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In the Press  |  April 6, 2020
Forbes: How British Developers Are Sending The ‘Stay At Home’ Coronavirus Message To Gamers

Codemasters worked with their partners, Bidstack to deliver ‘Stay Home, Save Lives’ message in DiRT Rally 2.0 title.


A trio of U.K. developers has committed to combating COVID-19 by adding in-game adverts that provide coronavirus safety advice, in line with wider government messaging.

The move is being made by Rebellion, Codemasters and Activision-Blizzard’s freemium mobile game specialist King, and will see games such as Sniper Elite 4DiRT Rally 2.0Candy Crush Saga and Farm Heroes Saga kicking off the campaign by promoting the “Stay home. Save lives.” slogan that has come to dominate TV, radio, news and even billboards across Britain in recent weeks.

Despite the fact that Dirt Rally 2.0 is over one year old, Codemasters’ decision to add the adverts to its fantastic rally sim will coincide with the game’s inclusion on Sony’s PlayStation Plus from tomorrow (April 7). The game has been an established part of Microsoft’s Xbox Game Pass since last September, and with more people exploring their gaming options than usual, it’s likely to make an impact there, too.

Explaining the decision, vice president of business development at Codemasters Toby Evan-Jones said: “[W]e came to realize 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.” The company collaborated with in-game advertising platform Bidstack, which Codemasters will partner with in an upcoming game in 2020.

More from Bidstack
In the Press  |  October 15, 2019
The Drum: People on the move including Subway, Uber and Hostelworld
Bidstack has announced two new hires to its UK operation. Nina Mackie and Charlotte Cook will be joining the London HQ as senior director of global agency partnerships and account director of games respectively. To read this article from the Drum and more, click here.
In the Press  |  October 22, 2019
My Digital Hero – Simon Gosling, CMO, in New Digital Age
New Digital Age asked some of the industry’s leading figures to nominate their digital hero and to explain what’s so special about them. Simon Gosling has over 25-years’ experience in the industry, joining Bidstack in 2019 as CMO. Previously he was Futurist at Unruly, and CEO of Happy Finish, where he oversaw the development of its VR/AR department. Who...
Bidstack News  |  May 26, 2020
The Bidstack Bulletin: 26th May 2020
Each week the Bidstack team curate the most interesting stories from the world of gaming, advertising and esports to help you keep ahead of the pack when it comes to in-game advertising. Discover the most interesting news and views from the past week below. Want to keep up to date with Bidstack Bulletin? Click here...

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Each week the Bidstack team curate the most interesting stories from the world of gaming, advertising and esports to help you keep ahead of the pack when it comes to in-game advertising.

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