Canadian game developer joins the fight against AIDS

Two years ago, if you would have told Guiz de Pessemier he would be creating a mobile game that would be downloaded by millions, he would have laughed out loud. Yet with a team of just 10 people by his side, he’s done just that, catching the attention of one of the world’s biggest tech companies on the globe … Apple.

“Everything is happening so fast. This is a big deal. It’s all part of a fairytale we’re living in,” de Pessemier said.

De Pessemier is the co-founder of Outerminds, a Montreal game developer responsible for the blockbuster hit PewDiePie’s Tuber Simulator. His studio is one of 10 Apple has invited to take part in “Games for Red,” a new initiative in the fight against AIDS.

For the next seven days, Outerminds and other developers will offer in-game purchases with all proceeds going directly to (RED), a foundation fighting for an AIDS-free generation.

“We just released the game a month and a half ago,” de Pessemier said. “We haven’t had time to sit down and just realize what is happening to us.”

Outerminds is tiny compared to some of the other players. Electronic Arts, Zynga, and Rovio, famous for the Angry Birds franchise, will all be taking part in Games for (RED), offering exclusive custom content to gamers willing to part with a few dollars for AIDS research – a campaign that has proven to be wildly successful.

Over the past 10 years, (RED) has raised more than $360 million for AIDS research. Apple has been one of the largest partners, bringing in $120 million to date. It’s hard to believe it all began with a simple red-coloured iPod nano 10 years ago.

“They have put the power of their ecosystem to make it easy for people to get involved in the AIDS fight” says (RED)’s Chief Digital Strategist Chrysi Philalithes. “It’s turned into an AIDS fighting force.”

This year Apple will donate a part of the proceeds from 23 i(Product) RED items, including a newly announced (RED) iPhone 7 smart battery case and (RED) iPhone SE case. On top of that, for the first time ever, the company will donate $1 For every purchase made via Apple Pay at Apple stores or through Apple’s App Store. It will also raise money through iTunes, where all proceeds from The Killers holiday album will go towards (RED)’s global fund.

“Doing something good doesn’t have to be really hard” says Lisa Jackson, Apple VP of Environment, Policy and Social Initiatives. “Our customers, millions of people we touch around the world…this is a great privilege and honour to say to them here’s an opportunity to give back along with us. That’s really special.”

Just 30 cents is enough money to provide a day’s worth of life-saving anti-viral medication to people suffering from HIV. Today more than 18.2 million people around the globe rely on the life-saving drugs. That same drug can prevent a mother from transmitting the virus to their unborn baby.

“Everyone can make a difference with just a small amount of money” says Philalithes. It’s incredible and it’s needed. We have this opportunity to end AIDS by 2030 and we’re going to do it by everyone being involved,” de Pessemier said.

De Pessemier has high expectations for the funds expected to be raised by PewDiePie’s Tuber Simulator. But what’s even more important to him is the opportunity to empower a new generation with knowledge about a disease that has ravaged so many parts of the world.

“When we were in school, we were vary aware. AIDS was everywhere I don’t think its like this anymore. They’re just not talking about it,” de Pessemier said. “It’s cool to build a new generation to be aware. We’re just excited, thinking about it.”

Games for (RED) runs from December 1st to December 6th.