Mobile gaming giants team up to encourage players to protect the planet

A group of mobile game industry giants, boasting an active user base of 250m players and behind games including Subway Surfers, Angry Birds, and Golf Clash, have come together to encourage people to do more to care for the planet.

Following a commitment by developers and CEOs from 11 companies at the first-ever Green Mobile Jam earlier this year, environmental activations have been made in some of the world’s most popular mobile games.

The United Nations Environment Programme (UNEP)-facilitated Playing for the Planet Alliance, which launched in September 2019, is behind the project.

“We are excited to see the gaming industry throw its weight behind global efforts to reverse the climate crisis,” said Inger Andersen, Executive Director of UNEP. “The climate emergency needs all hands on deck. In reaching out to 250m gamers, we hope to inspire audiences to take action.”

Activations being run as a result of the commitment include Rovio hosting two in-game events in Angry Birds 2 around the theme of reforestion, Sybo launching a world tour stop in Subway Surfers encouring people to take action of the frontlines of the climate crisis, MAG Interactive running awareness and tree-planting them events in WordBrain and WordBrain2, Playdemic seeking to educate in Golf Clash, and more.

Some activations have already been integrated with the rest going live in early 2021 or sooner.

The Alliance is partnering with Google Play to promote eligible games. Organisers hope to add more companies to the Jam next year with the potential of reaching up to 1bn gamers.