Seattle-based PopCap Games, now a part of EA, has launched a new fundraiser to benefit charity Autism Speaks, involving its Facebook game ZUma Blitz. PopCap Games said it will run a promotion over the weekend, where Zuma Blitz players can purchase special in-game items called "Idols", which will directly benefit Autism Speaks as a donation. The firm has been very active in charity fundraising in recent weeks, having just run a Guinness Book fo World Records event for charity:water earlier this week. PopCap said its new, autism fundraiser will provide a maximum of $25,000 to Autism Speaks. Autism Speaks helps provide funding for research into causes, prevention, treatments and a cure for autism, along with increasing awareness of autism spectrum disorders.