Green Game Jam
Client: Carbon Counts
Category: Causal Gamers
*Finalist for the United Nations Environmental Program’s award
PURPOSE:
Unite play, purpose, and action.
Use play to highlight UN sustainability goals through a limited-time, special gaming experience—with a focus on user action.
“Fill the Jam Jar, Plant Real Trees!”
Players were invited through in-game notifications, email, and social media to join Von the Raven and friends to complete three quests in the EverForest around themes of food, waste, and restoration. They earned Real Tree Points as they completed tasks and filled up the “Green Jam” jar. Completing the quests rewarded players with a Real Tree to be planted in the real world.
Integrating real-world actions into this gaming experience proved players were engaged with the play—and the purpose of the experience.
Our role in the Green Game Jam event
Nicole facilitated the relationship with Playing for the Planet and applied for Carbon Counts to participate in the Green Game Jam event.
Deanna designed the experience, wrote the quest dialogue, and provided creative direction for the art and brand/marketing materials. She also gathered the analytics for the results’ reporting.
Nick and Deanna distilled the experience to tell the story of our experience crafting the event, watching our players’ actions, and reporting the results and learnings with the Playing for the Planet team.
Results
Finalist for the UNEP’s award for best activation of real-world actions. Our “Fill the Jar, Plant a Tree” initiative planted hundreds of trees, with players earning hundreds of thousands of real tree points. Also, more than 3000 real-world actions were pledged by players in the UN's focus areas of food, waste, and nature.