Games

INTERVIEW – My Lovely Planet CEO talks eco-gaming, inspiring ambitions, future steps, and more

BBG News

Story Highlights

  • Over 380,000 trees have already been planted thanks to player actions.
  • The eco-friendly $MLC token powers transparency and impact.
  • My Lovely Planet plans to scale globally include new localized campaigns.

In simple terms, “My Lovely Planet” is a free, ad-free match-3 puzzle game that offers both entertaining gameplay and an opportunity to contribute positively to our environment. By playing this game, you can actively participate in planting real trees through your actions within the game. Since its release, it has managed to create a loyal community who share a common interest in environmental conservation.

In this interview, we had a conversation with Clement Le Bras, CEO of My Lovely Planet, discussing the inspiration behind their innovative concept, how they put it into action, and what lies ahead for their daring initiative to reforest the globe. We delve deeper into the topic in our discussion.

The inspiration behind the creation of My Lovely Planet

For Clement, the pivotal moment stemmed from an innovative yet straightforward concept: “Couldn’t it be possible that a mobile game has the power to impact the actual world?

His team saw an opportunity to transform the billions of hours spent on popular games like Candy Crush daily into something beneficial for the planet – reforestation. And so, they created My Lovely Planet, a platform that channels the addictive fun of mobile gaming towards a meaningful cause.

The real-world impact towards reforestation and ocean clean-ups

As a dedicated gamer, I can’t help but feel a sense of pride knowing that our collective in-game achievements have led to an incredible milestone: over 380,000 trees being planted across Madagascar, Kenya, and France! However, for me, the most impactful moment was undeniably our very first project right here in Madagascar.

Working alongside a community-based organization, we kickstarted a reforestation project employing agroforestry practices. Local residents cultivated various fruit trees, nuts, and indigenous plants adhering to the principles of Agroforestry. This approach not only revitalizes our environment but also fosters long-term economic opportunities for the local populace.

The entire trip was captured on camera, and when it was posted to Instagram for the game’s community to see, the response was incredible. Players understood that their in-game actions were actually making a real difference in people’s lives. “This is the strength of purposeful gaming,” Clément notes.

The bold idea of an eco-friendly cryptocurrency

When inquired about the environmental footprint of cryptocurrency, Clément promptly emphasized the structural decisions underlying their token. In essence, he stated that the $MLC token was constructed on an energy-efficient blockchain using a proof-of-stake framework, eliminating the need for mining and reducing the reliance on heavy computing resources.

In addition to this, 15% of the income generated within the game is earmarked for reforestation efforts, and the token is connected to an environmental treasury focused on restoring ecosystems. To clarify, he notes that each use case for the token is intended to boost real-world effects, rather than just financial speculation. For them, cryptocurrency serves as a means for transparency, tracking, and taking positive action.

The fascinating idea of “gamifying” climate action

Clement emphasizes that we prioritize fun above all else. He describes our main gameplay as a well-crafted, engaging Match-3 game, comparable to top-rated apps such as Candy Crush or Royal Match on the App Store.

Throughout their journey, players encounter brief story segments linked to nature, gain access to genuine world activities such as tree planting, and recognize significant achievements with impact markers.

Rather than burdening or preaching, we incorporate environmental consciousness subtly into the game. This approach encourages good actions, offering a sense of satisfaction with purpose, which is something players enjoy revisiting.

The ambitions of a 100-million-player community

Clément mentioned that My Lovely Planet currently enjoys a highly productive growth mechanism, primarily due to its affordable cost-per-install and a message that resonates strongly with people. In simpler terms, he pointed out that our Cost Per Install (CPI) is usually under a dollar, largely because of viral content and a mission that inspires people to share it.

Looking ahead, the team has a clear roadmap to scale their impact:

  • Launch localized impact campaigns in new regions like wildfire reforestation in the U.S. and Turkey.
  • Partner with both Web2 and Web3 influencers and celebrities who genuinely care about the planet.
  • Expand the ecosystem with new casual games, all built around the $MLC token.

As a passionate player, I can tell you that what makes this mission genuine is its seamless inclusion within the game itself. Clément highlighted this point, saying, “The mission maintains authenticity because it’s part of the product, not just marketing gimmicks. It’s about how the game operates.” Furthermore, he concluded the interview with a rallying cry that resonates deeply: “Every level you play brings us one step closer to restoring our beloved planet!

Collaboration Note

Occasionally, Gaming on Phone collaborates with developers, businesses, and industry associations for unique articles that meet our editorial guidelines and cater to reader’s preferences. If you’re interested in working with us, don’t be shy – feel free to reach out!

Read More

2025-07-28 11:11

Previous post The TRUNK VASE by TABLEAU & Bloc Studios is a Sculptural Dialogue of Permanence and Impermanence
Next post Alice Evans hits back at online troll for claiming she ‘looked like a freaking walrus’ during recent court showdown with ex-husband Ioan Gruffudd