Newzoo data) represents a vast resource for driving global climate action. I believe studios and publishers can engage players – to drive change and profitability – through two primary avenues: In-game activations: Embedding sustainability into gameplay – through themed events, missions, and downloadable content – is proving its impact. Make Green Tuesday Moves (MGTM) remains a flagship PlanetPlay initiative, rallying gamers, studios, and A-list celebrities to drive real-world change. In 2024, MGTM raised over $150,000 for environmental causes, funding clean cookstoves in Kenya, water conservation in New Zealand, and preventing 12,500 tonnes of carbon emissions – equivalent to planting 62,500 trees. These are the green shoots of a collective effort, showing that when we pull together, we can deliver real, measurable change. Global research campaigns: PlanetPlay and the United Nations Development Programme (UNDP) have partnered to launch Play2Act, an in-game poll exploring climate and environmental action, supported by the EU-funded GREAT project. Embedded in popular games, Play2Act has engaged around 1 million players, capturing critical insights into how gaming can help address the climate and nature crises. A recent WEF report following
Davos highlighted that we are entering the Intelligent Age (IA) – a data-driven era transforming industries. Surveys like Play2Act demonstrate this firsthand, using gaming-generated insights to shape both policy and industry strategy. Understanding what resonates most with players not only informs governmental decisions, but also drives creative and commercial innovation for participating studios. Integrating sustainability into games and processes – whether with
Hongera Project
PlanetPlay or other forward-thinking organisations – can also align with Environmental, Social, and Governance (ESG) goals, particularly as businesses prepare for the EU’s Corporate Sustainability Reporting Directive (CSRD). More than just a regulatory shift, sustainability- driven activations and research offer game studios a competitive edge, helping them stay ahead in an industry where player engagement and real-world impact increasingly go hand in hand.
Green activations, meanwhile, have a very real impact on the bottom
line. When iconic actor David Hasselhoff was as a ‘Star of the Month’ for Make Green Tuesday Moves (we’ve also teamed with Demi Lovato, Joe Jonas, J Balvin & Fat Joe) one studio experienced a three-fold increase in sales of cosmetic items and bundles, and a 24% increase in game downloads compared to previous months. Meanwhile its lead bundle sold as part of the campaign enjoyed sales that amounted to over 120% of its next best selling bundle. Another saw its title benefit from a 35% increase in UA.
5 PRACTICAL STEPS FOR 2025 Making the decision to embrace sustainability in your business operations and your games can seem like a daunting task, but there are lots of ways to approach the challenge, and many partners who can help you on your way – the rewards can be huge, for both the planet and your business. For studios and publishers looking to make green moves in 2025,
here are my recommendations for you get things moving: 1. Assess and reduce your carbon footprint: Start with your operations, from game development to studio energy use.
2. Incorporate sustainability into your games: Develop green- themed content, engage with industry events or missions that resonate with players.
3. Collaborate with experts: Partner with organisations such as the Playing for the Planet Alliance with its Green Game Jam, the Sustainability Games Alliance (SGA), and our team here at PlanetPlay and leverage those resources and expertise.
4. Engage authentically: Avoid greenwashing by ensuring that your efforts are transparent, measurable, and meaningful.
5. Align with ESG frameworks: Integrate sustainability into your governance and reporting to meet emerging regulations and investor expectations.
The games industry has the tools, creativity, and reach to be a
transformative force for good. By making green moves in 2025, we can inspire a global community of players to take action, protect our planet, and ensure a sustainable future for generations to come. It’s time for studios and publishers to lead the charge – because the world is not just our playground; it’s our responsibility.
PlanetPlay is a not-for-profit platform that empowers gamers worldwide to contribute to environmental action and biodiversity protection through in-game purchases and gameplay with our affiliated game studios. Find out more at
partners.planetplay.com
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