Britain and several British video game developers have teamed up to spread the message "stay home, save lives".
The Department of Digital, Culture, Media and Sport (DCMS) has partnered with some of the UK's leading gaming companies. Your goal is simply to spread the message.
As the announcement says:
“To overcome the crisis, joint national efforts are needed and every generation has to play a role. The actions of everyone at the moment can have a direct impact on the lives of others. Young people spend more time playing video games than the rest of the population (UKIE). For this reason, in-game messaging is a creative, targeted and immediate way to reaffirm the government's message to players: "Stay home, protect the NHS, save lives."
Oliver Dowden, Minister of Culture, added to this statement:
“It is absolutely vital that we all follow simple government advice (stay at home, protect the NHS, and save lives). I am very pleased that the brilliant video game industry in the UK is being strengthened to reaffirm this message to players (across the UK). "
The demographic development of the British video game According to reports consists of around 32.4 million people in the United Kingdom. This is almost 50% of the total UK population (66.65 million as of April 11, 2020). The impact that even a quarter of those who see the message in the game can have immeasurable effects.
The DCMS is currently working with Activision Blizzard King, Codemasters and Rebellion.
Activision / Blizzard / King
has started adding the "Stay Home" message to their line of mobile games, including candy Crush Saga. The company has also donated more than 230 advertising space for “digital posters” in London. King would normally use these areas to promote his own products.
The king's president, Humam Sakhnini, said:
"All Activision Blizzard employees (and the King team I lead) are pleased that we can play a small role and help provide important public health information. With our millions of players, we can support Public Health England and the NHS help spread their life-saving message. "
has started showing the "Stay Home" posters in DiRT Rally 2.0. They are also looking for ways to spread important health warnings in their games in Europe and the United States.
Toby Evan-Jones, VP Business Development at Codemasters:
“(At Codemasters), we found that the technology in our games that enables remote updating of banners in the virtual environment can be used to communicate with Corona Virus. This week, in collaboration with Bidstack Group PLC, we started delivering a version of the “Stay Home Save Lives” message from Public Health England DiRT Rally 2.0. It is fantastic to see that discussions are already taking place in our community. "
Stay Home messages about their games appear on the landing page home page. Players see this message every time they load a game. This has the advantage that players can follow an embedded link to relevant gov.uk pages if desired. Rebellion also has a comic publication arm, which offers advertising space to spread the message.
Jason Kingsley OBE, co-founder and CEO of Rebellion:
“We are very happy to work with the DCMS on this excellent initiative. We know how fundamentally advantageous video games are (how Sniper elite and Weird brigade,) and comics (like AD 2000,) were and remain for many of us in this extraordinary time. It makes perfect sense for us to promote important public health news while keeping fans safe in the safety of their homes. "
The DCMS concludes with the announcement that 2,277 video game companies are active in the UK. If a company wants to support the fight against coronavirus through similar in-game news or other initiatives, they should contact the DCMS at firstname.lastname@example.org.
We hope that many of the UK (and even worldwide) video game players will heed the messages that governments and health professionals tell them. It is a really difficult and bizarre time in which we are all. But you know we will get through this together. And in the meantime, play some good video games!
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