Playmob, a market insights platform founded by entrepreneur Jude Ower, is using gaming to address climate change in innovative ways. By engaging gamers through in-game surveys, activations, and content, Playmob is able to gather data on player attitudes towards climate change. This data is then utilized by the UN Development Programme to inform climate policy decisions at a global level. Additionally, gaming studios use this data to better understand player behavior and values, resulting in increased engagement and the attraction of new players.
Ower first conceived the idea for Playmob after starting a startup with friends focused on developing games for education and training. She saw the potential to connect online actions with offline impact through micropayments that supported good causes. After experiencing success in engaging players at scale for gaming studios, Ower was approached by the UN to explore using games to collect valuable data on climate attitudes. Playmob’s playable ad, Mission 1.5, reached over 33 million people in 60 countries, making it the largest ever study on climate attitudes. Ower continues to collaborate with the UNDP to understand the urgency and priorities related to climate change.
Playmob’s efforts have not gone unnoticed, as the company was recently acquired by PlanetPlay, a climate conscious games marketplace and not-for-profit digital platform. This acquisition creates a formal relationship between the two businesses, both of which are dedicated to using gaming to fight climate change. Ower has also been active in promoting the potential for the UK gaming industry to collaborate with Saudi Arabia on gaming and sustainability initiatives, further expanding the reach and impact of Playmob’s work.
By utilizing the power of gaming as a medium for storytelling and interactive engagement, Playmob is able to tackle climate change in a unique and impactful way. Through in-game purchases linked to green projects for carbon offsetting, as well as the sale of premium games and content supporting green projects, Playmob is able to create tangible results towards sustainability. Not only does this approach benefit the environment, but it also enhances player engagement and drives positive behavior change among gamers, showcasing the potential of gaming as a tool for social good.
With a focus on understanding what matters to players and offering relevant activations and content, Playmob has been able to achieve high levels of engagement and completion rates for in-game surveys and initiatives. The combination of gaming and sustainability has proven to be effective in not only raising awareness about climate change but also in driving real-world impact through data collection and policy influence. As Playmob continues to collaborate with the UNDP and other partners, the potential for gaming to drive positive change in the fight against climate change remains promising and inspiring for the future.
