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Yesterday’s iLunch 7.0 event had me thinking of new ways that digital gaming could be used in marketing and promotional uses. The BC Children’s Hospital has gone one step further by launching a fundraiser built around an online hockey tournament.

Keeping Kids In The Game pits fundraisers against each other during a series of NHL 09 online tournaments throught Xbox Live. After raising the minimum $100 required, players are entered in the tournament and compete through several rounds of play to find the tournament winner. The champion gets a trip to British Columbia, a tour of EA games, new gaming systems and, perhaps an even better prize for the avid gamer, their face inserted into NHL 10.

Here’s a perfect example of a positive way the gaming industry can change its image-which, as we discussed earlier, is that of sullen teenage boys holed up in darkened rooms all day. Here, gaming is being used for good, has a solid Canadian bent-hockey!-and also has the option for donors to raise funds without playing, for those without an Xbox or an interest in gaming.

By bringing the fundraiser online, the hospital also expands its reach from a local audience to one that’s countrywide. It’s also bold enough to allow for an element of competition, which is a departure from the feel-goodness of most fundraisers.

The funds needed to qualify to win your face in NHL 10 is a bit steep, though-$500-which might cut out some of the core gaming audience.

Still, here’s hoping the fundraiser succeeds-for the B.C. Children’s Hospital and for the reputation of the gaming industry.

If you want in, visit www.getyourfaceinthegame.com .

Categories: Features