2025-08-18
In summer 2025, mobile studio Axlebolt partnered with the team here at PlanetPlay on a groundbreaking green activation within the hit title Standoff 2 that fused in-game content with real-world environmental impact.
The campaign was amplified during the inaugural Green Games Showcase at Summer Game Fest and raised over $40,000 for our climate action projects.
The collaboration is a fantastic example of how studios and players can turn in-game actions into environmentally-positive outcomes, without sacrificing profitability.
About The Collaboration
Axlebolt is the studio behind Standoff 2, the hugely popular mobile FPS known for its competitive gameplay and vibrant community. But beneath the action-packed surface of the game lies a studio deeply committed to social responsibility and long-term sustainability.
The centrepiece of our collaboration was the Chameleon Case – a limited-time in-game case with nature-inspired visuals symbolising adaptability and change. Rather than creating a standalone sustainability mode, Axlebolt embedded the campaign within the core Standoff 2 experience.
Part of the proceeds from the limited-edition item directly support PlanetPlay’s verified climate projects. The response was immediate and enthusiastic: players appreciated the opportunity to take real-world action without leaving their favourite game.
The collaboration generated $40,000 for PlanetPlay’s sustainability initiatives. In addition, the collaboration:
To delve deeper into the activation, how it worked and its outputs, we spoke to Axelbolt Business Development Manager Natalia Melnik and PlanetPlay's Head of Partnerships Felix Bradshaw…
What inspired Axlebolt to take part in PlanetPlay’s Green Games Showcase at Summer Game Fest, and what does sustainability mean to your studio?
Natalia: At Axlebolt, we’ve always believed that game development goes beyond entertainment. It’s also a responsibility. Our flagship title, Standoff 2, is a fast-paced mobile FPS enjoyed by millions of players across the globe. While the game is competitive by nature, it has also fostered a passionate and socially aware community that engages far beyond the mobile screen.
We saw the Green Games Showcase as an opportunity to channel that energy into something impactful and lasting. Taking part in the initiative allowed us to show that even within dynamic, action-driven games, there’s space to promote important values like sustainability and collective responsibility.
For us, sustainability isn’t just about long-term engagement inside the game. It’s also about contributing to the long-term well-being of the world our players live in. We recognize the influence that platforms like ours can have, and we want to use it to inspire positive action where possible. PlanetPlay’s vision aligned perfectly with our own, and the collaboration felt both meaningful and natural to our team.
Can you tell us more about the Chameleon Case fundraising campaign in Standoff 2: How did the idea come about and how did you approach blending gameplay with environmental impact?
Natalia: For the campaign with PlanetPlay, we selected the Chameleon Case, a themed in-game case with designs inspired by nature and the symbolism of adaptability. The chameleon, as a creature that thrives by adjusting to its environment, became a fitting visual metaphor for the campaign’s message around sustainability and change.
Rather than introducing separate mechanics, we wanted the campaign to feel natural and familiar to players, fully integrated into the Standoff 2 experience.
The case was made available for a limited time in support of PlanetPlay’s environmental efforts, allowing players to contribute simply by engaging with content they already enjoyed.
We communicated the campaign’s purpose through in-game channels and social media, and the response from our global community was incredibly positive. By connecting a meaningful cause to authentic in-game content, we were able to create an experience that felt both relevant and impactful without disrupting gameplay flow.
The campaign generated over $40,000 for PlanetPlay’s sustainability initiatives. What do you think contributed to the campaign’s success, and how did your community respond?
Natalia: Several things contributed to the success of the campaign:
Our community is highly engaged, and they were genuinely enthusiastic about the opportunity to contribute to something meaningful through the game. For many players, it wasn’t just another case opening, it was a chance to be part of something important.
The fact that the campaign generated over $40,000 speaks not only to the success of the implementation but to the willingness of players to support causes they believe in, when given the chance.
What did it mean to have Standoff 2 featured on a global stage like the Green Games Showcase? Did you see any uplift in visibility or player engagement as a result?
Natalia: Being featured at the Green Games Showcase during Summer Game Fest was a proud moment for our team. It placed Standoff 2 in a wider global conversation, not just about gaming innovation, but about the role our industry can play in shaping the future.
The campaign and the Green Games Showcase helped boost the game’s visibility and gave us another meaningful touchpoint with our audience. We observed a noticeable spike in social media impressions, something we’ve consistently seen during previous collaborations with PlanetPlay.
While it’s difficult to quantify exact impact in terms of new users or long-term engagement, the overall response reaffirmed that our players are receptive to initiatives that connect gameplay with a greater purpose.
How important do you think it is for game studios, particularly those in the mobile space, to start aligning content with real-world causes like climate action?
Natalia: It’s extremely important and increasingly expected by the new generation of players. Studios in the mobile and competitive space have enormous reach and influence. Our platforms are active daily touchpoints for millions of users around the world, many of whom are open to engaging with real-world issues when they’re presented authentically.
Integrating causes like climate action into our content doesn’t mean being less competitive or entertaining. It means being more connected, more meaningful. When done right, these initiatives deepen player loyalty, foster stronger community ties, and show that we as developers are not isolated from global challenges, but part of the solution.
What advice would you give to other developers considering working with PlanetPlay or launching sustainability-themed in-game content of their own?
Natalia: Start by identifying what feels natural to your game and audience. Players are highly sensitive to authenticity, the initiative must align with your brand and game experience. From there, focus on quality: the content should be as strong as any other in your game, not just an “add-on.”
Working with PlanetPlay was incredibly helpful in shaping both the structure and transparency of the campaign. They brought credibility, guidance, and a clear framework for impact. Our advice: don’t overcomplicate it.
A well-integrated campaign with a clear message and real-world connection can do more than raise funds, it can redefine how players see their role within your game and beyond it.
From PlanetPlay’s perspective, what made the Axlebolt collaboration on the Chameleon Case and Green Games Showcase campaign so successful, both creatively and operationally?
Felix: The key to any successful collaboration is an equal willingness from both sides to make something authentic and meaningful happen. Axlebolt brought all the essential ingredients:
One thing we learned in 2024 is that it’s always worth going all in. A basic, recycled green skin while light on resources wasn’t enough to truly entice players. For impact, the item needs to be unique, surprising, or hold real value in the game world.
That said, you don’t need to overcomplicate it. The Chameleon Case was simple in execution, but it worked because it was clear what players were getting and why. It was a win-win.
What did Axlebolt do especially well in terms of integrating PlanetPlay’s tools, processes, or sustainability messaging into their live game environment?
Felix: Axlebolt really understands their players, what they care about and what drives their engagement. The most important ingredient in any campaign launch is giving players a reason to care.
They nailed that. From pre-launch messaging to clear in-game communication, they showed players what was happening, why it mattered, and the real-world difference it was making. That sense of shared purpose is powerful; it turns a campaign into a movement.
How did the PlanetPlay team support Axlebolt during the campaign from concept to reporting, and what internal workflows helped make this smooth and efficient?
Felix: Working with a team like Axlebolt is always a pleasure. From the outset, we understood how each other worked, we just clicked. Like a good marriage.
Because we had time to plan, nothing was rushed. That gave our Ops team room to sync with Axlebolt, align on deliverables, manage expectations, and keep communication smooth from start to finish.
We also kept things simple. No unnecessary complexity, no overthinking. The Green Games Showcase was new for everyone, there was no blueprint, but we were confident in what we were building, and we knew there was a passionate community ready to support it. Axlebolt’s existing assets really helped speed things up and keep production on track.
What role did communication and alignment play between both teams in helping the campaign hit key milestones (and surpass expectations)?
Felix: In 2024, we launched Make Green Moves, and with it, we became experts in multi-channel communication across 30 games, 20 studios, and 3 megastars (The Hoff, Joe Jonas, and Demi Lovato).
By the time Axlebolt joined us for the Demi Lovato campaign in December, we had the playbook nailed down. We all shared a common goal: to maximise the reach of what we were doing.
And it worked: Axlebolt had one of their best-performing TikTok campaigns ever, and sales of their simple in-game planet sticker went above and beyond expectations.
What lessons or best practices from this collaboration would you recommend to other studios who want to create a high-impact green activation with PlanetPlay?
Felix: Authenticity – When your team of developers, artists, ops, QA, sound all care about the cause, it shows. That’s the foundation. Start with the belief that this is genuinely worth doing, and let that inform the rest.
Purpose – Know what you’re trying to achieve, then build a narrative around it. Start with a meaningful cause (we only support fully verified and audited, 100% donation projects), and tell your players what you're doing and why. Over communicating is better than under-communicating.
Value – Create an item that feels valuable, but doesn’t negatively impact gameplay. We’ve shown that these kinds of items don’t cannibalise revenue, they boost it. And they improve key game metrics, too.
Planning – Make sure there’s breathing room before and after your campaign, especially in the sustainability space. Avoid ‘green fatigue’.
Communication – Say it often, say it everywhere. Tell players what’s coming, how they can take part, and the difference they’ll make.
Why is this campaign a great example of the kind of ‘plug-and-play’ sustainability integration PlanetPlay aims to offer developers, especially those with lean teams or limited live ops resources?
Felix: This campaign worked because we know there are billions of players who want to help the planet. Reaching new audiences outside of your core player base opens up new opportunities.
And crucially, we kept it light-touch for the dev team. Low overhead, simple product, and big media opportunities, that’s the PlanetPlay model.
We have the experience to take any game, greenify it, and help you create something that drives revenue and supports the planet. All we need from studios is an open mind and a bit of planning. The rest, we handle together.
Let’s make green moves.
To learn more about working with PlanetPlay visit https://partners.planetplay.com
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