Gears of War Devs Pledge 1% of Net Revenue for Suicide Prevention

The Coalition, a Canadian video game developer and a studio of Xbox Game Studios, best known for developing games in the Gears of War series, announced that it is pledging a share of its net revenue for suicide prevention.

The company said it will donate 1% of net revenue from the Gears of War games and merchandise to organizations that work on preventing suicide and support people by fighting loneliness through mental health advocacy. The Coalition noted that it is a multi-year commitment that the studio is making "to give back to [its] community and create real-world impact."

The developer also announced that Crisis Text Line, a global not-for-profit organization providing free mental health texting services in the US, UK, Canada, and Ireland, will be the studio's first partner. It also stated that the program will be evolving and in the future, it plans to partner with more organizations around the world.

"In 2021, we had 1.3 million conversations with texters who needed help with issues like anxiety, depression and suicide," Crisis Text Line CEO Dena Trujillo said. "We’re honored to partner with The Coalition & the Gears of War franchise to increase access to mental health support and suicide prevention services. Partnerships like this are so critical to addressing the mental health crisis in America and reaching our vision for an empathetic world where nobody feels alone."

The donations will be a part of the company's Never Fight Alone initiative that, according to The Coalition, will allow the company to "not just talk about what it means to be there for each other but put [its] words into everyday action."

The Gears of War fans, who wish to support the initiative, can also take part in the program by joining the conversation about suicide prevention on the Gears of War Twitter channel, purchasing the 2022 Never Fight Alone benefit tee from the Xbox Gear Store or Game Planet, or by donating points from the Microfot Rewards program to Crisis Text Line.

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