710831Playmob Engagement PlatformClosedGRD Proof of ConceptInnovate UKThe millennial generation comprises of people born 1980-2000. It is the biggest generation the world has ever seen (2.5billion) and will comprise 50% of the workforce by 2020 (75% by 2030). They are tech-savvy, socially-connected & socially conscious. Their spending power is on the rise & they control it themselves. They will switch brands and products for those that are ‘giving back’ to society. Brands increasingly realise that customers want to buy from and work with companies that are giving back. Finding ways to link businesses to good causes improves brand perception and consumer loyalty for their products and services. (Why Millennials Matter, Blackbaud, Charities Aid Foundation). Legislation is increasingly being passed to ensure business contributes to society. Indian companies over £80m in size are now required to give 2% of net profit to charity. This will generate over $US2billion of donations annually. (Economic Times). We have repeatedly proven that linking user actions within digital games (e.g. completing an in-app purchase) to social causes benefits all parties. We have enabled significant commercial and social impact (inc. $881,508 in donations) across many projects with 166 games companies (inc. EA, Rovio, Jagex) & 146 charities (inc. Save the Children, Comic Relief & WWF). Scaling this is limited, however, by the time and effort it takes to manually undertake each integration of a game with our tracking platform (approx. 6-12 weeks). Brands need to be able to create campaigns quickly and to quantify impact with organisationally-specific reporting. Charities need an easy way to find appropriate brand partnerships. Application publishers need easy integration. This R&D project aims to investigate the technical feasibility and commercial potential for a proof of concept of a new technology that can automate the process of linking user actions in all forms of digital applications to social causes.