|Product / Service||TENCENT FOUNDATION|
|Category||A09. Branded Games|
|Entrant||HYLINK DIGITAL SOLUTIONS Guangzhou, CHINA|
|Idea Creation||HYLINK DIGITAL SOLUTIONS Guangzhou, CHINA|
|Media Placement||TENCENT MARKETING SOLUTION Shenzhen, CHINA|
|Production||HYLINK DIGITAL SOLUTIONS Guangzhou, CHINA|
|Roy Nie||Hylink Digital Solutions Co., Ltd. Guangzhou Branch||ECD|
|Ivory Xu||Tencent Maketing Solutions||Project Manager|
With the popularization of smart phones in China, playing phone games has become an important form of entertainment for the young. Meanwhile, China tops in the number of paid game players in the world. These players are often willing to spend a lot on props to counter game challenges. TENCENT FOUNDATION created the very first charity phone game in China – MISSION ENLIGHTENING, getting the young to experience the challenges kids face on their way to school in remote mountain areas.
In remote mountain areas of China, kids normally take 2 hours to walk to school. Without any lighting, the journey is no less than an adventure. To construct lighting for 10 villages, it has to raise at least $90000. It is not a huge amount whilst traditional way of fund raising won’t help. As an online charity platform, TENCENT FOUNDAITON hoped to communicate with the young in a new way - not only revealing the harsh truth of living in mountain areas, but also achieving effective donation to fund physical construction of lighting.
Game spending has become a dominant consumption component among the young. We aim to build a differentiated relationship with the young which effectively stimulates donation. Therefore, we created the first charity social game of China – MISSION ENLIGHTENING. The game restored a world without any lighting. The players would experience the role of a student walking to school in total darkness with risky challenges. At the same time, the game softened the setting of donation. The donation was done in the form of prop purchase – players who immersed in the game would pay willingly to counter obstacles for their roles.
We created MISSION ENLIGHTENING which simulated the risky journey to school. Playing the role of a student walking in dark, the player could easily feel his frustration. The player had to purchase light props to see the surroundings and counter several difficulties. In the form of prop purchase, we aimed to make the donation more fun – solving problems both virtually and physically.
From 16 Nov 2018 onwards, MISSION ENLIGHTENING was online on WeChat and QQ (the top two social platforms of China). The player would experience the role of a student, walking in mountains without any lighting. Darkness would spread and the player could easily fail. To continue the game, the player would have to purchase props to light up the way. The money received would be used for physical construction of street lighting. The game synchronized the friend-circles of WeChat and QQ, encouraging players to compete among friends thus to attract more participants. The communication was soon amplified and donation was actively accumulated.
This program gained recognition in both charity and gaming industries. It was awarded as BEST Mini-GAME OF 2018 by YOUDING AWARDS. Around 1,100,000 players participated in the game within two months. The final amount raised exceeded the target by a lot. The game ultimately raised $268,000 (US Dollars) 300% more than the initial target, which was able to construct street lighting for around 30 villages. More importantly, MISSION ENLIGHTENING changed the way a donation should be, attracting those who never donate before to contribute with passion and fun. More and more charity organizations start to create their own charity games, booming the growth of online charity industry as a whole.