McKinney's 'SPENT' Reaches 1.179 Million Plays

The online game “Spent,” created by the Durham-based advertising agency McKinney to benefit the Urban Ministries of Durham, educates its users about poverty and homeless. Prior to last week, the game had seen 1.179 million plays -- a surge in traffic over the past week has resulted in an additional 380,094 plays and $14,000 in new donations as of Thursday. In total, Urban Ministries has received $34,280 from 1,637 separate donations directly resulting from the game.

Urban Ministries of Durham Wins with Spent

Since Urban Ministries of Durham partnered with McKinney to launch SPENT, an "immersive online experience," on Feb. 8 the nonprofit's website has attracted more than 610,000 visitors from 200-plus counties who have spent an average of more than 10 minutes on the site. The game is responsible for generating 625 donations totaling nearly $13,000.


Read more: Spent Puts Players to the Test