NEW YORK (AP) — The idea that online gaming could foster charitable habits was a daring concept when Comic Relief US, an anti-poverty nonprofit, launched its multiverse on the popular world-building app Roblox last year.
As the philanthropic sector grapples with engaging a new generation of tech-savvy donors, Comic Relief US CEO Alison Moore described the initiative as “audacious.” The challenge was to create an experience that retained the essence of their entertainment-driven fundraisers like Red Nose Day while appealing to young audiences.
The initial launch was successful enough that Comic Relief US is expanding the game this year. The second annual “Game to Change the World” campaign will introduce a new magical Roblox world, featuring an exclusive virtual concert and collaboration with Nickelodeon, the children’s television pioneer.
The campaign aims to build empathy and raise funds through a scavenger hunt across various realms, including SpongeBob SquarePants and Teenage Mutant Ninja Turtles. Players will use portals to gather magical tools that enhance their environment. All proceeds from in-game purchases will be donated.
The collaborative nature of gaming is designed to subtly encourage real-world acts of kindness. “It’s a bit like me helping you, you helping me — all of us together. I love the idea of doing that in a game space,” Moore told The Associated Press. “It’s not meant to be a banner ad or a sign that says, ‘Do Good.’ It’s meant to be inherent in the gameplay.”
Nickelodeon is also offering an instructional guide for kids to launch their own local initiatives, such as backpack drives. The quests will feature wizards voiced by celebrities including David Tennant of “Doctor Who,” Tony Hale of “Veep,” and Maitreyi Ramakrishnan from “Never Have I Ever.” One wizard encourages users to “embark on an enchanted journey to awaken the heart of your community.”
The campaign will climax with a virtual music festival on Roblox starting Sept. 13, featuring rock band Imagine Dragons, whose lead singer Dan Reynolds focuses his philanthropy on LGBTQ+ causes. Other virtual performances include artists such as Conan Gray, Poppy, d4vd, and Alexander Stewart, who all rose to prominence on YouTube.
Moore expressed her amazement at the previous year’s success, noting that the inaugural game has been played for over 32 billion minutes, with one performance achieving the highest “concert thumbs up rating” ever on Roblox, according to Comic Relief US.
Charitable giving through gaming is becoming more prevalent, according to business strategist Marcus Howard. He notes that younger generations value experiences like gaming over material items, making this approach a natural fit.
“It just makes sense,” Howard said. However, he acknowledges that overcoming the negative stigma associated with online chat rooms is essential. He commends Roblox for blending the creativity of its competitor Fortnite with a focus on cooperation, reducing the “toxicity” often seen in other platforms.
Comic Relief US was mindful of balancing the appeal for both children and parents. Moore credited Nickelodeon with this approach: include parents in the conversation while engaging their children directly. “Good games are good games,” Moore said. “Good games that make me feel good are good things.”
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Source: USNEWS
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