The notion that online gaming could help players develop charitable habits seemed bold when the anti-poverty nonprofit Comic Relief US tested its own multiverse on the popular world-building app Roblox last year.

As philanthropy wrestles with how to authentically engage new generations of digitally savvy donors, Comic Relief US CEO Alison Moore said it was "audacious" to design an experience that still maintained the "twinkle" of the organization that's behind entertainment-driven fundraisers like Red Nose Day.