In-Game Climate Action Boosts Sales, Revenues & Engagement According to PlanetPlay Research

Wednesday 15 February - Studios that lead the charge on climate initiatives in-game see increased in-app revenues, sales, and engagement according to research from PlanetPlay, the first climate-conscious games marketplace.

PlanetPlay is a not-for-profit digital platform that allows everyone around the world to contribute to climate action through gameplay or item purchases with affiliated game studios.

The Play With Impact white paper examines the correlation between studio-led in-game climate initiatives and commercial outcomes in the game industry. Research was based on case studies involving studios such as ustwo games, Flick Games and SYBO.

“We know that many players are interested in green issues, but the evidence within this paper clearly indicates that this passion for sustainability and the environment can also have a positive impact on in game expenditure,” commented Rhea Loucas, CEO of PlanetPlay.

In December 2022, ustwo games partnered with PlanetPlay to list several of their titles on the PlanetPlay website. All the money spent was directly invested in green projects, equating to 17 tons of carbon removed over the two weeks the games were on sale.

“Our players love getting behind green game activations, with PlanetPlay we sold out of game codes in less than two weeks, and we have seen up to six times more engagement on social posts to do with playing games which make a positive impact on our planet,” said ustwo games’ Commercial Manager Jane Campbell.

Ustwo games also independently launched The Lost Forest, a bonus level in Monument Valley 2, as an in-game climate activation. This led to a five-times increase in new device IDs year-on-year.

Flick Games saw a 3.5 times revenue boost to purchases of the ‘Winter Wish’ deck in Flick Solitaire, which was set up in partnership with PlanetPlay. Each time the deck was purchased, $1.50 went directly to an on-ground green project.

Flick Games founder and CEO Ian Masters says in the report: "For any mobile game, growing LTV (lifetime value) in fair and player friendly ways is always a massive challenge. The huge increases in IAP (in-app purchase) conversion from integrating PlanetPlay have been nothing less than startling.

“It is all the more gratifying knowing that this was achieved through our players' passion in supporting climate causes."

Another case study in the white paper looked at SYBO’s second Play2Plant event for hit mobile game Subway Surfers, which launched as part of the Green Game Jam. For each player that participated, SYBO planted a tree.

The event saw impressions increase six-fold, downloads increase by 28% year-on-year versus the previous year’s event.

The findings align with findings from the UN’s Playing for the Planet Green Game Jam Survey in 2022, which found that 81% of players would like to see environmental content in-game and 61% would pay for it when it adds to the experience.

Download the white paper here: https://we.tl/t-R69Rk9NKFQ