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CleanPlay has unveiled its innovative energy-saving application on PlayStation 5, aiming to enhance awareness of renewable energy among the gaming community.
Established by industry veterans David Helgason and Richard Hilleman, CleanPlay is a subscription service that compensates for the electricity consumption of gaming consoles by funding clean energy projects, available for as low as $1.99 per month. The platform introduces a gamified approach to investing in renewable energy, offering players incentives for their participation. Enthusiasts can download the app on PS5 easily.
In its launch collaboration with prominent gaming publisher 2K, subscribers to CleanPlay are rewarded with exclusive in-game benefits such as experience boosts, virtual currency, and special features in titles like PGA TOUR 2K and TopSpin 2K25.
Rich Hilleman, a former chief creative officer at EA and co-founder of CleanPlay, expressed the company’s vision in a discussion with GamesBeat: “We’re not here to preach; we aim to engage players in a fun and enjoyable manner, much like selling ice cream rather than broccoli.”
This app allows users in the U.S. to choose specific clean energy initiatives to support, thereby facilitating investment in technologies such as wind, solar, and geothermal energy. CleanPlay stands as a facilitator of renewable energy certificates (RECs), which promote increased clean energy generation in a time when gaming is recognized to contribute significantly to energy consumption issues.
David Helgason, who chairs CleanPlay and is the founder of Unity Technologies, remarked, “Energy is the cornerstone of gaming and technology. With CleanPlay, players can easily contribute to clean energy projects while indulging in their favorite pastime. Each subscription represents a growing demand for clean energy solutions that enhance the grid.”
Data suggests that player energy use constitutes around 80% of the emissions linked to console gaming, underscoring the urgency of addressing this component of the gaming industry’s carbon footprint. While CleanPlay does not eliminate individual emissions, each subscription contributes to a broader demand for cleaner energy sources, signaling a potential shift towards a future powered by renewable energy.
“We believe there’s an opportunity to consolidate consumer purchasing power in a way that has not been done before because the traditional market lacks options for smaller purchases,” Hilleman noted. He illustrated a challenge facing wind farms in Texas, which are being decommissioned due to financial difficulties in maintaining operations, presenting CleanPlay with a chance to support sustainable energy initiatives.
“This represents a chance for the gaming community to take action and support projects that would otherwise not integrate into the power grid, thereby revitalizing clean energy sources,” Hilleman added.
CleanPlay’s debut marks the start of what the founders envision as a continuous partnership with the gaming sector. Future developments include the rollout of more exclusive in-game content, broader collaborations, and innovative engagement methods with renewable energy projects. The platform is examining scalable approaches to support new initiatives, including Virtual Power Purchase Agreements (VPPAs)—a direct financing strategy for renewable energy projects. The vision extends to an eventual goal of creating a Virtual Power Plant (VPP) that enables the gaming community to significantly enhance clean energy adoption.
Hilleman emphasized the capacity of gaming as a transformative platform, stating, “We’re partnering with 2K, a leader in the field, to intertwine support for clean energy with gaming experiences in a manner that is enjoyable and rewarding for players.”
Abhi Shah, 2K’s senior director of product, echoed this sentiment, asserting, “At 2K, we continuously seek to innovate and deepen player engagement. CleanPlay allows us to offer choices that facilitate tangible real-world impacts, merging new avenues for energy advancement with beloved gaming experiences.”
For new subscribers, there is an opportunity to enjoy the first two months of CleanPlay free with an annual commitment of just $19.99, or choose a monthly subscription starting at $1.99. Subscriptions not only provide access to in-game rewards but also foster a sense of community.
Discussing the business model, Hilleman revealed that the founders opted for a for-profit structure to avoid the continuous cycle of public fundraising.
Additionally, player participation is incentivized by exclusive in-game items, with recognition available in the form of trophies for those who engage with the platform. Hilleman also highlighted the goal of educating players on using energy-saving settings on their consoles effectively.
Feedback
Hilleman expressed satisfaction with the reception and engagement from the gaming community thus far.
“Our strategy is to steadily and predictably increase our customer base,” he noted. “Initial feedback has exceeded our expectations.”
In a subsequent analysis, Hilleman shared that a recent promotional post garnered thousands of impressions, resulting in over a thousand downloads—an outcome that took him by surprise.
“This illustrates the robust nature of the PlayStation platform,” he remarked.
Operating with a small team, CleanPlay is focused on user engagement and the selection of viable clean energy options, spearheaded by professionals like Marina Soros and Ryan Cameron.
“As we engage other publishers and platform providers, the level of interest in mitigation products has been unexpectedly positive, suggesting they also see value in these initiatives beyond consumer outreach,” Hilleman explained. “The gaming industry represents a vast demographic that appears ready to embrace proactive steps for environmental change.”
Ryan Cameron reflected on CleanPlay’s broader goal, posing the question of whether it serves gamers who are environmentally conscious or simply those who care about impactful engagement.
Marina Psaros, strategic adviser for energy innovation, commented on a shifting paradigm in the clean energy landscape, emphasizing grassroots movements driven by passionate individuals rather than relying solely on governmental support. “It’s encouraging to witness the dedication among gamers towards sustainable energy practices,” she remarked.
Source
venturebeat.com