BitMonster Games' free-to-play iPhone and iPad title, (THRED), comes with an in-app purchase that costs $209.99. Under normal circumstances, such a price is exorbitant, but as you'll soon learn, (THRED) isn't exactly a normal game. This endless runner was created in collaboration with Coca-Cola and (Red) to raise awareness of expecting mothers living with HIV, the virus that causes AIDS.
Medication exists that, when taken, gives babies a 98 percent chance of being born without the virus. That said, all proceeds from in-app purchases (after taxes) will go towards the Global Fund to invest in HIV/AIDS programs in Africa. Why $209.99? Because the drugs cost an estimated $205 per person; the game also includes IAP at different prices.
We've yet to play the game, but it definitely looks like nothing we've seen before. It also has an interesting soundtrack, featuring a donated track from Tiesto, along with music from DJ Poet and TOKiMONSTA.
Personally, we think this is a great idea, and hope (THRED) receives plenty of attention in the months ahead.