So the main objections to the
FreeRice game seem to be that it doesn't do enough to eradicate world hunger and also brings in advertising revenue for the companies behind it.
The first point is undoubtedly valid - it's not enough. But at least it's a start. Even if the companies concerned are primarily motivated by generating publicity and meeting targets (social and fiscal), the fact remains that it is also doing some good, however little and however incidentally. And it doesn't hurt to raise awareness, either - it's already spawned a
copycat initiative on Facebook, for example. (Only 50 levels but donates 25 grains per word, as opposed to 20 on FreeRice. And you can see copies of the cheques and thank-you letters on there too.)
As far as the second point is concerned, what did you expect? The companies involved are not charities. But I don't see that the advertising revenue negates the positive aspects of this. Indeed, it seems to me to be a good example of a win-win situation: the companies profit through advertising, we learn more vocabulary, some hungry people get fed, the profile of the issue is raised. Where's the harm in that?
I'd be surprised if many people considered this initiative either sufficient or purely altruistic. But as a means of procrastination, it probably does rather more good than winding people up on TT or poking on FB or taking prisoners on WoW. And here's where I make my shocking confession: I would actually still play this game even if it weren't donating anything to anyone. Just because I'm a linguist and find it fascinating. And I'm clearly far from alone. For me, the fact that skiving off work and indulging a passion makes even a tiny contribution is an added bonus - and yes, I do donate directly to charity too. I don't think many people would consider that this type of game discharges their entire social responsibility, and you never know... the average quality of TT posts may yet improve!