The children’s charity War Child and the donation website JustGiving have joined up with the video game companies Sports Interactive and Sega on Football Manager 2011, the latest update to the football management simulation game.
The game features War Child banners on virtual advertising boards alongside the football pitch in simulated matches. When gamers click on these banners they are taken to the JustGiving website, where they can make donations to War Child.
Ten pence from the sale of each copy of the game will also go to War Child.
Sara Bowcutt, head of corporate and donor fundraising at War Child, said: "War Child has always strived for innovation in fundraising and our partnership with Football Manager encompassed this.
"We’re really pleased to be involved in this new initiative with JustGiving, which not only offers new opportunities to raise income but also helps to raise vital awareness about War Child."