Destroying Virtual Houses, Building Real Homes

Star Wars Galaxies® Video Game Event Raised Funds and Awareness for Habitat for Humanity to Fight Poverty Housing


While in-game events are a fairly common occurrence in a MMO (Massively Multiplayer Online) game, it's not often that they result in the joint effort of a major video games publisher and a leading charitable organization promoting affordable housing. But it's exactly that kind of event that has enabled Sony Online Entertainment (SOE) LLC's Austin, TX studio to team up with Austin Habitat for Humanity (AHFH), contributing financially as well as through volunteer efforts to help people in the Austin community find homes.

In SOE's Star Wars Galaxies (SWG) MMO, there was a surplus of player-created houses and buildings that had been abandoned or left unoccupied by players. SOE Austin VP of Development John Blakely wanted to remove the houses, but do so in a way that is uniquely Star Wars -- the buildings were marked as "condemned" by the evil Galactic Empire, and scheduled for demolition -- TIE fighters would swoop in and bomb the buildings to the ground.

The SWG community was also given the chance to join in the fun of this "urban renewal;" players were provided reward points for the number of buildings they destroyed, which could be redeemed for special in-game items like droids, paintings and furniture. "When we initially conceived this idea, we didn't know how the community was going to react," said Blakely. "Oddly enough, it was very well received; some players that hadn't been in the game for months came back to reclaim their property, re-activate their accounts and start playing the game again."

SOE Austin took things one step further and offered to match the number of houses demolished with a donation to charity, considering Austin Habitat for Humanity first. "Using the money we raised blowing-up virtual houses and buildings to help build real homes was a no-brainer for us," said Blakely. "Austin Habitat for Humanity has done incredible work in the community, helping people find good homes, and our whole studio wanted to contribute to their efforts."

On Thursday, September 6th, Blakely will present AHFH Executive Director Michael Willard with a donation at SOE's industry reception at the Austin Game Developers Conference.

"Teaming up with Sony Online Entertainment is a wonderful opportunity for Austin Habitat and the families we serve. The creativity and diligence that these professionals exhibit in their work are traits which translate well to our efforts to eradicate poverty housing in our community," said Willard. "Austin needs creative solutions in our quest to create more affordable housing and diligent leadership in as we work toward those goals."

About Sony Online Entertainment

Sony Online Entertainment LLC (SOE) is a recognized worldwide leader in massively multiplayer online games, with hundreds of thousands of subscribers around the globe. SOE creates, develops and provides compelling entertainment for the personal computer, online, game console and wireless markets. Known for its blockbuster franchises and hit titles including EverQuest®, EverQuest® II, Champions of Norrath®, Untold Legends™, and PlanetSide®, as well as for developing Star Wars Galaxies™, SOE continues to redefine the business of online gaming and the creation of active player communities while introducing new genres on various entertainment platforms. Headquartered in San Diego, CA, with additional development studios in Austin, TX, Seattle, WA, Denver, CO, Los Angeles, CA and Taiwan, SOE has an array of cutting-edge games in development. SOE is owned by Sony Pictures Digital and Sony Computer Entertainment America.

About Austin Habitat for Humanity

Austin Habitat for Humanity has served the Austin community since 1985, creating over 200 affordable new homes with low-income families. Homes are created with volunteer labor and community funding, then sold to AHFH HomeBuyers with zero-interest mortgage loans. Each HomeBuyer participates in financial education programs and contributes some 400 hours of "sweat-equity". For more information, visit

About LucasArts

LucasArts, a Lucasfilm Ltd. company, is a leading developer and publisher of interactive entertainment software worldwide for video game console systems, computers and the Internet. Based in San Francisco, Calif., as well as on the Internet at, LucasArts was created in 1982 by George Lucas to provide an interactive element to his vision of a state-of-the-art, multifaceted entertainment company.

Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully integrated entertainment company. In addition to its motion-picture and television production operations, the company's global activities include Industrial Light & Magic and Skywalker Sound, serving the digital needs of the entertainment industry for visual-effects and audio post-production; and Lucas Licensing, which manages the global merchandising activities for Lucasfilm's entertainment properties. Additionally, Lucas Online creates Internet-based content for Lucasfilm's entertainment properties and businesses. Lucasfilm's motion-picture productions include five of the 20 biggest box-office hits of all time and have received 19 Oscars and 53 Academy Award nominations. Lucasfilm's television projects have won 12 Emmy Awards. Lucasfilm Ltd. is headquartered in San Francisco, Calif.

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SOURCE: Sony Online Entertainment

CONTACT: Michael Shelling of Sony Online Entertainment, +1-858-790-3521,; or Mitchell Gibbs of Austin Habitat for Humanity,
+1-512-472-8788 ext. 103,

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