Jagex has teamed up with UK gaming charity GamesAid.
The Runescape developer is running a month long campaign within the game that allows players to donate their in-game assets – for every 10m gold pieces donated, Jagex will donate $1 in real life.
GamesAid will distribute the money between Willow, SpecialEffect, Action for Kids and the Internet Watch Foundation among others.
As a company, we regularly raise funds and donate thousands of pounds to charities each year,” said Riaan Hodgson, Jagex's chief operating officer. However, we have been keen to create an innovative way to involve our community for some time, and hopefully as a result, scale the effectiveness and reach of our charitable giving efforts.”
You can check out the total donations and top donors here.