SYBO, the mobile games studio behind the most downloaded game of all time, Subway Surfers, today launched a first-of-its-kind partnership with J Balvin to bring the hit musician to life as an all-new character within the game. Created in collaboration with PlanetPlay, the first-ever climate-conscious game marketplace, the partnership will support the organisation’s global environmental projects aiming to offset carbon emissions.
“It’s an honour to work with SYBO and PlanetPlay on such an important and creative initiative,” said J Balvin. “Becoming a playable character in Subway Surfers while giving fans an accessible way to make a positive impact on the environment is a surreal opportunity.”
“At SYBO, we’re always looking for fresh ways to encourage players to use gaming for good and fight climate change,” said Mathias Gredal Nørvig, CEO of SYBO. “We’ve long admired how J Balvin has used his platform for good, and bringing him to life in our game will hopefully inspire environmental action beyond our 150 million monthly active players around the globe.”
Clean cookstoves and limited T-shirts
A portion of the proceeds from Balvin’s in-game character purchases will be donated through PlanetPlay’s platform to Kenya’s Hongera Clean Cookstove Project, a non-profit that aims to mitigate CO2 emissions with the distribution of clean and energy-efficient cookstoves to regions in Kenya. After purchasing the character, players can redeem ‘green coins’ from PlanetPlay’s digital marketplace to use towards additional in-game items.
In addition, limited edition t-shirts featuring special designs inspired by J Balvin and the collaboration will be available through the official PlanetPlay storefront and bundled with a variable carbon emissions reduction starting at a minimum of 100 kg CO2. The amount of carbon emissions reduced will be reflected in the design of the item, allowing people to show their contributions towards a healthier planet. PlanetPlay aims to offset 100,000 tons of carbon emissions – equivalent to 40 concerts with 100,000 guests.
“The need for climate action is more pressing than ever, and the gaming industry is one of the most powerful agents to spark real-world change,” said Rhea Loucas, founder and CEO of PlanetPlay. “Both J Balvin and Subway Surfers have earned impressive global fanbases, and we’re excited to see what’s possible when we unite with the two communities.”
Balvin’s character is available today through November 19th, and his newest single – Dientes, with DJ Khaled and Usher – is additionally featured in-game for fans to enjoy while playing. Players can also participate through social media, where Subway Surfers is challenging its community to beat Balvin’s high score. One lucky winner will receive a signed prize from Balvin, in-game rewards and more.
Steve is an award-winning editor and copywriter with more than 20 years’ experience specialising in consumer technology and video games. With a career spanning from the first PlayStation to the latest in VR, he's proud to be a lifelong gamer.
