Evaluating the effect of a commercial video game on pro-environmental behaviour and its determinants: a pre-post survey study

Video games reach billions of people worldwide and may offer a scalable opportunity to engage players in climate and environmental action. However, little empirical research has assessed whether video games can influence the pro-environmental behavioural determinants or actions they aim to promote. To address this gap, we evaluated a 21-day ‘green activation’ embedded in Love & Pies, a popular mobile game participating in the 2024 Green Game Jam.

The activation encouraged players to adopt pro-environmental behaviours in food consumption, waste management, and habitat restoration through techniques like educational messaging and stories from activists and players. Using a pre–post survey design (N = 33,910), we assessed players’ self-reported pro-environmental behaviours and key behavioural determinants (e.g. knowledge), linking responses to objective gameplay data. At baseline, players reported moderate levels of subjective knowledge, perceived capability, and outcome efficacy across all three environmental issues.

However, one in five players showed low levels of capability and knowledge, suggesting potential targets for intervention. Engagement with the activation, measured by milestones completed, was associated with small increases in subjective knowledge and, to a lesser extent, perceived capability. No consistent associations were observed for other determinants or self-reported behaviours.

These findings align with prior research suggesting that games may more readily influence behavioural determinants than actual behaviours. However, video games may be a useful tool for engaging broad audiences with climate issues, particularly when grounded in behavioural theory and designed for repeated exposure to messaging. This study also highlights several design and evaluation challenges in commercial studio environments, as well as future opportunities for collaborative research at the intersection of behavioural science, climate communication, and interactive media.

The authors extend their heartfelt gratitude to Lisa Pak and Sam Barratt from Playing for Planet, as well as Tristan Clark, Anissa Nehls, Rebecca Weiss, Aino Kinnunen, and Ahmed Allam from Trailmix. Their contributions were instrumental in making this research possible. Usher Institute, College of Medicine and Veterinary Medicine, University of Edinburgh, Edinburgh, UK This project was partially funded by Playing for the Planet, and Trailmix, a participating game studio, collected the data.

Both parties may have a vested interest in positive outcomes; however, neither was involved in the data analysis or the writing of the manuscript. The authors have no other conflicts of interest to declare. This study is an observational research project.