New York - PlanetPlay, a not-for-profit platform that contributes to environmental action through games, and the United Nations Development Programme (UNDP) have joined forces to launch a new initiative called Play2Act.

Through a poll embedded in popular games, Play2Act aims to capture public views about how video games can contribute to addressing the urgent and interconnected climate and nature crises affecting people and the planet.  

The poll, set to launch with an initial rollout in the last quarter of 2024, followed by a second phase anticipated in mid-2025, is being conducted in the framework of the ‘Games Realising Effective and Affective Transformation (GREAT)’ project funded by the European Union Horizon and UK Research and Innovation (UKRI). 

The GREAT initiative, running from 2023-2026, aims to explore the innovative potential of games in helping citizens express their preferences and attitudes on policy issues, including the climate crisis. 

Play2Act will use in-game polls to gather insights from players, particularly younger audiences, on how green gaming content and video games can be powerful tools to help fight climate change and preserve nature. This interactive approach allows players to share their views while staying immersed in their favourite games.

Respondents will have the option to fill out the survey in 10 languages: Arabic, English, French, German, Italian, Japanese, Mandarin, Portuguese, Russian, and Spanish. 

Microsoft Xbox, FunPlus, Rovio (AngryBirds2, Angry Birds Friends and Dream Blast), Niantic (Pokemon GO!), Sybo (Subway Surfer), Space Ape Games (BeatStar, Transformers: Earth Wars), Jagex (Runescape), Trailmix (Love & Pies), Hi-Rez (Smite), Creative Mobile (Nitro Nation) and Ten Square Games (Fishing Clash) are some of the initiative’s founding game studios and publishers. 

PlanetPlay and UNDP extend an open invitation to more game producers and studios, regardless of their size, to join Play2Act. 

Given their impact and reach, video games have the potential to play a significant role in helping to tackle the climate and nature crisis. 

Rhea Loucas, CEO at PlanetPlay, said: “With the global gaming population expected to surpass 3.3 billion by the end of 2024, video games have solidified their status as one of the most influential cultural forces of our era. This initiative seeks to strategically engage the gaming community, leveraging the unparalleled reach and impact of video games as a powerful driver of positive change.” 

Jennifer Baumwoll, acting UNDP Climate Hub Director, said: "Thanks to a multi-partner collaboration, Play2Act will enable players to speak up on how video games can be part of the solution. We want to use this popular platform to give a voice to all actors on how a critical industry like gaming can contribute to global climate and environmental action. Guided by Climate Promise, UNDP’s flagship climate action initiative, we aim to mobilise collective action and implement groundbreaking solutions to address the climate and nature crises." 

Yennie Solheim, Director of Social Impact at games publisher Niantic, said: “By giving video game players the opportunity to voice their opinions on sustainability, we can start to encourage positive change addressing the global nature of climate change. We’re excited to partner with PlanetPlay and use our technology to foster community engagement and support sustainability efforts.”

The results will be analysed by leading academics contributing to the GREAT project on gaming and climate policy. Participating academic institutions include Leibniz Institute for Research and Information in Education (DIPF), Zentrum für Soziale Innovation (ZSI), Bolton University, Oxford University, and Universidad Internacional de La Rioja (UNIR), providing expertise in research, social science, and data science.  This research project aims to provide a robust methodology and scientific foundation for games to act as a vehicle for influencing global policy.  

Play2Act is breaking new grounds in climate advocacy. Loucas added: “Together, we are pioneering a movement to make gaming a force for good. Let’s unite to reach 1 billion gamers and amplify our collective voice for a better future.”

To learn more about Play2Act and participate, please click here.  

For Play2Act media assets, click here.

Media contacts  

UNDP: Gabriela Goldman - gabriela.goldman@undp.org

Planet Play: Stuart O’Brien – stuart.obrien@mimrammedia.com