Electronic Arts has teamed up with 10 National Red Cross Societies from around the world to feature the aide organization in its “SimCity” city building game.
When a natural disaster strikes players’ in-game cities, players can supplement the available in-game emergency services with assistance from the Red Cross by purchasing Red Cross-branded digital content.
And players will also be providing assistance to the victims of real-world natural disasters when they do so, because 80 percent of the proceeds from the sale of the downloadable content will go the Red Cross.
“Collaborating with the Red Cross is a small way for EA to help others through our creative work,” says Patrick Buechner, general manager, the Maxis Emeryville studio, which is an EA label. “The content we created alongside the Red Cross not only gives aid to the Sims within our players’ cities, but it also enables players to help real people who have suffered from disasters in the real world. After recouping our development costs, the remaining proceeds will go to the Red Cross to help support their work across the globe.”
This is the first-ever multi-country collaboration between the world’s 10 Red Cross societies, which include America, Great Britain, Denmark, Finland, France, Germany, Italy, Norway, Spain and Sweden.
“This creative partnership with SimCity will help us reach a new audience and raise awareness of the work of the Red Cross during real world disasters,” says Mark Astarita, director of fundraising, British Red Cross “This will bring the Red Cross to life for gamers in an exciting and interactive way while raising vital funds to support our work helping people in crisis in the U.K. and overseas.”
The branded downloadable content includes a Red Cross Relief Center and two vehicles that will travel around a player’s city in response to in-game natural disasters. When a meteor strikes, an earthquake occurs or a tornado touches down, Red Cross tents will appear in various locations throughout a player’s city. Sims that would have been critically injured are instead cared for at the Red Cross tents. As the city recovers from the natural disaster, the tents will disappear.