NEW YORK (AP) — The notion that online gaming could help players develop charitable habits seemed bold when the anti-poverty nonprofit Comic Relief US tested its own multiverse on the popular world-building app Roblox last year.

As philanthropy wrestles with how to authentically engage new generations of digitally savvy donors, Comic Relief US CEO Alison Moore said it was “audacious” to design an experience that still maintained the “twinkle” of the organization that’s behind entertainment-driven fundraisers like Red Nose Day.

But the launch was successful enough that Comic Relief US is expanding the game this year. Kids Relief’s second annual “Game to Change the World” campaign features a magical new Roblox world, an exclusive virtual concert and a partner in children’s television pioneer Nickelodeon.

The goal is to instill empathy and raise money through a scavenger hunt across various realms, including SpongeBob SquarePants and Teenage Mutant Ninja Turtles. Users travel through portals to collect magical tools that will improve their surroundings. The net proceeds from in-game purchases will be donated.

The community-building inherent in collaborative gaming is intended to subtly encourage off-screen acts of kindness.

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“It’s a little bit like me helping you, you helping me — all of us together. I love the idea of doing that in a game space,” Moore told The Associated Press. “It’s not meant to be a banner ad or a sign that says, ‘Do Good.’ It’s meant to be emblematic in the gameplay itself.”

Nickelodeon is also promoting an instructional guide for kids to start their own local projects in real life such as backpack drives.

Quests are delivered from wizards voiced by “Doctor Who” icon David Tennant, “Veep” star Tony Hale and “Never Have I Ever” actress Maitreyi Ramakrishnan. One wizard invites users to “embark on an enchanted journey to awaken the heart of your community.”

The campaign will culminate in a weekend music festival on Roblox beginning Sept. 13 that features rock band Imagine Dragons, whose lead singer Dan Reynolds has focused his philanthropy on LGBTQ+ causes. Virtual acts also include Conan Gray, Poppy, d4vd and Alexander Stewart — all musical artists who got their big breaks on YouTube.

Moore said she was “blown away” by last year’s numbers. The inaugural game has been played for over 55 million minutes and one performance received the highest “concert thumbs up rating” ever on Roblox, according to Comic Relief US.

Charitable donations are increasingly being made through gaming, according to business strategist Marcus Howard.

The fit comes naturally, he said, considering that young people value experiences such as gaming over the material possessions that past generations might have bought at a charitable auction.

“It just makes sense,” Howard said.

But he finds that partners must overcome the negative stigma associated with online chat rooms. To its credit, Howard said, Roblox combines the creativity of popular competitor Fortnite with less “toxicity” because of its emphasis on cooperation over competition.

Comic Relief US kept in mind the need to build a game that appeals to both children and their parents, Moore said.

To navigate that tricky balance, the nonprofit has adopted a mindset that she credits Nickelodeon with originating: Include parents in the conversation but speak to their children.

“Good games are good games,” Moore said. “Good games that make me feel good are good things.”

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Associated Press coverage of philanthropy and non-profits receives support through the AP’s collaboration with The Conversation US, with funding from Lilly Endowment Inc. The AP is solely responsible for this content. For all of AP’s philanthropy coverage, visit https://apnews.com/hub/philanthropy.

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