Video gamers are taking action for climate through in-game activations: Sam Barratt, Chief, Youth, Education and Advocacy, UNEP

Indian Express

4 days ago

Sam Barratt is the Chief, Youth, Education and Advocacy at the United Nations Environment Programme in Nairobi. He oversees UNEP's work on formal and non-formal education as well as the advocacy programme of the ecosystems division. He works with higher educational institutions to support decarbonisation, nudge student behaviour and increase their commitments to nature.
He also co-founded the Playing for the Planet Alliance, which works with the video gaming industry to act for the environment.
He has also had stints at Avaaz and Oxfam, London, working on their climate and humanitarian campaigns.
Sam is a political science graduate from the University of Liverpool.
He spoke to indianexpress.com on UNEP's advocacy on climate change, their work with educational institutions, and their work with the online gaming industry to motivate gamers to care and work for the environment. Edited excerpts:
Venkatesh Kannaiah: How tech-savvy is UNEP in its outreach and advocacy?
Sam Barratt: UNEP is increasingly tech-savvy, driven by the appointment of a new Chief Digital Officer who is spearheading digital innovation.
An example is our collaboration with the French government during the Paris meeting on artificial intelligence (AI), where we developed a declaration to ensure AI technologies deliver sustainable outcomes. This declaration outlines principles for minimising AI's environmental impact, such as reducing energy consumption in data centres and promoting ethical use of AI.
UNEP works on many tech-driven initiatives like the Methane Laboratory, which uses satellite imagery and data analytics to monitor and map methane emissions globally.
Another initiative, Earth School, a collaboration with TED, delivered 30 online environmental lessons to a million children worldwide. This digital platform provided interactive content on topics like climate change, biodiversity, and sustainable development, engaging young learners.
The World Environment Situation Room is a flagship initiative that aggregates geographic information systems (GIS) and data visualisation tools to provide a comprehensive view of global environmental challenges. This platform enables policymakers, researchers, and the public to access data-driven insights for decision-making. These projects show UNEP's ability to leverage tech for existing programmes.
We think about systemic opportunities to use technology to drive outcomes. And it is about focusing on where we can have a digital accelerant around pre-existing programmes.
Venkatesh Kannaiah: What is the Playing for the Planet initiative? How do you work with the gaming industry?
Sam Barratt: The video game industry is among the world's largest entertainment mediums. It outcompetes TV and film, both in terms of reach and engagement. We launched Playing for the Planet six years ago to work with large gaming companies for them to be models for decarbonisation that other sectors can learn from in terms of reducing emissions upstream, energy efficiency in game engine and game creation, and developing carbon calculators to calculate their scope three emissions.
I think Playing for the Planet might be one of the most successful collaborations I have ever been involved with . What we are looking for is what we can do upstream with game engines and consoles to reduce emissions as much as possible. The idea is to avoid emissions rather than compensate for them.
There is also an opportunity in the design and deployment of games. Our Green Game Jam initiative asks players to talk about why nature matters to them, and we share these inputs with policymakers and lawmakers for them to take action. We also test and explore how games with very large audiences introduce green activations that can inspire their community.
Through these initiatives, UNEP has reached around 1.4 billion gamers, 37 companies, and 45 games in the Green Game Jam initiative.
Venkatesh Kannaiah: How do in-game nudges work to sensitise gamers on decarbonisation?
Sam Barratt: Green activations in games vary widely. Simple actions include players donating virtual or real currency to support tree-planting initiatives, raising millions for reforestation. More complex activities involve advocacy, where players share messages about why nature matters, influencing game developers and policymakers.
Games like Ubisoft's Riders Republic address wildfires, while Horizon built a virtual forest with player support. Climate Station by Sony is bringing the data on climate science over the past one hundred years and allowing players to look at the impact that climate change is having on the planet and what they can do to make a difference.
Venkatesh Kannaiah: Tell us about your work with colleges and universities?
Sam Barratt: UNEP has been actively engaged with higher education institutions for several decades. We also worked with governments to reform curricula, embedding environmental principles into educational frameworks.
Six years ago, UNEP made a strategic decision to broaden its scope to include both formal higher education and non-formal education, such as entertainment mediums, to reach larger audiences.
In higher education, we have implemented three key initiatives to foster sustainability. First, the Little Book of Green Nudges was designed to encourage sustainable behaviour among students transitioning into university life. This programme was tested in 130 universities worldwide, focusing on influencing choices related to mobility, diet, housing, and consumer choices.
Second, we partnered with organisations to launch the Race to Zero campaign, which has secured commitments from over 1,500 universities globally to decarbonise their operations. This initiative encourages universities to adopt sustainable practices in energy procurement, such as transitioning to renewable energy sources like solar or wind power, and installing photovoltaic capacity on campus. The Race to Zero framework, supported by the United Nations Framework Convention on Climate Change (UNFCCC), provides a structured approach for universities with annual reporting to track progress.
Third, the Nature Positive Universities initiative focuses on encouraging higher education institutions to conserve and restore natural ecosystems on their campuses. Many universities manage large estates, which present opportunities for biodiversity conservation and restoration projects, such as rewilding initiatives or native species planting.
Regarding digital tech, UNEP's approach incorporates a digital lens but does not prioritise it.
Venkatesh Kannaiah: Do you work specifically on tech education curriculum change?
Sam Barratt: No, UNEP does not focus on tech education curriculum changes. That responsibility falls to other UN agencies, such as the ITU, which specialises in technology-related education and training.
Universities are encouraged to act as living laboratories, implementing sustainable practices like renewable energy adoption and energy-efficient infrastructure, which can be replicated in broader communities.
Venkatesh Kannaiah: What is the Sports for Nature initiative?
Sam Barratt: Developed with the Olympics and the International Union for Conservation of Nature (IUCN), Sports for Nature addresses how climate change and environmental degradation impact sports ecosystems. We collaborate with 120 sports organisations to restore landscapes, assess environmental impacts across value chains, and educate fans. For example, the Rugby sports ecosystem invests in nature-based solutions to maintain playable pitches amid extreme weather.
Venkatesh Kannaiah: How do you work with social media platforms?
Sam Barratt: Google and Apple promote green games on their Play Stores, especially during World Environment Day, increasing visibility for such games. LinkedIn promotes green jobs and skills, addressing the gap between demand and supply for sustainable talent. On World Environment Day, Google and Apple feature green games, and Xbox is beginning to highlight these games. In India, we work with Reliance Games on plastic pollution themes through Little Singham, engage the Reliance Foundation on Sports for Nature, and run TideTurners, which has mobilised nearly one million young people to reduce plastic pollution.
Venkatesh Kannaiah: Do you work with climate tech startups?
Sam Barratt: To some extent, but our role is normative, setting frameworks with governments to create environments where startups can thrive. We produce the Emission Gap Report to highlight key environmental challenges and collaborate with high-impact sectors to reduce harm and enhance opportunities, indirectly supporting startups.
Venkatesh Kannaiah: What are AI's emerging environmental challenges, beyond data centres reviving fossil fuels?
Sam Barratt: AI's environmental impact is complex. AI data centres consume significant electricity, often from fossil fuels, contributing to greenhouse gas emissions. Data centres also require substantial water for cooling, increasing water scarcity in some regions. AI hardware production generates electronic waste containing hazardous substances (e.g., mercury, lead) and relies on critical minerals and rare earth elements.
UNEP, however, calls for standardised methods to measure AI's environmental footprint across its lifecycle, from raw material extraction to data centre operations and waste disposal. It also asks policymakers to prioritise energy-efficient AI models, renewable energy for data centres, and ethical AI governance to mitigate risks like disinformation.
Venkatesh Kannaiah: What's your next initiative?
Sam Barratt: I'm considering organising our activities (Sports for Nature, Playing for the Planet, Nature Positive Universities, We Are Nature Youth) around a nature narrative to drive restoration outcomes.