2025-03-11
At PlanetPlay we are fortunate to work alongside some of the most forward-thinking leaders in our industry and beyond, bringing their expertise and passion to our mission of harnessing the power of games for environmental impact. As part of an ongoing Meet Our Advisory Board series, we sat down with Halli Thor Bjornsson, CEO at Lockwood Publishing, to discuss why he joined the PlanetPlay movement, the role of virtual worlds in sustainability, and how the games sector can drive real-world environmental action…
What motivated you to join the PlanetPlay Advisory Board, and how do you see your expertise shaping its mission?
I’m from Iceland, and I spent much of my childhood in very close proximity to nature, which is probably the biggest contributing factor to my passion for this subject. The reality is, we won’t survive as a species, along with many other life forms, if we don’t change our course. As a company, I feel we have a duty to support this cause, and we know that our community deeply cares about it too.
Avakin Life has embraced sustainability initiatives like the Make Green Moves campaign. Do you think virtual worlds can drive real-world environmental action?
Yes, for sure. I’m hoping that our partnership with PlanetPlay will show that real results are possible. People often feel powerless and worried about climate change, so every project that can bring about positive change is important.
The games industry is a multi-billion-dollar force with a global reach. What do you think is its biggest untapped potential when it comes to funding sustainability efforts?
Ideally, we can connect our players with direct results through initiatives like Make Green Moves, with the help of PlanetPlay. That will hopefully create a virtuous cycle.
With discoverability being critical to success, along with initiatives that drive the bottom line, were you surprised to see the huge uplifts in key metrics through working with PlanetPlay and the Make Green Moves campaign? Our joint efforts saw a 6% increase in downloads, one of the highest performing events on Google Play Store, and saw 58% increase in reactivated users: clearly there is an appetite?
Yes, think that’s such a vital ingredient. People and companies are always happy to contribute to the cause, but if it’s also a profitable way to run your business it will accelerate the transition.
How have Avakin Life players responded to sustainability-driven content? Have you noticed any shifts in engagement?
We feel a lot of love from our community! In terms of in-game performance, the Make Green Moves Winter Party campaign with Demi Lovato in December stood out, with over 2.2 million views. The same activation attracted 5.4 million impressions and 12,000 downloads from the Google Play store, and 500,000 impressions and 3,000 downloads from the Apple App Store. These numbers show players engaging positively with the environmental messaging, especially when combined with star power.
As a leader in the industry, what challenges have you faced in making sustainability a core business strategy? How can studios overcome these barriers?
The biggest challenge currently is around discovery: PlanetPlay has created a unique partnership between celebrities and the mobile platforms which has helped hugely on this aspect and in turn enabled us to extend our support. It’s also a great way to connect our company, team, community, platforms, and celebs around something deeply authentic we all care about. There’s a lot of joy and energy around Make Green Moves, which comes across around the engagement on socials.
Looking ahead, what are the next big sustainability goals for Lockwood Publishing?
PlanetPlay has a great roadmap for this year and the Make Green Moves campaign is building more and more momentum – we’re looking forward to all the activations! Our goal is simple: just try to expand our support as much as we can and see where it takes us.
Join the Movement
Halli’s insights and work as part of our Advisory Board highlight the huge potential for games to drive real-world environmental change – and Lockwood Publishing is leading by example.
If you’re a studio looking to get involved with Make Green Moves or explore how games can be a force for good, let’s talk. Contact the PlanetPlay team today, and we can make a difference together!
