So from what I could make out they are attempting to enlist game developers to match donations and/or tweet about the game.
EA, Jagex Rocksteady, Sega,
Yugio were mentioned in the comments by apparently the person in contact. Also
mobafire.com is going to post(or tweet) something for them. Don't quote me to any of this, I could always be mistaken, but we'll know soon enough.
Not sure how I feel about going to outside parties like this. On one hand it's more money against breast cancer, on the other introducing irrelevant 3rd parties like this is completely out of touch with the spirit of this competition.