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In the Press  |  April 6, 2020
Gov.uk: Government and video games industry join forces in fight against coronavirus

Codemasters BAFTA nominated title, DiRT Rally 2.0 are one of three titles to display coronavirus safety advice within their games. Through their partnership with Bidstack, Codemasters are able to leverage Bidstack’s in-game advertising technology to geographically target gamers with the ‘Stay Home, Save Lives’ message – in real time. The message is being displayed in pre-existing advertising spaces within the game such as trackside banners, check point banners, feather banners and the start / finish line.


Government partners with leading UK video games companies to help get essential health messaging into more UK homes

The Department for Digital, Culture, Media and Sport is working with some of the UK’s leading games companies to feature the government’s clear ‘Stay At Home, Save Lives’ instruction in some of their most popular games to help stop the spread of coronavirus.

Getting through the crisis will require a collective national effort and every generation has a role to play, everyone’s actions right now can have a direct impact upon the lives of others. Young people spend more time playing video games than the rest of the population (UKIE), which is why in-game messaging represents a creative, targeted, and immediate way to help reinforce the government’s Stay Home, Protect the NHS, Save Lives message, to gamers.

Culture Secretary, Oliver Dowden, said: It is absolutely vital that we all follow the simple government advice to stay at home, protect the NHS and save lives. I’m delighted to see the UK’s brilliant video games industry stepping up to strongly reinforce this message to gamers across the UK.


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