‘Call of Duty: Warzone’ in-game ‘charity run’ to benefit veterans

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Charity fundraisers often come in the form of marathons, 5Ks and walks. The Call of Duty Endowment (CODE), which raises funds for veteran employment, does just that, but with a different twist: Participants will virtually sprint across the island map “Call of Duty: Warzone” Caldera instead of an actual race. itinerary.

Activision Blizzard will donate $1 to the Call of Duty endowment for the equivalent of 10 virtual miles a player walks on the game’s massive Caldera map between May 26 and June 3, capped at $1 million, to celebrate Military Appreciation Month. Users will be able to follow their progress on Twitter by tweeting @CallofDuty with their Activision ID and #CODVeteruns100K.

“Charity races are both useful for raising awareness and for fundraising,” said Helene Imperiale, Marketing Director for CODE. “Everyone knows about charity racing, but we wanted to make it unique to our brand and do it in the style and fashion of Call of Duty.”

Users who reach 25km, 50km, and 100km will receive a bronze, epic silver, and legendary gold calling card respectively. A ranking of the top 100 players by distance covered will be updated in real time on the event homepage. No additional prizes will be awarded to those who are part of the ranking.

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Over the past decade, in-game events like Veteruns, Store Packs, and esports competitions have all been used as vehicles to raise money for charity. Between March 20 and April 3, all proceeds from “Fortnite” were donated to four humanitarian relief funds to help those affected by the war in Ukraine. Awesome Games Done Quick, in which players run hundreds of titles such as ‘Deathloop’, ‘Sekiro: Shadows Die Twice’ and ‘Super Mario 3D Land’ for charity, has raised over $3 million for Prevent Cancer Foundation. And “League of Legends” players sent $6 million to Riot Games’ Social Impact Fund through the purchase of the game’s 1,000th skin.

CODE and “Warzone” have teamed up before, releasing the Fearless Pack, with distinctive item and character skins, for “Modern Warfare (2019)” and “Warzone” in 2020 and releasing the Defender Pack in May for “Warzone Pacific” and “Modern Warfare.” The re-release was made after the Call of Duty Endowment placed its 100,000th veteran on the job after his military service. But setting up a “charity run” in the game was new to CODE. The idea came from Gut Miami, the advertising agency with which Activision is a partner.

“We all looked at each other and thought, ‘Why didn’t we think of this before?’ That’s how it was born,” said Fernando Machado, Marketing Director of Activision Blizzard.

Machado also brought Twitter into the conversation, hoping to use the platform to help raise awareness and encourage player engagement. According to Robin Wheeler, Vice President of Twitter Client Solutions, Call of Duty is one of the 10 most tweeted games in the United States in 2022.

Activision Blizzard used Twitter’s tools and API to create a tweet that will look like the previous hashtag #WarzoneReport. In this Twitter activation, players could tweet the @CallofDuty account to see their lifetime “Warzone” stats.

Machado said the developers will use a similar methodology from an old store bundle watch that tracked the steps to determine how many miles players ran in-game.

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The time it will take to reach 100 km depends on each player’s playstyle. People who stay in a building and exit the area might have a harder time completing the challenge than run-and-gun types. The developers haven’t revealed the actual size of the game’s Caldera map, though it’s comparable to the nine-square-kilometer playable area of ​​the previous Verdansk map.

“It’s pretty close to reality, how far people can run during a game and what people might run in real life, so it takes a long time to complete 100km,” Machado said.

However, the Charity Campaign is not available in the popular “Warzone” Rebirth Island mode.

The demographics of gamers and service members align, added CODE CEO Dan Goldenberg.

“These transitioning members are usually in their early twenties. I think that’s one of the reasons the cause remains so, so popular in Warzone,” Goldenberg said.

All funds raised will support CODE’s efforts to place veterans in jobs that match their level of experience, according to Goldenberg. Penn State’s collaborative research effort, The Veterans Metrics Initiative, showed that between 2016 and 2019, 61% of veterans reported underemployment three years after leaving the military.

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CODE selects the most successful nonprofits for veterans to assist them with grants and further its mission of helping veterans find high-quality careers. Deloitte helps identify top performing nonprofits to partner with for Activision. CODE currently works with eight partners in the US and two in the UK.

“It’s not just about writing checks, it’s about making sure you have a social impact that you can measure,” Goldenberg said.

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