SYBO, the mobile games studio behind Subway Surfers, has launched a first-of-its-kind partnership with J Balvin and PlanetPlay to bring the Grammy award-winning musician to life in the game while giving players a means of making a positive impact on the planet.

PlanetPlay is the first climate conscious game marketplace and will support SYBO’s global environmental projects aiming to off-set carbon emissions.

“It’s an honor to work with SYBO and PlanetPlay on such an important and creative initiative,” said 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.”

A portion of the proceeds generated by players purchasing Balvin’s in-game character 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 Blvin and the collaboration will be available through the official PlanetPlay storefront and bundled with a variable carbon emissions reduction starting at a minimum of 100kg 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 tonnes of carbon emissions – equivalent to 40 concerts with 100,000 fans.

“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 Thea 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.”