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Stand Up To Cancer, the national fundraising campaign from Cancer Research UK and Channel 4, is tapping into a vast untapped resource: the gaming community.

There are 32.4 million gamers in the UK, according to entertainment trade body Ukie. This ad by Anomaly is narrated by US actor Doug Cockle, one of the most famous voices in games, and features heroes from games including Fifa 19, Destiny 2 and Sonic Forces.  The campaign encourages gaming fans to sign up to Game On, a gaming challenge that will help raise funds for cancer research.