Cancer charity to launch online gaming offering
Marie Curie Cancer Care hopes to expand donor base with 'coffee break games' on new gaming platform
UK cancer charity Marie Curie Cancer Care (MCCC) is to launch an online gaming platform in September through a deal with product development agency Paper.
The charity has teamed with Paper to produce paid-for lottery, raffle, bingo and instant win games, and hopes to develop the platform into a white label solution in the long term.
MCCC and Paper hope the site, which is funded by the UK government’s Cabinet Office through independent investment provider Nesta, will attract up to 100,000 users in its first year.
The development comes after the charity’s standalone lottery website “ containing the Lucky Numbers game – failed to return the investment or acquisition numbers the charity sought, with MCCC gaming development manager Adam Morecroft blaming a lack of excitement in the offering.
“The online presence isn’t a ‘game’ as such as it’s a form you fill in to set up a direct debit, which in turn enters you in a draw. It’s fun, but hardly engaging or warranting repeat visits,” Morecroft said.
The new platform will run separate to the Lucky Numbers product, which will find a place on the new site. “After some user testing and subject to contract, this may then replace the standalone Lucky Numbers offering,” Morecroft confirmed to eGR.
The site is intended to provide a significant new source of revenue for the charity
“The crucial funds raised will help Marie Curie Nurses provide more free care to people with terminal illnesses in their own homes and in the charity’s nine hospices,” Morecroft added.