In the press Codemasters adds coronavirus message into DiRT Rally 2.0

April 6, 2020

Codemasters has added “Stay Home Save Lives” messages to its DiRT Rally 2.0 game, with the help from in-game advertising partners, Bidstack, in an effort to increase public safety amid the coronavirus crisis.

With almost 48,000 COVID-19 cases in the UK, the government has reinforced its instruction for all citizens to stay at home aside from essential travel or work.

To assist with the delivery of the message, which isn’t generating the required compliance from the public, Codemasters is taking action.

UK Gamers driving on DiRT Rally 2.0 will now see road-side banners with the important message from Public Health England – “Stay Home Save Lives.”

“At Codemasters, we came to realise that technology within our games, which enables the remote updating of banners within the virtual environment, could be repurposed to assist with the Coronavirus communication effort,” its vice-president of business development Toby Evan-Jones said. “This week, through collaboration with Bidstack Group PLC (providers of the ad-replacement infrastructure), we began delivering a version of Public Health England’s “Stay Home Save Lives” message into DiRT Rally 2.0.

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