Social casino studio FlowPlay is raising funds through its Vegas World free-to-play app for the American Cancer Society (ACS) during the month of March, offering players the chance to buy ACS-branded virtual goods.

The campaign is the first of its kind for the society and will see all proceeds benefitting ACS’ Road to Recovery programme.

The Road to Recovery programme helps people suffering from cancer to travel to treatment sessions, and provided almost 186,000 free rides to patients in 2015. The funds from the programme will directly support patients that do not have the means to transport themselves for life-saving treatment.

“It's really exciting when a company comes up with a creative campaign to support an American Cancer Society program,” American Cancer Society Great West Division executive vice president Stephanie Christensen said.

“When FlowPlay proposed an in-game fundraiser for Vegas World, we were immediately inspired by the creativity of the idea and the opportunity to raise awareness within the game and most importantly to generate funds to provide rides for patients to get to their cancer treatment,” she said. “We look forward to connecting with the Vegas World community and working with the team at FlowPlay to make this campaign successful.”

As part of the campaign, FlowPlay designed a limited edition ACS-branded taxi charm that provides a donation to the charity during its offer period between March 1st and March 28th.

“Cancer is a disease that has touched the lives of hundreds of millions of people worldwide. As one of the most established nonprofits fighting cancer and supporting patients and caregivers, and one that many members of our community asked us to support, the American Cancer Society was an easy choice for this campaign,” FlowPlay CEO Derrick Morton said.

“In 2015, we raised more than $60,000 through similar in-game campaigns for other organizations, and we anticipate this partnership with ACS to be our most successful to date.”

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