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Apple, Supercell introduce in-app purchases for charity

Supercell, creator of the mobile hit Clash of Clans, has partnered with Apple in an App Store-wide charity promotion, introducing a number of in-game microtransaction items benefiting The Global Fund To Fight AIDS.

This week, Clash of Clans, Boom Beach, and Hay Day players can purchase specially marked in-game currency packs in order to support AIDS treatment and research.

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Supercell’s App Store apps have been updated with special (RED)-branded items that players can purchase for in-game perks and bonuses. From now through Friday, all proceeds earned through (RED) currency will be donated to The Global Fund To Fight AIDS.

Eligible items include the Pile of Gems in Clash of Clans, the Pile of Diamonds in Boom Beach, and the Bag of Diamonds in Hay Day. Users who purchase any of these packs this week will also receive an exclusive cosmetic item specific to each game that will remain in player inventories after the event concludes.

All three games have also been updated with new red-tinted color schemes and character designs as part of the ongoing promotion.

Supercell develops and manages many of the world’s most popular gaming apps, and Clash of Clans regularly ranks among the top five grossing apps in both the iTunes App Store and on Google Play. In Clash of Clans, players build and fortify a military base while assembling an army of barbarians, archers, and other character classes. Stored armies can then be unleashed on other players for bonus loot and materials.

Boom Beach follows a similar formula, putting players in charge of a beachside encampment that must be fortified against invaders. Hay Day, in contrast, shifts away from Supercell’s multiplayer-oriented fare with low-key gameplay that focuses on the production and sale of virtual crops, clothing, and prepared dishes.

Supercell’s (RED) promotion will be active through December 4th at 8 a.m. PST.