Publisher Activision has called its War Child/Modern Warfare 2 charity initiative the biggest the British games industry has ever seen.
The firm has pledged to give away up to 250,000 to War Child, depending on the amount of Modern Warfare 2 gamers who are playing the game over Xbox Live during Saturday December 5th and Sunday December 6th.
Both GAME and Xbox have partnered with Activision over the initiative, and the publisher has revealed it will back the campaign with a full range of marketing, including TV, print, in-store and online advertising, as well as celebrity PR.
"Our marketing approach for Modern Warfare 2 has always sought to be innovative and breaking new ground, and our GAME for Good campaign achieves this as well as allowing GAME and ourselves to make a sizable donation to the War Child charity in order to help thousands of children internationally who have been impacted by the effects of war," said Activision UK marketing director David Tyler.
"We are about to launch a massive media campaign in support of this initiative including dedicated TV, digital, print, in-store, activity on Xbox's Community network, celebrity PR and eCRM programmes between now and December 6th.
This will be the largest ever charitable initiative the British games industry has ever launched and we'd urge all gamers to support the programme and lend their support for the War Child charity.
GAME and Microsoft have both been great partners to work with and are pulling out all the stops to ensure the campaign is a huge success and that the donation to War Child is maximised.”
GAME is also selling specific GAME for Good/Modern Warfare 2 and War Child wristbands, with proceeds going to charity.