Coronavirus: Video Games Add “Stay at Home” Ads Covid-19


Dirt Rally 2.0

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Three of the UK’s leading video game developers must post coronavirus safety tips in their titles.

Candy Crush Saga, Dirt Rally 2.0 and Sniper Elite 4 are among the games that will include messaging.

The first announcements will focus on the theme: “Stay at home. Save lives ”.

Rebellion – one of the companies involved – is also publishing 2000AD among other comics, and has also offered space in them for the government’s campaign.

“I contacted DCMS [Department for Digital, Culture, Media and Sport] A few days ago, we said we could do anything, “Jason Kingsley, chief executive of Rebellion and chairman of the Tiga games trade organization, told the BBC.

“Many people spend hundreds of hours in computer games.

“And in this case, we thought we could help society by reminding people of their obligations to others. “

The inclusion of the Codemasters Dirt Rally 2.0 off-road racing game comes a day before it was included in Sony’s latest PlayStation Plus package. This should give it high visibility in the coming weeks and ensure that several thousand subscribers see advertisements in the game despite the fact that the title is over a year old.

Similarly, London-based division of Activision Blizzard, King, predicts that millions of players will see advertisements in its mobile games, which include Farm Heroes Saga in addition to Candy Crush. The company also donated 230 digital advertising screens it had reserved to spread information about coronaviruses.

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King previously promoted other social distancing tips in some of his social media posts

Game creators will present promotions in different ways.

In the case of Rebellion, he will display the message on a screen displayed before the start of the game in his titles Strange Brigade and Sniper Elite. He normally uses the launcher pages to promote his other merchandise. For PC gamers, the pages will also contain a link to a website with additional advice on the virus.

On the other hand, Codemasters will take advantage of the fact that it has integrated the possibility of displaying announcements in the action itself, which it can update remotely.

In the case of the Dirt Rally, players will see the advice on the road banners in front of them.

Because the technology is geo-targeted, messages will be limited to players based in the United Kingdom. But Codemasters says it hopes to extend the initiative to other European and American players soon with localized public safety information.

DCMS is now inviting more than 2,000 other UK gaming companies to join the effort.


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