RuneScape developer Jagex is introducing a month-long charity campaign that will convert virtual gold into real-world donations to support disadvantaged, at risk or seriously ill young people.
The Well of Goodwill campaign begins today, allowing users to gift some of their in-game wealth to charity. For every 10 million gold pieces gifted by the community, Jagex will donate $1 to charities including GamesAid, Willow, SpecialEffect, Action for Kids and the Internet Watch Foundation.
"At Jagex, we have always been passionate about our charity work," said COO Riaan Hodgson in a prepared statement. "As a company, we regularly raise funds and donate thousands of pounds to charities each year.
"However, we have been keen to create an innovative way to involve our community for some time, and hopefully as a result, scale the effectiveness and reach of our charitable giving efforts. With the Well of Goodwill, we believe we have created a perfect system to allow our players to support worthy charities through their in-game efforts without affecting their own real-world pockets."
Jagex will also support Gaming Tuesday, a part of the "#GivingTuesday" fundraiser on Dec. 3.