INDEPENDENT NEWS

One thing to be thankful for this holiday season…

Published: Thu 22 Nov 2018 10:19 AM
Award winning game studio partners with North Shore Animal League America to help animal welfare.
Furistas Cat Cafe is the latest free to play mobile game from award winning game studio Runaway Play. Runaway has earned a name for themselves in recent years, due to the quality of their award winning “inspired by nature” games and for their work in diversity, resulting in viral twitter campaign #GirlsBehindTheGames which was backed by Google, Bethesda, Snowman and many other industry giants. Now Runaway is breaking new ground again, taking the underlying values of ethical pet ownership that are embedded in their latest game Furistas Cat Cafe outside of the mobile game and into the real world, through a partnership with North Shore Animal League America, the world’s largest no-kill animal rescue and adoption centre.
Runaway games are all inspired by nature - every one of Runaway’s games has a larger, ethical or environmental message behind it. For Furistas Cat Cafe, this message is about ethical pet ownership and that every cat deserves to be loved. Given these brand values, it’s a natural fit for Runaway to partner with North Shore Animal League America. Animal League America has saved more than 1,000,000 lives. As the world’s largest no-kill rescue and adoption organization, they understand that a rescue isn’t complete until each animal is placed into a loving home.
There is synergy between the work that Animal League America does in the real world, and the adoption and care gameplay in Furistas Cat Cafe. Both parties hope to use this unique partnership to drive awareness of the importance of ethical pet ownership.
North Shore Animal League America are hosting their annual ‘Get Your Rescue On’ Gala in Manhattan, New York on Friday November 30th, to help raise donations to build a feline care center. Runaway have designed in-game activations with the purpose of driving awareness within their fanbase of the charity’s core messages and activities. These in game activations include the addition of two new cats, in game ready for players to adopt. These cats are our artists depiction of real-life cats who are waiting and ready to be adopted from North Shore Animal League America. Runaway are also dedicating an in-game event around the Gala, and are donating to contribute toward the feline care centre.
Runaway has already been identified as an industry leader in the field of diversity in games - they now hope to lead the way again, encouraging more games companies to endorse ethical messages and look for charity partnerships so that their games can make a positive impact outside of the world of gaming.
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About Runaway:
Runaway Play (www.runawayplay.com) is a games developer and publisher based in Dunedin, New Zealand. They build beautifully-designed games inspired by the natural world.
Founded in 2010, Runaway began as the games division of world renowned factual television production company Natural History New Zealand. Runaway has enjoyed rapid growth in recent years. Four successful mobile game titles (Furistas Cat Cafe, Flutter: Butterfly Sanctuary, Flutter: Starlight and Splash: Ocean Sanctuary) are enjoyed by over half a million players each month from the US, across Europe, to China and Japan. Runaway also have a mobile VR title, Flutter VR made for Daydream by Google.
Runaway initiated the viral #GirlsBehindTheGames to empower and encourage young women into the gaming industry. They have also been celebrated as a studio making games focussed on accessibility, and are well known as a studio definitively making games for a female demographic.
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