How the games industry can take climate action without


sacrificing profit PlanetPlay CEO Rhea Loucas outlines why games studios and publishers should be inspiring, educating and mobilising players to support our planet – and how they can unlock new revenue as a result


T


he games industry stands at an important moment. As we navigate economic pressures, regulatory changes, and evolving consumer demands, we are also faced with an undeniable truth:


sustainability is no longer optional. It is both a vital responsibility and a strategic opportunity for studios and publishers. I believe sustainability is not only an ethical imperative, but also a way


to strengthen player engagement and future-proof our industry. Last year not-for-profit PlanetPlay was joined by Riot Games,


SYBO, Tilting Point, Unity and Xbox as part of a delegation to the UN Development Programme’s (UNDP) Climate Promise event at the UN HQ in New York – an initiative to support countries as they increase their climate action contributions. The meeting was a unique and precious chance for the UNDP and the games industry to discuss the Climate Promise face-to-face. Following an


underwhelming COP29, and a time when geo-political changes threaten to undermine international agreements such as the Paris Climate Accords, it’s hugely important that our industry is part of the conversation at the highest levels. The opportunity to make bold ‘green moves’ – actionable steps for studios and publishers to inspire players and support the planet – is massive.


Rhea Loucas @ United Nations


SUSTAINABILITY MATTERS TO GAMERS AND GAME MAKERS Fundamentally, sustainability is both a commercial opportunity and an obligation for an industry with unparalleled global reach. Consumers, especially Millennials and Gen Z, are increasingly


conscious of their environmental footprint and are holding brands accountable for their impact. According to First Insight, 62% of Gen Z consumers prefer to buy from sustainable brands, and an even bigger 73% are willing to pay more for sustainable products. Gen Z and Millennials are also the most likely to make purchasing decisions based


26 | MCV/DEVELOP February/March 2025


on personal, social, and environmental values. ‘Greenwashing’ isn’t an option – our consumers are savvy, so


as an industry we need to show our workings when it comes to taking climate action: transparency is paramount. For many players, alignment with their values is becoming a baseline expectation. Thankfully, organisations like the UN Environment Programme’s


Playing for the Planet Alliance have shown game makers how embedding eco-consciousness into their operations, such as the annual Green Game Jam – now in its sixth year and bigger than ever – can drive both impact and success, while inspiring others to follow. Potential benefits of this approach include: • Enhanced brand reputation: Studios demonstrating environmental leadership strengthen their position in the market.


• Player loyalty: Sustainability resonates deeply with audiences, creating a sense of shared purpose.


• Innovation opportunities: Incorporating green themes into storytelling and game mechanics opens doors to creativity differentiation and potential brand partnerships.


While an ever-increasing number of developers and publishers are prioritising sustainability, driven by both internal values and external demand, the 2025 GDC State of the Industry Report for 2025 indicates we can do more. 51% of developers polled for the report feel their company’s efforts have been at least ‘slightly successful’, compared to 71% for accessibility and DEI. Furthermore, 35% of developers answered ‘don’t know’ when


asked how successful their company’s sustainability efforts have been (compared to 23% for accessibility & DEI), which may indicate a lack of confidence in the ESG process. The world’s environmental challenges are increasingly affecting


everyone, including our employees. In the GDC survey, 16% of developers reported that they or their company had been impacted by natural disasters – ranging from storms and flooding to extreme heat and wildfires – in the past year. We must take action and do better.


THE OPPORTUNITY: MOBILISING 3.4 BILLION GAMERS So how do we step up our environmental game? Quite simply, our industry’s player community (3.4 billion and counting, according to


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