(RED) launches inaugural (RED)RUSH Games as centrepiece of the (RED)RUSH TO ZERO campaign which runs to June 10.

Video gamers can sign up at STIKSGAMING.com and challenge celebrities including Samantha Ronson, Kate Upton, Kris Allen and Michelle Rodriguez. Attendees at the Electronic Entertainment Expo (E3) taking place until tomorrow can visit a gaming booth to participate. The campaign aims to raise funds and awareness to help deliver an AIDS Free Generation by 2015. The elimination of mother to child HIV transmission is part of the eight UN Millennium Development Goals.