Ronald McDonald House Chairties: Skins for Charity

In McDonald's latest initiative, well-known e-sports profiles and gamers have donated their most unique digital skins in favor of the Ronald McDonald House Charity in Sweden, which supports seriously ill children and their families through tough times. The exclusive ingame items were auctioned by Stockholms Auktionsverk and raised a total of SEK 67 000 kronor. Skins are digital ingame objects that change the look of players' equipment, such as shields, gloves, weapons, or knives.
Agency: NORD DDB

In the gaming world, skins are already a well-known concept among gamers. Gamers want unique skins to create their own digital style, which has also led to some skins with unique patterns being sold for large sums. In one of the most popular multiplayer online games, Counter Strike, the value of a skin can amount to millions. Counter Strike's growing popularity has led to the development of an entire marketplace for skins around the game. In December 2021, McDonald's arranged an auction to enable Sweden's leading e-sports players and gamers to contribute to the Ronald McDonald House Charity by donating their most exclusive Counter Strike skins. The revenue from the auction went to the Ronald McDonald House Charity in Sweden, to support the work of giving more families with seriously ill children the opportunity to live in a home-like environment by the specialist hospital. For the children, siblings and families in the houses, gaming is a part of everyday life. Most of the houses are equipped with computer game equipment and many of the children who live in the houses are fans of the stars who now contribute their skins to the auction.
E-sports professionals and gamers Olofmeister, GeT_RiGhT, Fragaria, Jaegarn, Friberg, Niffonen, f0rest and Nessa donated some of their most coveted skins to the auction. The objects consisted of, among others, Olofmeister's world-famous skin AWP Asiimov a.ka. "BOOSTMEISTER 2014" that went for as much as 19 thousand kronor. In total, 67 thousand kronor was raised, which is triple the value of the skins if they were sold on an actual market.