Kid-targeted virtual world Club Penguin will run its fourth annual Coins for Change event, inviting players to vote on how they want to split $1 million in donations to different charities.
From December 17 to 27, Club Penguin will invite its users to donate the virtual coins they earn in the online game to real-world causes. Disney Online will tally the number of coins at the end of the event to determine how it will divide its $1 million contributions to pre-selected charitable projects.
This year's partner charities -- which are aimed at "helping children, families and the planet" -- include Warchild, Free the Children, Wildlife Conservation Network, Partners in Health, Children’s Surgical Centre, and Rare. Disney Online intends to announce the results for Coins for Change on January 4.
Over 2.9 million Club Penguin players took part in the event last year and donated four billion in-game coins to different causes. The event's donations have so far helped 2 million people get medical care, enabled 200,000 children to go to school, and protected over a dozen endangered species and their habitats.
Launched in 2005, Club Penguin is free-to-play virtual world that offers optional paid subscriptions for access to additional features and content. Disney Online hasn't revealed audience numbers for the game lately, but Club Penguin is available in over 190 countries in English, French, Spanish, and Portuguese.
"It’s incredible to witness the passion our players have for making a difference in the lives of others, and we love being able to empower them through Coins for Change," says Club Penguin co-founder and Disney Online EVP Lane Merrifield.