Charitable organization (RED) and Stiks Gaming are leveraging the global interest in E3 to support its efforts in the fight against AIDS with a game tournament they’re calling (RED) Rush.
IGN Entertainment is sponsoring the tournament, which includes celebrity players and is open to everyone. It runs online from June 1-10 and at the event’s booth at the Electronic Entertainment Expo (E3) June 5-7.
Entrants join a team, make a donation to the cause, choose Xbox 360 or PlayStation 3, and pick a game to play from among EA Sports FIFA Soccer 12, EA Sports NHL 12, 2K Sports’ NBA2K12, Kinect Sports Season 2 and Forza Motorsport 4.
Led by Michael Wasserman and Brett Claywell, Stiks Gaming is designed specifically to match gamers with sponsored campaigns and charitable causes.
(RED) Rush Games is part of the multifaceted (RED)Rush to Zero campaign, a global initiative that seeks to eliminate mother-to-child transmission of HIV by 2015.
“Gaming is a passion for millions of people, and (RED) is going to tap into that passion to get people focused and engaged in our efforts to help deliver an AIDS Free Generation by 2015,” said Deborah Dugan, CEO of (RED). “We’re giving gamers an incredibly fun way to compete in a world-class tournament while doing good at the same time.”
Among those already signed up to participate are: Kate Upton, Michelle Rodriguez, Funny or Die, Samantha Ronson, Converse, Michael B Jordan, Kris Allen, Jorge Garcia, Autumn Reeser, Scott Porter, Ryan Cabrera, Wayne Brady, DJ Colleen Shannon, Aldis Hodge, Al Shearer, Kerli, Brian White, Chingy, Cobi Jones, Electric Touch, Jason Mewes, Stephen “tWitch” Boss, iLuminate, Chad “Madd Chadd” Smith and Fatal1ty.
Partners in the awkwardly-named (RED) include Apple, the Coca-Cola Company, Starbucks, Beats by Dr. Dre, Belvedere, Bugaboo, Nike, Penfolds, SAP and American Express, companies which contribute up to 50 percent of the proceeds from the sale of (RED) products and services to help fight AIDS.
(RED) Rush – official site
(RED) Rush – press release
(RED) – official site
Stiks Gaming – official site
IGN Entertainment – corporate site