PlanetPlay, a climate-conscious games marketplace, has been collaborating with innovative game studios to combat the climate crisis and demonstrate how the video game industry can contribute to a sustainable future.
One such partnership with Sybo’s Subway Surfers introduced music artist J Balvin into the game, allowing players to purchase his limited-edition character with proceeds supporting environmental initiatives endorsed by PlanetPlay.
Another notable collaboration with Lockwood Publishing, the developer of the mobile metaverse experience Avakin Life, involved recording artist and entrepreneur Fat Joe promoting eco-friendly initiatives through exclusive in-game and physical merchandise, with a portion of sales donated to PlanetPlay for global climate projects.
We had the opportunity to discuss current and future partnerships with PlanetPlay’s founder and CEO, Rhea Loucas, and Felix Bradshaw, the head of business development at the non-profit games marketplace. They shed light on how these collaborations advance a noble cause by advocating for a greener future, enhancing player satisfaction and metrics, and encouraging more studios to partake in similar initiatives.
PocketGamer.biz: Firstly, could you share insights on collaborating with mobile metaverse experience Avakin Life to cultivate a more eco-conscious space? How did this collaboration originate?
Rhea Loucas: The idea initially stemmed from discussions with the Lockwood team in San Francisco during GDC last year. The prospect of integrating eco-consciousness into a virtual world like Avakin Life presented a compelling opportunity. The game’s social aspect provides players with experiences rooted in real life, and research indicates that Gen Z and Millennials are deeply concerned about the environment, making them receptive to media that supports sustainability causes they care about.
Felix Bradshaw: In parallel, we began exploring opportunities to blend entertainers, artists, and popular cultural IPs into our ‘Making Green Moves’ initiative as part of PlanetPlay partner activations. This strategy aims to augment gamer engagement with green projects through immersive experiences that have a significant impact.
PocketGamer.biz: Lastly, how do these collaborations promote a greener gaming community while improving player sentiment and metrics? What advice would you offer to game developers interested in joining this movement?
Felix Bradshaw: Gamers are attuned to sustainability issues and seek ways to drive change. Successful campaigns not only boost player sentiment but also retain players within the ecosystem. We offer various avenues for studios to engage, from advisory sessions to green activations within games, enabling players to support and contribute to eco-friendly initiatives seamlessly. Authenticity and player involvement are key to the success of green activations.
Ultimately, we’d love to go big by incorporating integrations in games with renowned Hollywood stars, musicians, and sports personalities.
Rhea Loucas
PocketGamer.biz: Are certain types of games more suitable for partnerships with PlanetPlay? What criteria do you consider when forming partnerships?
Rhea Loucas: Our focus lies on players, studios, narratives, and metrics. By creating genuine and engaging experiences, the synergy with sustainability naturally flourishes. Green activations can be tailored to fit any game genre across platforms, bringing fresh initiatives to existing titles. Mobile games are presently well-suited for green campaigns due to shorter iteration times and the potential to drive dynamic, measurable campaigns. Mobile metrics like ARPDAU better reflect monetization success in such campaigns.
Authenticity is paramount in our partnerships and is maintained through continuous collaboration efforts.
Felix Bradshaw
PocketGamer.biz: Can you share any upcoming partnerships in 2024 for PlanetPlay? What outcomes are you aiming for in the year ahead?
Felix Bradshaw: Our partnerships are founded on authenticity and continuity. We have ongoing collaborations with Avakin Life and intend to execute significant events in the coming year. Aligning with studios committed to sustainability and driving substantial change remains our focus for future partnerships, ensuring mutual benefits for all stakeholders.
Rhea Loucas: We maintain a wish list and engage with new studios based on IP relationships, which may lead to collaborations with specific stars or games. Our adaptable approach – encompassing advisory services, surveys, collaboration, and store partnerships – allows us to seamlessly integrate with studios at any stage of development. Upheld by the UN-endorsed Carbon Credits framework, PlanetPlay guarantees a robust, transparent process that supports impactful green projects, fostering a greener and brighter future for all.
Amidst the prevailing challenges in the industry and global affairs, we invite studios to unite with us in our mission for a sustainable future. The time is ripe for all of us to take ‘green moves’ and collectively contribute towards a better world.
