IFRC


Electronic Arts and the Red Cross to offer aid in SimCity

Publié: 17 septembre 2013

First ever multi-country video game collaboration for the Red Cross

Electronic Arts Inc. (EA) today announced the first ever collaboration and promotion with the Red Cross and ten National Societies* from around the world that will enable SimCity™ players to provide assistance to real people impacted by real-world natural disasters just like they do for their Sims in-game. Players will draw parallels between the real world disaster response the Red Cross provides and what they will be able to do in-game. When a natural disaster strikes their in-game cities, players can supplement the available in-game emergency services with additional assistance from the Red Cross relief centers by purchasing the Red Cross branded digital content. This downloadable content will be available for 9.99 US dollars; EA will give a minimum of 80 per cent** of proceeds to the Red Cross.

“Collaborating with the Red Cross is a small way for EA to help others through our creative work,” said Patrick Buechner, GM of the Maxis Emeryville studio. “The content we created alongside the Red Cross not only gives aid to the Sims within our players’ cities, it also enables players to help real people who have suffered from disasters in the real world. After recouping our development costs, the remaining proceeds will go to the Red Cross to help support their work across the globe.”

The downloadable content includes a Red Cross relief centre, tents and two vehicles that will travel around a player’s city in response to a natural disaster. When a meteor strikes, an earthquake occurs or a tornado touches down, Red Cross tents will appear in various locations throughout a player’s city. Sims that would otherwise have been critically injured are, instead, offered aid at the Red Cross relief tents. As the city recovers from the natural disaster, the Red Cross tents will disappear. Each disappearing tent will then release ten healthy Sims back into the player’s affected city. Ambulances, fire trucks and police cars will continue to protect a player’s city alongside the Red Cross services.

“This creative partnership with EA will inform players of the key services that the Red Cross provides during real world disasters,” said Neal Litvack, Chief Development Officer of the American Red Cross. “This will bring the Red Cross mission to the public and consumers in an exciting and interactive way while raising funds to support the work of the Red Cross to provide humanitarian services around the world where it is needed most.”
This Red Cross set will be available for one year starting on 17 September 2013.

Throughout this year-long campaign, EA will give 80 per cent of the player’s payment (less applicable taxes) for the Red Cross downloadable content, with a minimum of 100,000 US dollars, to support humanitarian services of the participating Red Cross National Societies.

To find out more about the SimCity and the Red Cross in-game content, please visit: www.simcity.com.  For more information about the Red Cross and Red Crescent, please visit: www.ifrc.org.

SimCity has been rated E10+ by the ESRB and is currently available for PC and Mac.

*Participating Red Cross National Societies are the American Red Cross, British Red Cross, Danish Red Cross, Finnish Red Cross, French Red Cross, German Red Cross, Italian Red Cross, Norwegian Red Cross, Spanish Red Cross and the Swedish Red Cross.

** EA’s agreement with the Red Cross gives the participating National Societies a minimum of 80 per cent of EA’s proceeds (less applicable taxes) from all sales of this new in-game Red Cross branded content during the promotion.

For more information, please contact:

Rachel Steinberg
Senior Publicist, Maxis/EA
650-628-5183
simcitypr@ea.com

About Maxis™

Maxis, originally founded in 1987, and now an Electronic Arts label with studios in Emeryville, Redwood Shores, Helsinki, and Salt Lake City, has created some of the world’s most popular franchises including SimCity, Spore™, and The Sims™, one of the best selling franchises in gaming history. Maxis games exemplify deep simulations that encourage player-driven creativity while delivering unique genre-defining style of gameplay.

About Electronic Arts (EA)

Electronic Arts is a global leader in digital interactive entertainment. The Company delivers games, content and online services for Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 300 million registered players and operates in 75 countries.
 
In fiscal year 2013, EA posted GAAP net revenue of $3.8 billion US dollars. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality blockbuster brands such as The Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield™ and Mass Effect™. More information about EA is available at www.ea.com/news.
 
SimCity, Maxis, Spore, The Sims, Need for Speed, Mass Effect and Battlefield are trademarks of Electronic Arts Inc. and its subsidiaries. John Madden, NFL and FIFA are the property of their respective owners and used with permission.

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