NHS Blood and Transplant has partnered with video game Clash Royale to drive awareness of organ donation amongst its millions of UK players. It’s the first time NHS Blood and Transplant has partnered with a video game, and comes as waiting lists reach a record high with over 8,000 people in the UK waiting for an organ transplant – and with more than 1,000 of them under the age of 35.
New research by the NHS and Clash Royale found the majority of young adults have not registered an expressed decision to become an organ donor, with many unsure what it involves or how to register.
68% of gamers said that they would be keen to learn more about organ donation through playing video games. Clash Royale is rewarding players in the lead up to Halloween with a free in-game badge, redeemable once they learn more about organ donation via the Clash Royale Store website.
Anthony Clarkson, Director of Organ and Tissue Donation and Transplantation at NHS Blood and Transplant, said: “We’re excited to be partnering with Clash Royale to help raise awareness of this important issue with its millions of players. Sadly, someone will die today waiting for an organ transplant so it’s really important that people, especially young people, have the conversations with their families about organ donation and make their decision known by signing the Organ Donor Register. You are more likely to need a transplant than you ever are to be a donor – and most of us would accept an organ if we needed one – but far fewer of us have made the decision to donate. By confirming your decision on the NHS Organ Donor Register, you could save or transform up to nine lives.”
The NHS Blood and Transplant and Clash Royale partnership is part of a wider Clash Royale campaign, which marks the Evolution of the game’s Skeleton Army card.
Clash Royale is a real-time multiplayer mobile game (iOS/Android) by Supercell, which has been downloaded over 1.5 billion times. Players use a deck of cards to deploy units, spells, and buildings, with the aim of destroying the opponent’s towers while defending their own. Battles last around three minutes, and players can collect and upgrade cards, join clans, and participate in various challenges and events.
