The App Store rolls out special game features to raise money for AIDS

One of the most popular video game platforms in the world is throwing its weight behind the campaign to fight AIDS.

Angry Birds championed the rise of mobile gaming. Clash of Clans and Kim Kardashian: Hollywood are currently two of the most successful mobile games on the market. All three games are offering new content, for two weeks beginning on Nov. 23, to raise money for Bono’s Global Fund to fight AIDS.

The Apps for (RED) section of the App Store features 25 different apps that are selling content specifically designed for the fundraising effort. Angry Birds is selling exclusive levels, and a homing ability for the titular birds. Clash of Clans is selling decorative (RED) gems for players’ Town Halls, and Kim Kardashian: Hollywood is selling (RED) branded clothing and accessories.

(RED) is an organization founded by philanthropists Bobby Shriver and Bono in 2006. (RED) sells branded products and holds events to raise money for the Global Fund, which fights not only AIDS, but also tuberculosis and malaria in Africa. All the proceeds from a purchase of an app in the Apps for (RED) section of the App Store, and from In-App purchases of (RED) exclusive content, will go to the Global Fund until Dec. 7.

“For eight years, our customers have been helping fight AIDS in Africa by funding life-saving treatments which are having a profoundly positive impact. This year we are launching our biggest fundraising push yet with the participation of Apple’s retail and online stores, and some of the brightest minds in the App Store are lending their talents to the effort as well,” said Apple CEO Tim Cook in the campaign announcement.

In addition, special edition (RED) iTunes gift cards will be distributed on Friday to anyone who purchases specific Apple products. A percentage of each gift card will be donated to the Global Fund by Apple. World AIDS Day is on Dec. 1 and a portion of every sale at Apple online and retail stories that day will also go to the Global Fund.

(RED) works with a long list of corporate partners and has raised $275 million to fund its efforts in Africa.

H/T VentureBeat | Photos via Glu Games Inc. and Rovio

Dennis Scimeca

Dennis Scimeca

Dennis Scimeca was the Daily Dot's gaming reporter until 2016. He loves first-person shooters, role-playing games, and massively multiplayer online games. His work has appeared in Salon, NPR, Ars Technica, Kotaku, Polygon, Gamasutra, GamesBeat, Paste, and Mic.