October 13th 2023
Nature restoration on XBox and PlayStation encourages environmental action with gamification
PC and console title ‘Wildmender’ sees developer Muse Games work in partnership with Rainforest Alliance to help players become more climate aware.
The strategic partnership will see Rainforest Alliance – a non-profit working with farmers, companies, governments, and communities in 58 countries – benefit from fundraising and increase exposure to the game’s core youth audience. This is set to include downloadable playable content, various other media and social media channels.
The game itself features a central character tasked with restoring life to a dying planet, travelling from a small oasis across a vast open world environment, either alone or online in cooperation with others. Many tasks involve the re-introduction of plants and rewilding. In the process, players learn about their own impact on the world, resource management, how ecosystems function, and proactive steps that can save the planet.
‘Gaming has the power to transcend virtual boundaries and shed light on critical issues, especially among younger generations. The Wildmender x Rainforest Alliance collaboration seamlessly blends the thrill of gameplay with an urgent environmental message,’ said Marco Maggiorotto, Global Brand Marketing Director at Rainforest Alliance. ‘In ‘Wildmender’, millions of gamers are called to embrace and critically reflect on their role in preserving and restoring nature, within both the game’s universe and our reality. Through this creative partnership, the Rainforest Alliance hopes to motivate and empower people to uphold our joint responsibility of restoring the balance between people and nature.’
Video games and environmental awareness have a longstanding relationship, with an increasing numbers of titles now dealing with the subject directly, party catalysed by the rise of independent development houses in the mobile-first gaming age. In 2019, the United Nations Environment Programme launched Playing for the Planet Alliance, which has now reached over 1billion of the world’s estimated 2.8billion gamers with in-play green activations and campaign partnerships. More than 20 video games companies have also signed up with the scheme, agreeing to support the environmental agenda and take their own steps towards reducing emissions and overall impact.
More on nature restoration:
River Thames Scheme: Sustainable land use, nature recovery, flood protection
Image: Muse Games