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The game is turning casual play into climate action – users have already planted more than 380,000 trees worldwide
Our digital age is dominated by fleeting trends and throwaway apps, so when a mobile game is proving that entertainment can have a great cause – it becomes an impressive narrative. My Lovely Planet, a Web3-powered mobile puzzle game with an ambitious environmental mission, has been selected by Google for its prestigious #WeArePlay campaign. This marks a historic moment as the first-ever Web3 game to receive such recognition from the tech giant. More than just a game, My Lovely Planet is pioneering a new frontier where blockchain technology meets ecological stewardship—mobilizing gamers to plant trees and combat climate change with every level they complete.
Gaming for Good — A New Paradigm in Mobile Play
At its core, My Lovely Planet offers a relaxed and accessible gaming experience, reminiscent of the most popular casual puzzle titles. But unlike its peers, each milestone in the game contributes directly to environmental action. For every 100 levels completed by a player, the company commits to planting a real tree—thanks to its collaborations with trusted NGOs such as Graine de Vie in Madagascar. As of today, over 380,000 trees have been planted through this model.
Behind this engaging interface is a deeper vision: to make mobile gaming a tool for global sustainability. Clément Le Bras, the CEO and founder of My Lovely Planet, has long believed in the power of digital platforms to create real-world change. “Mobile gaming is a powerful platform for change,” he stated following the Google recognition. “We hope this inspires a new wave of purpose-driven mobile games focused on sustainability.”
This approach represents a significant departure from the exploitative microtransaction models prevalent in mobile gaming today. Instead of encouraging endless spending for cosmetic items or faster progress, My Lovely Planet incentivizes impact. The more a user plays, the more they contribute to tangible ecological restoration efforts.
Google’s inclusion of the game in its #WeArePlay campaign further underscores its growing influence. The campaign highlights the most inspiring apps and the developers behind them, drawing global attention to innovations that merge tech and social purpose. For the blockchain and Web3 sectors—often scrutinized for their environmental impact—this is a breakthrough moment. My Lovely Planet stands as proof that blockchain-based games can be both sustainable and socially responsible.
$MLC — A Token for the Planet
Fueling the game’s ecosystem is $MLC (My Lovely Coin), a Web3 utility token that not only supports in-game rewards but also empowers players to make decisions about real-world environmental investments. This multi-functional token forms the backbone of the My Lovely Planet community, aligning financial value with ecological integrity.
Players who stake at least $100 worth of $MLC gain access to a reward system that lets them convert their in-game diamonds into tokens. This feature gamifies not only progress but investment—offering players a direct economic incentive to stay engaged. More importantly, $MLC holders gain governance rights within the game’s decentralized treasury. That means they can vote on how the game’s earnings are allocated—whether toward reforestation, carbon credits, or clean energy projects.
Since its launch, $MLC has seen impressive growth, jumping 261% in value, a clear indicator of user confidence and a strong product-market fit. Now aiming for a $1 billion market cap, My Lovely Planet is poised to become one of the world’s largest sustainable investment platforms—powered not by institutions, but by an active and committed gaming community.
This innovative model turns players into stakeholders in the fight against climate change. Every download, every level, every token—each element is designed to foster real-world outcomes. And with Google now spotlighting the app on a global stage, the potential for growth and impact is only accelerating.
Le Bras summed up the sentiment best: “It’s a win not just for us, but for every player who’s helping reforest the planet—one level at a time.”
