DEVELOPERS based in Malmesbury and Cirencester have teamed up with World Vision, the world's largest international children's charity, to pioneer a new mobile gaming app that hopes to harness the power of the gaming community to help fight global poverty.

David Richards and Peter Newell of David and Goliath Games are excited to launch their Bloky Line game on Tuesday after more than a year of designing the game which forms part of a unique business model where 25 per cent of all game-play revenue is donated directly to the charity which helps fund projects for the most vulnerable children.

"There are quite huge margins in the industry, so we thought we would try and do more than just make fun games," Mr Richards, 29, of Bristol Street said. "So we decided to pioneer something new that gives something back.

"Bloky Line is a simple touch game that uses rhythm and colour to test your reflexes and concentration at the same time. You work with coloured blocks and you have to try and match the colours in time with the music and you level up based on how you perform."

The initiative of the game will mean that everyone who tries the Bloky Line game can play their part in the fight against poverty with all revenue generated from in game advertisement and purchases.

David and Goliath Games has set its sights high and Mr Richards said: "We want to prove that this model works and open it up as a viable business option for our future games as well as other developers in the industry. If every mobile game used our business model, we could be half way to solving the world’s water crisis, forever. To me, that’s very exciting."

The game, which is serving as a pilot for both the developers and the charity, will also have a web-based tracker so that players can see where their money is being used.

Judi Cumberland, Head of Specialist Giving at World Vision UK, said: "We’re excited to be partnering with David and Goliath Games to pilot this initiative. The model would allow people around the world to support a cause they believe in without giving any additional time or money."

To find out more about the game or the concept visit www.davidandgoliathgames.com.