The non-profit organization Comic Relief US tested an online gaming experience on the platform Roblox last year, aiming to inspire charitable habits among players. The success of the initiative led to the expansion of the game for this year. The “Game to Change the World” campaign by Kids Relief includes a new Roblox world, a virtual concert, and a partnership with Nickelodeon.
The campaign involves a scavenger hunt across different virtual realms like SpongeBob SquarePants and Teenage Mutant Ninja Turtles, where users collect tools to enhance their surroundings. Proceeds from in-game purchases will be donated to charity. The collaborative nature of gaming is intended to encourage acts of kindness beyond the screen.
To further engage young players, wizards in the game are voiced by celebrities like David Tennant and Tony Hale. Nickelodeon is also promoting a guide for kids to initiate real-life projects. The campaign will culminate in a music festival on Roblox featuring Imagine Dragons and other artists who rose to fame on platforms like YouTube.
The alignment of charitable donations with gaming is a growing trend noted by business strategist Marcus Howard. He attributes this trend to the value young people place on experiences like gaming. Roblox, the platform chosen for the initiative, is praised for its emphasis on cooperation and creativity.
Comic Relief US emphasizes the importance of creating a game that appeals to both children and parents. They aim to involve parents in the conversation while primarily engaging with their children in the gaming experience. The organization hopes to continue spreading the message of kindness and philanthropy through engaging games.
