Lexi the Aye-aye
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On the Edge Conservation creates virtual animal influencers

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

On the Edge Conservation is launching “virtual animal influencers” on YouTube and other digital platforms to draw attention to endangered species.

It’s a novel attempt by the nonprofit to champion a cause in a crowded media and game market. It follows up on an endless runner mobile game called Kakapo Run that was also designed to draw attention to biodiversity using pop culture channels.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.