Total Licensing Winter 22

Page 57

TOTAL LICENSING

Seeking Commercial Partners for its Hero Up gaming platform Gaming is one of the newest fundraising initiatives for Help for Heroes through its Hero Up platform, providing the charity with an exciting opportunity to tap into a new, more diverse target audience and create a totally new income stream. Since the launch of Hero Up in 2020, UK-based Help for Heroes has raised over £70,000 through a series of fundraising events and the support of several important commercial partnerships which have helped cement Hero Up as a major player in charity gaming. For example, World of Warships partnered with the charity with a Remembrance Day Charity Bundle set. Gamers were able to purchase exclusive in-game items including a Remembrance flag and patch. One hundred percent of the sales from the bundles were donated, raising an incredible £33,373.40 across 70 countries including the UK, Germany, Australia and Canada. What was also key, was that it created an opportunity for veterans to play together online to commemorate Remembrance at a time when Covid made it difficult for people to get together to mark the date in person. Help for Heroes also partnered with Codemasters, a leading UK developer of console, PC and mobile games, who supported a fundraising event sent up by veterans by streaming a tournament of the new video game, F1® 2021. Codemasters also provided veterans with

codes, meaning the tournament game, F1® 2021, was available to them at no cost. Jonathan Bunney,VP of Codemasters Publishing at EA, explained, “Choosing to partner with Help for Heroes and their Hero Up gaming initiative was an easy decision to make. It’s an honour to collaborate with Help for Heroes, whose work not only has a profound impact on the lives of veterans but their families too.” Following the success of partnerships like these, the charity is keen to work with more publishers and commercial organisations in the gaming sector. It is exploring opportunities for cause related marketing through things like in-app game purchases and stem bundles, help with putting on fundraising events

and pro-bono support and shared expertise to maximise the opportunities through Hero Up. Andy Johnson-Creek, Head of PR at Help for Heroes added, “Our veterans have really got behind Hero Up because, for many, gaming has become a valuable part of their social life after leaving the Armed Forces due to physical or mental illness, helping them stay connected. It is also now a vital part of recovery for many of the veterans that we support and helps with issues such as stress, anxiety and even PTSD. “We think that this is what makes Hero Up such an exciting platform for commercial partnerships as it is about much more than just money, as important as that is. It’s also a way to get involved in something that makes a difference to veterans’ lives, gives them purpose and helps shape their recovery journey.” To get involved visit https://www.helpforheroes.org.uk/ give-support/fundraise/hero-up/

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Legally Speaking

4min
pages 64-65

New Column* Sustainability

4min
pages 62-63

Lego reaches record heights

5min
pages 60-61

Hong Kong Licensing Show Set for April

2min
pages 58-59

Licensing and the Metaverse

3min
page 56

Gaming with Help for Heroes

2min
page 57

Focus on The Nordics

14min
pages 51-55

Eco-protection from Studio 100

3min
page 50

Canadian market spotlight

14min
pages 46-49

Germany - Peter Hollo’s Groundhog Day

3min
page 34

The Design Experience Framwork

5min
pages 42-43

The German Marketplace

19min
pages 37-41

Artistory launches artist collab programme

2min
page 44

Kiddinx to rep Pippi Longstocking

3min
pages 35-36

Funky Friends

1min
page 33

Interview: Greg Childs OBE

6min
pages 16-19

Moonbug - Creating something special for kids

3min
pages 30-31

Talking Supermasked - unmasking the heroes

3min
pages 26-27

Global news

13min
pages 8-15

Rachael Hale

1min
page 32

Interview: Jeremy Padawar, Jazwares

2min
pages 24-25

Brave Bunnies - a Ukranian export

4min
pages 28-29

Popeye and Olive Oyl in food collabs

6min
pages 20-23
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