Unicef UK has signed its first long-term partnership with a video game company that creates children's games.
Video game company Outright Games has comitted to raise a minimum of £200,000 for Unicef per year over the course of the deal, the length of which it has not specified.
Funds will be raised by selling video game bundles. All profits from these sales – after taxes, licensing and production costs – will go to the Unicef.
Outright Games’ first bundle will go on sale 28 April until 12 May and will include children’s characters like Peppa Pig and PJ Masks. It is planning to sell three more bundles to raise funds for the charity in 2023.
Funds raised will be allocated to Unicef’s resources for results fund, which is an unrestricted funding pool that the charity can allocate to wherever the need is greatest.
Mohini Raichura-Brown, deputy executive director of partnerships and philanthropy at Unicef UK said: “Children around the world face vast challenges - from conflict to climate shocks, as well as missing out on their right to quality education.
“I am proud of this partnership with Outright Games that brings their employees and dedicated customer base together to help UNICEF continue to make a difference to the lives of the most vulnerable children.”
A report found that in 2022 gamers and gaming companies raised £150m for charities globally supporting people in Ukraine.
Outright Games has produced titles like Transformer Battlegrounds and My Friend Peppa Pig which are licensed by Hasbro.
Chief executive Beth Goss said: “We couldn’t be prouder to come onboard as Unicef UK’s first ever official partner within the video game industry.
“Our aim is to take our best in class stable of licensed IPs and the passion of our global team, to raise as much money as we can to help improve the lives of all children across the world. We’re incredibly excited to bring our community together so we can make a real difference to those children who need help the most.’
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