Gift of Life Marrow Registry is debuting a major digital campaign to recruit video gamers and enthusiasts as life-saving heroes. Gift of Life will introduce the initiative this week at Esports BAR Miami — one of the world’s premier events for business leaders, players and fans in the booming global esports industry.
Gift of Life will be participating for the first time in Esports BAR Miami, which brings together more than 500 people from 40 countries between Oct. 2-4 at the JW Marriott Miami Turnberry Resort & Spa. During the event, Gift of Life will launch its new “Level Up for Life” campaign starring Florida Mayhem players as part of its partnership with the team to encourage gamers and esports enthusiasts to join the registry and save those battling leukemia and other blood cancer and diseases.
“Level Up for Life,” which features its own website and video, highlights that every three minutes one person is diagnosed with a blood cancer such as leukemia, lymphoma or sickle cell disease, amounting to 176,200 people nationwide this year. Young men ages 18-25 are the most-requested donors as studies show that they produce more stem cells and provide the best outcome for patients. The website offers simple instructions to obtain a free cheek swab kit to join the registry.
Gift of Life unveiled its esports-related focus in July, when the organization partnered with Misfits Gaming and the Florida Mayhem to recruit marrow and blood stem cell transplant donors.
Esports is a global entertainment powerhouse, expected to top $1 billion in revenue and 453.8 million viewers worldwide in 2019. Esports tournaments are held online and in gaming centers and stadia around the world. College campuses across the United States are adding esports complexes to host tournaments and events, and most campuses have gaming clubs.
“Level Up is an exciting new way to encourage as many esports players and fans as possible to join the registry and become heroes in real life, as well as in the virtual world,” said Gift of Life Founder and CEO Jay Feinberg. “Gamers can get our free kit in the mail, sign up, swab, send it back – and maybe save a life!”
Since its start in 1991, Gift of Life Marrow Registry has grown to more than 347,000 individuals who have volunteered to donate blood stem cells or bone marrow to save a life. To date, Gift of Life has facilitated over 16,700 matches for those with leukemia, lymphoma, sickle cell and nearly 100 other diseases, resulting in more than 3,500 transplants.