Zynga partnered with American restaurant chain Pizza Hut to raise money for the World Bank’s 2011 World Hunger relief campaign by enabling in-game purchases of virtual items linked to charitable causes.

In our research for the Future Of Gaming report, our consulting team noticed a growing tendency towards using gaming To Promote Fundraising. One example of this trend is the Share A Slice Of Hope campaign, where Social network game developer Zynga partnered with American restaurant chain Pizza Hut to raise money for the World Bank’s 2011 World Hunger relief campaign by enabling in-game purchases of virtual items linked to charitable causes. As part of the Share A Slice Of Hope campaign, players of Zynga games like Farmville, Cityville and Empires & Allies, could purchase limited edition in-game objects sponsored by Pizza Hut which donated all proceeds to the World Bank and its campaign to reduce hunger worldwide. For example, Farmville users purchasing a blue horse-drawn cart full of vegetables stamped with the World Food Programme initials donated US$5 to the relief efforts. All proceeds are donated to the World Food Program, marking the first time Zynga has partnered with a brand in this way.

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