

SimCity

SimCity

Mark Astarita, director of fundraising at the charity, says the link will increase awareness and raise vital funds

The British Red Cross has set up a partnership with the video game developer Electronic Arts that will offer gamers the chance to donate to the charity while playing SimCity.

SimCity is a management game in which players can develop a region and tackle any disasters that arise.

Players of the game can now pay £7.99 to download Red Cross-branded content for use in the video game, which includes a relief centre and two vehicles – 80 per cent of the proceeds go to the charity.

They will be able to use the content to help deal with the natural disasters that strike in the game, such as earthquakes and tornados.

The Red Cross-branded set includes tents that can be deployed around the virtual city to provide care for the inhabitants, known as Sims.

The British Red Cross is one of 10 national Red Cross societies around the world that is taking part in the collaboration with Electronic Arts.

Electronic Arts said that it would give a minimum of £63,000 to each of the participating Red Cross societies as part of their year-long collaboration, which was launched on Tuesday.

Mark Astarita, director of fundraising at the British Red Cross, said: "This creative partnership with SimCity will help us reach a new audience and raise awareness of the work of the Red Cross during real-world disasters.

"This will bring the Red Cross to life for gamers in an exciting and interactive way while raising vital funds to support our work, helping people in crisis in the UK and overseas."

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