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.

The game titled “My Lovely Planet” is an engaging, ad-free match-3 puzzle experience that’s entirely free to play. As players immerse themselves in this relaxing gameplay, they unknowingly contribute to the real-world effort of planting trees through their in-game actions. Since its launch, it has nurtured a passionate community focused on environmental impact.

In this interview, we from GamingonPhone had a chat with Clement Le Bras, CEO of My Lovely Planet, discussing the inspiration behind his venture, its practical applications, the future prospects of his ambitious project to regenerate the planet’s forests, and other intriguing aspects.

The inspiration behind the creation of My Lovely Planet

For Clement, the pivotal moment arrived through a straightforward yet potent concept: “Couldn’t it be possible that playing a mobile game affects the actual world?

Every day, countless individuals spend vast amounts of time playing popular games such as Candy Crush. Realizing this presented an opportunity, his team decided to redirect some of that engagement and profits towards reforestation efforts, giving birth to My Lovely Planet. As he put it, “This is the origin of My Lovely Planet – a platform designed to transform the addictive appeal of mobile gaming into a purposeful endeavor.

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

The statistics clearly show that over 380,000 trees have been planted in Madagascar, Kenya, and France, all due to the advancements within the game by players. However, what truly stood out for Clément was the very first project they undertook in Madagascar.

He mentions that we teamed up with a nearby non-governmental organization to kick off a reforestation project employing agroforestry methods. The villagers planted various types of indigenous fruit trees, nuts, and other plants in accordance with the principles of Agroforestry. This approach not only helps revitalize the environment but also fosters a long-term source of income for the local community.

The entire trip was captured on camera, and when it was posted on Instagram for the game’s community to see, the response was incredible. Gamers understood that their actions within the game were actually making a difference in real life. “That’s the strength of games with a focus on making a positive impact,” Clément notes.

The bold idea of an eco-friendly cryptocurrency

When questioned about the environmental impact of cryptocurrency, Clément promptly highlighted the structural decisions behind their token. “Our $MLC token is constructed on an energy-efficient blockchain with a proof-of-stake design, eliminating the need for mining and excessive computational power,” he elaborated.

Apart from the usual earnings, an astounding 15% of our in-game income goes towards reforestation projects. Moreover, this digital token we use is linked to an environmental treasury, which solely focuses on restoring ecosystems. To provide more clarity, he emphasizes that each application of these tokens aims to boost real-world influence rather than merely financial speculation. For us, cryptocurrency serves as a means for increased transparency, traceability, and constructive actions.

The fascinating idea of “gamifying” climate action

Clément emphasizes that our approach is consistently enjoyable,” he says. He elaborates on the fundamental mechanics, offering a refined, addictive Match-3 gameplay reminiscent of top-tier games such as Candy Crush and Royal Match available on the App Store.

As you progress through the game, you’ll encounter brief story segments connected to nature, engage in actual-world activities such as tree planting, and be recognized for your achievements with significant impact markers.

Instead of burdening players with guilt or preachiness, we infuse environmental consciousness into the game in an enjoyable manner. It’s a rewarding experience that encourages good actions, which is why players keep returning.

The ambitions of a 100-million-player community

Clément mentioned that My Lovely Planet currently enjoys an extremely effective growth mechanism due to its low cost-per-install and a message that strikes a chord with users. In simpler terms, he pointed out that our Cost Per Install (CPI) is under $1, largely because of viral content and a mission that people are eager to spread.

Looking ahead, the team has a clear roadmap to scale its 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 devoted fan, I can say that what makes this mission genuine, as emphasized by Clément, is its seamless integration within the game itself. In his own words, “The mission maintains its authenticity because it’s part of the product, not just marketing. It’s how the game functions.” Furthermore, he excitedly concludes, “Each level played brings us one step closer to restoring our beloved planet!

Collaboration Note

Sometimes, GamingonPhone collaborates with creators, businesses, and other relevant entities for unique articles that meet our editorial guidelines and cater to the readers’ preferences. If you’re interested in collaborating with us, feel free to reach out!

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2025-07-28 16:41

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