The data that proves why the games industry can lead on environmental action
PlanetPlay CEO Rhea Loucas takes a deep dive into the initial results
from the Play2Act global gamer climate survey, and what they mean for our industry and our future…
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From top: Rhea Loucas CEO PlanetPlay, Cassie Flynn, Global Director of Climate Change at UNDP and Tristan Clark, Co-Founder of Trailmix Games
ideo games aren’t just entertainment: they are one of the most powerful cultural forces in the world. With 3.3 billion players globally according to the
most recent Newzoo estimates, our industry holds a unique power to influence real-world behaviours. The ongoing Play2Act survey, developed by the team
here at PlanetPlay in collaboration with the United Nations Development Programme (UNDP), offers compelling evidence of this potential. In the first set of published data 79% of players who engaged with environmental content in games reported making at least one positive lifestyle change. From reducing energy use to shifting consumption habits,
players are already taking meaningful action inspired by green gameplay. With growing interest from studios in Play2Act and increasing enthusiasm from players for in- game impact, the potential is immense. If we can reach even a fraction of this global audience with the right content and opportunities, the cumulative effect could be transformative. Without doubt, the climate crisis is the biggest challenge
of our generation, and as game developers, publishers, and platforms, we have both the reach and the responsibility to help drive solutions. It’s about working together as an industry to make sustainability a fundamental pillar of gaming’s future.
44 | MCV/DEVELOP June/July 2025
THE POWER OF GAMES TO INSPIRE REAL- WORLD BEHAVIOUR CHANGE First, a bit of context: Initially rolled out in September last year, the Play2Act poll captured responses from over 181,000 players across 189 countries, including 70 Least Developed Countries and Small Island Developing States. Embedded in 24 games including Subway Surfers,
Pokémon GO!, Beatstar, and Avakin Life, and supported by 20 partners including Unity, Bandai Namco, Jagex, and Microsoft/Xbox Insider, the poll reached a weekly audience of 80 million players. It’s also backed by heavyweight academic resources,
contributing to the ‘Games Realising Effective and Affective Transformation (GREAT)’ project, funded by the European Union Horizon and UK Research and Innovation (UKRI).
Key initial Play2Act findings include: • 79% of players who engaged with green content made a positive change. • 47% reduced their energy use or used public transport. • 34% made greener consumption choices.
These aren’t abstract statistics. They represent actual behaviour change driven by digital experiences. Why
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