Earth Day 2024 is being celebrated by some of the world’s top games developers and publishers who are participating in the innovative Make Green Tuesday Moves (MGTM) initiative by non-profit organisation PlanetPlay. This initiative allows studios and players to make a positive impact in the fight against climate change.
Starting on Tuesday, June 4th, 2024, and on the first Tuesday of every month thereafter, studios involved in MGTM will introduce an exclusive ‘green’ item or bundle in their games. These items could include new or upcycled DLC goods like characters, costumes, and objects.
The proceeds from the sales of these items, which have shown to increase player engagement and revenue for studios, will be directed towards certified sustainability projects by PlanetPlay.
The initial month will feature MGTM in-app purchases in popular mobile games such as Subway Surfers (Sybo), Fishing Clash (Ten Square Games), and Avakin Life (Lockwood), with more titles to follow.
All items will be unique to the MGTM movement and will be available until the next monthly activation.
#PassiveActivism x celebrity amplification
PlanetPlay believes in the concept of #PassiveActivism, where players can support environmental causes and raise funds for sustainability without changing their gaming habits. This initiative aims to engage more than 300 million players worldwide to ‘Make Green Tuesday Moves’.
Throughout the year, several MGTM activations will be endorsed by a ‘Star of the Month’ from the music or entertainment industry, supported by a significant social media campaign to inspire gamers to join the movement.
PlanetPlay is actively seeking more MGTM partners – developers and publishers who wish to contribute to the initiative and align their games with the cause while boosting their revenue.
Participating in MGTM is simple for studios – they just need to integrate PlanetPlay’s API or promo codes to release green items in-game or through the PlanetPlay store, and promote the campaign through their communication channels.
Impact on Studio Metrics
PlanetPlay’s green in-game activations have already proven to provide significant benefits for studio partners across various commercial and engagement metrics.
For instance, a collaboration with Lockwood Publishing featuring green content from Fat Joe in Avakin Life resulted in a 6% increase in downloads on the Google Play store, a 104.8% uptick in new user acquisition, and a significant increase in player engagement and sales.
In another collaboration with Ten Square Games in Fishing Clash, a successful in-game event drew 50,000 users and raised funds for water conservation projects.
Playing For Good
PlanetPlay’s team consists of Rhea Loucas, founder and CEO, Felix Bradshaw, Global Head of Business Development, and Karl Nielson, Head of Marketing. Their Make Green Tuesday Moves campaign aims to make green activations a recurring and sustainable practice within the gaming industry.
Rhea Loucas shared that the idea for MGTM stemmed from PocketGamer Connects (PGC) in January and the initiative is a way to empower everyone, from players to studios, to contribute towards combating climate change.
Felix Bradshaw highlighted that MGTM offers flexibility to studios in creating in-game activations, releasing green DLC bundles, and collaborating with PlanetPlay for social events. The more studios participate, the more successful the activations will be in supporting the planet.
For studios interested in joining MGTM, they can reach out to Felix Bradshaw at felix.b@planetplay.com or visit the Make Green Tuesday Moves website for more information.
Overall, MGTM aims to bring together the games industry, celebrities, and players to have fun while supporting the planet through green initiatives.
PlanetPlay’s sustainability projects focus on verified initiatives that positively impact the environment, such as the Hongera project in Kenya and partnerships with NGOs for various green causes.
Karl Nielson, responsible for engaging celebrities like Fat Joe and J Balvin, emphasized the passive activism approach in gaming that allows players to contribute to sustainability without changing their gaming habits.
Felix Bradshaw, with a background in the games industry, expressed his enthusiasm for using gaming knowledge to drive sustainability projects through MGTM. This initiative is set to create positive outcomes for partners, players, and the planet.
To learn more about how your studio can get involved in the Make Green Tuesday Moves initiative, contact Felix Bradshaw at felix.b@planetplay.com or visit the Make Green Tuesday Moves website.
