Building off of a successful partnership in 2018, in 2024, Blizzard Entertainment and the Breast Cancer Research Foundation (BCRF) teamed up again for the “Mercy for a Cause” campaign. The goal was to leverage the network and dedicated community of their popular video game, Overwatch 2, to fund critical breast cancer research. The campaign sought to deepen the connection between gaming culture and philanthropic endeavors, demonstrating the power of community-driven impact.
In 2024, Blizzard Entertainment partnered with the Breast Cancer Research Foundation for the Mercy for a Cause campaign, building upon the success of their 2018 partnership, which raised more than $12 million for critical breast cancer research through sales of the limited-edition Pink Mercy skin in the Overwatch game, among other activations.
Years of fan speculation and demand fueled anticipation for the return of Pink Mercy, and we leveraged the power of social media to turn that excitement into a viral moment. With a bold, high-impact content strategy on new platforms like TikTok and Twitch, we reignited the internet, teasing the comeback of Pink Mercy.
During the two-week “Mercy for a Cause” campaign in June and July, Overwatch 2 players could purchase the original limited-edition Pink Mercy skin from the 2018 campaign. This year’s campaign further upped the ante with a new limited-edition Rose Gold Mercy Bundle. One hundred percent of the purchase prices of the two skins, excluding applicable platform fees and taxes, were donated.
The Mercy for a Cause campaign is a unique example of how gaming can be used to drive real-world impact. By creating a sense of unity among players around a shared cause, Blizzard and BCRF were able to leverage the power of gaming communities for a greater good. The partnership with BCRF allowed Overwatch 2 fans to feel like they were part of something larger than just a game, making the Mercy for a Cause campaign a powerful fusion of philanthropy and entertainment.
The Mercy For a Cause campaign was a huge success, raising $12.3M for lifesaving breast cancer research. The success of this campaign proves how gaming can be a force for good and how a passionate community can come together to make real change.
