do games work so well? Because they are immersive, emotionally engaging, and interactive. Players don’t just passively consume game content, they make
choices, face consequences, and invest emotionally in the outcomes. In fact, 50% of players agreed that games can play a role in solving
climate change. When asked how games can best contribute to fighting climate change and preserving nature (a multiple choice question), 56% said ‘by raising awareness’, 53% ‘by educating players how to take action’, 45% ‘by raising funds for green projects’, and 30% ‘by enabling players to speak up on environmental issues they care about’. As Cassie Flynn, Global Director of Climate Change at UNDP,
says: “The Play2Act initiative shows the potential of games, not only as entertainment, but as platforms for gathering insights and engaging with individuals, especially young people, on a large scale.” And Matthias Gredal Norvig, CEO of SYBO, which participated in
the survey, echoes this sentiment: “Games can be a powerful tool to amplify climate and environmental action, which is why we actively participate in initiatives like Play2Act.” Meanwhile, Tristan Clark, Co-Founder of Trailmix Games, which
has participated in many PlanetPlay initiatives offered: “Games are the most popular form of culture on the planet. And culture changes society. We can reach billions of people and we have the opportunity – and, I believe, the moral imperative – to use our platforms to help create a fairer, better, cleaner society. This is why we participate in the Green Game Jam, why we are involved in PlanetPlay’s Make Green Moves initiative, and more. We can create games that fight quite systematically against the climate crisis without ever mentioning the phrase ‘climate change’. As an industry, we have a great opportunity to do good for the planet.” In short, we need to start thinking of games as vehicles for progress.
WHERE THE IMPACT BEGINS One of the most exciting outcomes of Play2Act is the validation that
players are willing to engage with sustainability, if it’s delivered in the right format. That doesn’t mean just adding a pop-up message or a static splash screen. If we go even further, it means building sustainability into the game itself. At PlanetPlay, our Make Green Moves (MGM) initiative shows what
this looks like in practice. MGM integrates green-themed content, like limited-time missions, cosmetic items, badges, and DLCs, into live games, rewarding players for participating in climate-positive behaviours. These activations have appeared in games such as Avakin Life, Fishing Clash, and Subway Surfers. Studios have found creative ways to weave environmental themes
into game mechanics and narratives. In some cases, players plant virtual trees to trigger real-world reforestation. In others, energy-saving in-game strategies mirror actions that can be taken at home. Crucially, these activations are additive to the player experience:
they align with gameplay loops and deepen immersion. Sustainability isn’t a distraction; it’s an added dimension. And the results speak for themselves: higher engagement, increased retention, and better community sentiment.
A GROWING GREEN GAMES ECOSYSTEM Play2Act is not a standalone endeavour, it’s part of a broader, growing ecosystem of green games initiatives that are working together to create industry-wide change, including:- • The Playing for the Planet Alliance, supported by the UN Environment Programme, brings together studios committed to reducing their carbon footprint. • The Green Game Jam, now in its sixth year, encourages developers to build or adapt games with environmental themes. • The Sustainable Games Alliance supports studios in measuring, managing, and mitigating their environmental impact. • The first Green Games Showcase at Summer Games Fest in June put eco-conscious games in front of millions of players worldwide.
• Day Zero Games: SOLARPUNK JAM, hosted by Trevor Noah’s Day Zero Productions and Anima Interactive, invites game developers worldwide to create projects that explore the Solarpunk movement.
All these initiatives are complementary, demonstrating that there is no single path to impact. Whether you’re a AAA studio, an indie developer, or a platform, there are multiple entry points to embed sustainability into your business and your games. It’s not about perfection at this stage, it’s about progress. And every
green move counts. Studios that participate in these initiatives aren’t just ticking a CSR
box, they’re joining a movement. And they’re shaping the future of the games industry as one that cares not just about pixels and profits, but about people and the planet.
WHY INDUSTRY PARTICIPATION IS CRUCIAL The Play2Act poll is just the beginning. The data we’ve collected so far gives us a snapshot of player attitudes and behaviours, but the real work lies in what we do with that knowledge. The teams here at PlanetPlay and the UNDP are now working with
participating studios to analyse this data, develop follow-up studies, and deepen player engagement. We are also inviting more studios to join the initiative and help expand Play2Act’s reach. Players are listening. They care. They’re open to changing their
behaviours. What they need is for the games they love to guide and support them on that journey. In a way, we should stop thinking of sustainability as an external
obligation and start seeing it as a creative opportunity. Embedding climate action into your strategy isn’t just ethical, it’s smart. We encourage studios of all sizes to
join us and all the other organisations above who are striving for the same goals. Whether through in-game content, donations to certified sustainability projects, or participation in industry research, there are so many ways to get involved.
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
June/July 2025 MCV/DEVELOP | 45
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