- 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.
My Lovely Planet is a free-to-play, ad-free match-3 puzzle game where players not only enjoy casual gameplay but also help plant real trees through their in-game actions. Since its debut, the game has quietly built a dedicated community around environmental impact.
We at GamingonPhone spoke with My Lovely Planet CEO Clément Le Bras about what sparked this idea, how it works in practice, and what the future looks like for this bold mission to reforest the world, and more in this interview.
The inspiration behind the creation of My Lovely Planet
For Clément, the turning point came from a simple but powerful idea: “What if playing a mobile game could change the real world?“
With billions of people spending hours on casual games like Candy Crush daily, his team saw an opportunity to redirect some of that attention and revenue toward reforesting the planet. “That’s how My Lovely Planet was born,” he explained, “a way to channel the addictive fun of mobile gaming into a meaningful mission.“
The real-world impact on reforestation and ocean clean-ups
The numbers speak for themselves as more than 380,000 trees have been planted across Madagascar, Kenya, and France thanks to players’ in-game progress. But for Clément, the most powerful moment was their first project in Madagascar.
“We partnered with a local NGO to launch a reforestation initiative using agroforestry techniques. Villagers planted fruit trees, nuts and other types of local plants following the principle of Agroforestry, which not only restores the ecosystem but also creates sustainable income for local populations,” he shares.
The entire journey was filmed, and when it was shared with the game’s community on Instagram, the reaction was overwhelming. Players realized their in-game actions were tangibly changing lives on the ground. “That’s the power of impact-driven gaming,” Clément expresses.
The bold idea of an eco-friendly cryptocurrency
When asked about the environmental impact of crypto, Clément was quick to point out the architectural choices behind their token. “We built the $MLC token on a low-energy blockchain with a proof-of-stake architecture, no mining, no heavy compute,” he explained.
Beyond that, 15% of all in-game revenue is committed to reforestation, and the token is linked to an environmental treasury dedicated to ecosystem restoration. To further explain this, he mentions that “Every token use case is designed to amplify real-world impact, not just financial speculation. For us, crypto is a tool for transparency, traceability, and positive action.”
The fascinating idea of “gamifying” climate action
“We lead with fun, always,” Clément tells us. He explains the core gameplay, which is a polished, high-retention Match-3 experience that competes with the best titles on the App Store like Candy Crush of Royal Match.
Along the way, players are introduced to light narrative moments tied to nature, unlock real-world actions like tree planting, and reward players with impact milestones.
He shared that environmental impact is gently woven into the game without overwhelming the player. “We avoid guilt or lectures and instead celebrate positive action. It’s dopamine with meaning, and that’s a formula players love coming back to.”
The ambitions of a 100-million-player community
Clément shared that My Lovely Planet already benefits from an ultra-efficient growth engine, thanks to a low cost-per-install and a message that resonates. “Our CPI is less than 1 dollar, thanks to viral content and a mission people want to share,” he noted.
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.
What keeps the mission authentic, Clément emphasized, is its integration into the game itself. “The mission stays authentic because it’s embedded in the product. It’s not marketing, it’s how the game works,” he said. “Every level played is a step toward restoring the planet!” the My Lovely Planet CEO adds, concluding the interview.
Collaboration Note
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