Prostate cancer charity Movember has received a $500,000 in-game ad gift from EA Sports.
It has handed the charity half a million dollars worth of free in-game ad space throughout November. The spots will appear in titles such as FIFA 13, Madden 13 and NHL 13.
“Movember is all about bringing back the moustache, having fun and doing it for a serious cause; men's health, specifically prostate cancer and male mental health,” the official site reads.
“Mo Bros commit to growing a moustache for the 30 days of Movember, and in doing so become walking and talking billboards for the cause. The moustache is our ribbon, the symbol by which we generate conversations, awareness and raise funds for men's health.
“Whilst the growing of Mo's is limited to the guys, Mo Sistas play a vital role in the success of Movember by raising funds and awareness, letting Mo Bros know how fantastic their Mo’s are and, most importantly, encouraging the men in their lives to be aware and take care of their health.”