EA Sports has reported on its website that it will be offering the Movember campaign $500,000 dollars' worth of in-game advertising for free. The ads will run during November and should be seen by millions of players, and more importantly – since Movember involves the kind of facial hair growth of which women are generally incapable – millions of male players. While there are obviously female players enjoying FIFA 13, NHL 13, and Madden NFL 13 too, you have to admit that if you want to target advertising at millions of men you couldn't really pick a better way to do so.
Movember is a global campaign that started in 2003 and has grown rapidly in popularity since then. The idea is for men to grow a moustache and raise sponsorship money for doing so that will then be donated to Prostate Cancer UK and the Institute of Cancer Research. Last year, “Mo Bros” raised £79.3 million ($126.3 million).
If you're going to pull a publicity stunt, it might as well be one that benefits charity, right?
