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In the Press  |  April 6, 2020
BBC: Coronavirus: Video games add ‘stay at home’ Covid-19 adverts

Bidstack partners, Codemasters worked with the in-game advertising platform to deliver government health message in in-game environment.


Three of the UK’s leading video games developers are to display coronavirus safety advice within their titles.

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

The initial ads will focus on the theme: “Stay home. Save lives.”

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

“I reached out to DCMS [Department for Digital, Culture, Media and Sport] a few days ago to say is there anything we can do,” Jason Kingsley, chief executive of Rebellion and chair of the games trade body Tiga told the BBC.

“A lot of 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 Codemasters’ off-road racing game Dirt Rally 2.0 comes a day before it is included in Sony’s latest PlayStation Plus package. This should give it a high profile over coming weeks, and ensure many thousands of subscribers see the in-game ads despite the title being more than a year old.

To read the full piece, please click here.

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