UK government teams up with Candy Crush Saga in fight against coronavirus

By Emily Gera, Monday, 6 April 2020 21:06 GMT

The UK government has announced it is partnering with UK game developers to help spread the instruction to stay at home, as countries continue working to flatten the curve of COVID-19.

“Stay At Home, Save Lives”. That’s the message that is now appearing in Candy Crush Saga, Dirt Rally 2.0, Sniper Elite 4, and Farm Heroes, among others.

The Department for Digital, Culture, Media and Sport is seeking out new ways to remind people to stay at home and avoid unnecessary trips outdoors – an exercise that is expected to lessen the spread of the disease and thereby lighten the burden on the National Health Service.

Those participating in the effort include publisher Activision Blizzard King, which is inserting the “Stay at home” message across all its mobile games including Candy Crush Saga. The company also donated over 230 digital poster advertising spaces in London to help spread the message.

Game developers Rebellion and Codemasters will also including the public health messaging across their roster of games. For Rebellion that means Sniper Elite, Strange Brigade, and comics like 2000 AD. For Codemasters that means Dirt Rally 2.0.

“It is absolutely vital that we all follow the simple government advice to stay at home, protect the NHS and save lives,” said culture secretary Oliver Dowden. “I’m delighted to see the UK’s brilliant video games industry stepping up to strongly reinforce this message to gamers across the UK.”

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