In the press

Playstation Lifestyle: DiRT Rally 2.0 and Other Games from UK-Based Devs to Display Coronavirus Safety Ads

April 6, 2020

Award winning game publisher, Codemasters, worked with in-game advertising platform, Bidstack, to deliver ‘Stay Home, Save Lives’ message in DiRT 2.0.

A few UK-based game studios are displaying coronavirus safety ads in their titles. One theme centers on “Stay home. Save lives.” Three studios are taking part in the initiative, including Codemasters, Rebellion, and King. Codemasters, of course, is responsible for DiRT Rally 2.0, which becomes available for PS Plus subscribers this week. Rebellion and King are home to Sniper Elite 4 and Candy Crush, respectively. The coronavirus ads feature across each of these titles and others. Since the technology behind the ads is geo-targeted, only gamers in the UK will run into them.

Rebellion CEO Jason Kingsley reached out to Department for Digital, Culture, Media and Sport (DCMS) to ask how the company could help in these troubling times. “A lot of people spend hundreds of hours in computer games,” he told BBC News. “And in this case, we thought we could help society by reminding people of their obligations to others.”

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