In the Press
April 6, 2020
Autosport: Codemasters adds “Stay Home Save Lives” messaging into rally game
Codemasters joined teamed up with in-game advertising platform, Bidstack to deliver ‘Stay Home, Save Lives’ message in their BAFTA nominated title, DiRT Rally 2.0.
Codemasters has added “Stay Home Save Lives” messages to its DiRT Rally 2.0 game in an effort to increase public safety amid the coronavirus crisis.
With almost 48,000 COVID-19 cases in the UK, the government has reinforced its instruction for all citizens to stay at home aside from essential travel or work.
To assist with the delivery of the message, UK gamers playing Codemasters’ DiRT Rally 2.0 title will now see road-side banners displaying Public Health England’s “Stay Home Save Lives” slogan.
“We came to realise that technology within our games, which enables the remote updating of banners within the virtual environment, could be repurposed to assist with the coronavirus communication effort,” said Codemasters’ vice-president of business development Toby Evan-Jones.
“This week, through collaboration with Bidstack Group PLC [providers of the ad-replacement infrastructure], we began delivering a version of Public Health England’s “Stay Home Save Lives” message into DiRT Rally 2.0.
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