UK-based developer PlayMob has secured £500,000 in funding for its tech that enables charity donations through in-game micro-payments.
GiverBoard can be integrated into existing games, allowing users to purchase virtual items with money going towards selected charities.
Available virtual items can also be directly related to the relevant charity, such as a tractor, with money from the sale going to an organisation that plants crops in Zambia.
The Birmingham-based developer is to use the funding to expand its team from eight to 13 staff by the end of the year, and will also look to work on automating the tech and extending its reach globally, as well as creating further add-ons.
Backers for the project include Midven and Nesta, whilst a number of angel investors such as newly appointed chairman Ian Livingstone OBE, have also pledged funds.
“We passionately believe that gaming can have huge social benefits,” said PlayMob CEO Jude Ower.
“Our technology gives charities and brands access to hundreds of millions of game players, during the three billion hours per week spent playing digital games.
“This investment gives us a significant boost to grow our reach globally and to remain at the forefront of developing social gaming that benefits all. There are so many games out there currently and we see our technology not only making a positive impact on charities, but it will also enable game developers to get their game noticed in a new innovative way.
“In turn it will allow brands to show their softer side and players to feel the instant gratification of doing good while buying their virtual goods.”