Loot for Good

Objective

Call of Duty Endowment, a nonprofit helping U.S. veterans find quality employment, partnered with DAVID New York and USAA for Military Appreciation Month to leverage the massive Call of Duty player base as a fundraising channel. The campaign aimed to raise $1 million in donations while simultaneously raising awareness of the organization's mission to veterans.

Solution

Loot for Good was an in-game charity challenge embedded in Call of Duty: Warzone 2.0's DMZ game mode (May 1–7, 2023). Players could participate by extracting $30,000+ in-game currency per match, triggering $1 automatic donation from Activision Blizzard to the Endowment per match. Players could also donate real money—$1 per successful extraction, up to $10 per player—to multiply impact. The mechanic combined gameplay achievement with optional direct contribution, turning casual play into fundraising activity.

Results

The Loot for Good campaign generated $1 million in donations to the Call of Duty Endowment and surpassed its awareness target with younger audiences.