In-game charity platform Playmob has announced a partnership with Rovio.

This sees players within Angry Birds Epic donating to the Room to Read charity every time they buy the $3.99 'Lucky Coins of Good Deeds IAP.

Good to give

The charity, which focuses on literacy and gender equality in education in Asia and Africa, gets $1.40 per purchase.

The campaign is currently live in iOS, Android and Windows Phone versions of the game and will run until 29 September.

And according to the Playmob website, it's already raised $28,000. 

You can find out more about Playmob's approach to 'cause-based marketing' in the following video interview with its COO Parker Crockford held during the Pocket Gamer Connects Helsinki 2014 conference.