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Social Gaming For A Cause: Asvathaa Ties-Up With Sankara Eye Foundation; Angry Brides

Asvathaa, a company which designs and produces animated content and games, has tied up with The Sankara Eye Foundation, a non-profit organization, to start a charitable initiative wherein half of the revenue earned from the sale of uniquely branded virtual goods on its Facebook game Karma Kingdom, will go to the foundation. The Sankara Foundation intends to raise funds through the social game, for the cause of restoring vision to the poor and disadvantaged.


According to the company, a single Karma Kingdom player can make a significant contribution towards a surgery, since SEF claims that it can complete a vision restoration cataract surgery for $30. Sankara Eye Foundation (SEF) initiates and drives community eye care activities in India by working with Sankara Eye Care Institutions, which run the Sankara Eye Hospital in Coimbatore and seven other locations in India.

The game, Karma Kingdom is based on Hindu mythology and guides players through various lessons based on them. The life-simulation game is about constructing a new civilization after chaos and players are guided by virtual mythological figures including the Hindu god Ganesha, who guide players in the game play. They earn Karma and goodwill as they complete tasks assigned by virtual gods, and can redeem points for charitable causes and buy virtual goods through Facebook credits to contribute.

Social Gaming For a Cause

Recently, Shaadi.com also launched a Facebook game called Angry Brides to create awareness and reflect the company’s stand against Dowry. The game play involves hitting dodging grooms who demand dowry, with a weapon of choice. Each hit decreases the price of the groom and adds the money saved to the player’s Anti-Dowry fund, which players can choose to publish on their Facebook wall or tweet to their timeline. The game did not involve any real money but aimed at spreading awareness surrounding a social cause.

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With social games, it’s easy to create a ripple effect since users in turn influence their friends who spread it even further. So, while retaining the fun element, social messages can be propagated at a faster pace. Also, the exercise helps companies to build-up their image of being a socially relevant brand, and gain customer goodwill.


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