In-game NHS appeal hits the right note for Uncommon

Gaming company Supercell and Uncommon have turned gaming into giving with ‘The Skeleton Army’.

Uncommon Creative Studio Stockholm has teamed up with NHS Organ Donation and Supercell for an unlikely collaboration that merges in-game storytelling with an important real-world appeal.

‘The Skeleton Army’ is essentially a break in game play segment to gently coax players to become life savers by registering as organ donors: transforming the act of gameplay into a call to humanity.

Through a special game update, players encounter narrative missions inspired by organ donation, connecting virtual heroism to real-world choice. It’s a bold example of using gaming for good.

Our take

This work plays into Uncommon’s ‘culture-first’ ethos, and William Macy’s subtle, but perfectly pitched, performance shows he understood the assignment.

Like the best Uncommon outings, this one is strong on empathy and narrative craft, and the untraditional setting adds to the unexpected appeal.

Of course, for gamers, the genre is no longer a subculture—it has long been at the forefront of storytelling, overtaking Hollywood in revenue in the early 2020s, we might note.

By embedding social action into world-building, ‘The Skeleton Army’ demonstrates what happens when creative craft meets genuine mission. It’s emotional engineering at its best.