November 1, 2023
SYBO, the mobile games studio behind “Subway Surfers,” has launched a first-of-its-kind partnership with J Balvin to bring the GRAMMY Award-winning musician to life as an all-new character within the game.
Created in collaboration with PlanetPlay, the first climate-conscious game marketplace, the partnership will support the organization’s global environmental projects aiming to offset carbon emissions.
“It’s an honor to work with SYBO and PlanetPlay on such an important and creative initiative,” says 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,” says Mathias Gredal Nørvig, chief executive officer, 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.”
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. This nonprofit aims to mitigate CO2 emissions by distributing clean and energy-efficient cookstoves to regions in Kenya. After purchasing the character, players can redeem “green coins” from PlanetPlay’s digital marketplace for additional in-game items.
In addition, limited-edition T-shirts featuring 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 toward 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,” says Rhea Loucas, founder, chief executive officer, 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 through Nov. 19, and his newest single, “Dientes,” with DJ Khaled and Usher, is also featured in-game for fans to enjoy while playing. Players can also participate through social media, where “Subway Surfers” challenges its community to beat Balvin’s high score. One lucky winner will receive a signed prize from Balvin, in-game rewards and more.
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