Mumbai, June 22, 2022: To commemorate World Environment Day and World Oceans Day, Reliance Games have come up with a unique initiative to raise awareness of the dangers of plastic among children and young people. In support of the United Nations Environment Program’s (UNEP) Tide Turners Plastic Challenge, a global initiative encouraging youth to engage with the problem of plastic pollution, which threatens life in oceans, rivers and on land, Reliance Games is sponsoring the issues of plastic pollution in a video games, a first for the studio.
Little Singham 2022, a running game with over 50 million downloads, is running a new campaign that educates players about the negative impact plastic pollution is having on the environment by incorporating new features where players collect plastic bottles and win rewards. Discovery Kids’ most popular show, Little Singham has been winning hearts since 2018 by becoming one of the top Indian IPs in the animation genre on TV and has achieved success by also topping the charts on the Play Store.
The Little Singham game also incorporated the World Environment Day Only One Earth logo into the gameplay.
The Tide Turners youth program is supported by the Boy Scout and Boy Scout movement worldwide and is committed to around 500,000 youth in over 30 countries.
Atul Bagai, who heads the UNEP office in India, said: “Youth awareness is crucial to respond to the triple planetary crisis of climate, biodiversity loss and pollution. The gaming industry, with its enormous reach, can play an important role in encouraging young players in a fun way to fight plastic pollution by reducing, reusing and recycling plastic.”
The collaboration is part of Playing for the Planet, launched at the UN Climate Change Summit in September 2019, a push by UNEP to support the games industry to raise awareness of pressing environmental issues. Reliance Games/Zapak is one of the founding members alongside Sony and Microsoft, Ubisoft and Supercell.
“Games can stimulate, inspire and engage children’s imaginations with these initiatives,” said Amit Khanduja, CEO of Reliance Entertainment – Digital. “The mobile games industry needs to take the lead in emerging markets to raise awareness for the next billion gamers who are going online to help drive climate change.”
Uttam Pal Singh, Head of Discovery Kids, Warner Bros. Discovery, said: “At Discovery Kids, we believe that through our Little Singham marquee we can create awareness and excitement among children about environmental challenges and the impact of plastics on climate change . An inspiration to young children, Little Singham is brave, intelligent, responsible and honest; He is an agent of change and there couldn’t be a better ambassador to carry this message to the children. We are proud to partner with Reliance Games on something that requires serious action and also resonates with the traits of our beloved character and the larger network.”
About Reliance Games
Reliance Games is India’s leading gaming destination with more than 500 million game downloads. Reliance Games and Zapak work closely with leading entertainment companies such as WWE, Cartoon Network, Paramount, Discovery Kids, etc. From famous cricket matches like WWE Mayhem, World Robot Boxing, T20 Cricket and Little Singham Cricket to blockbuster TV series featuring matches performed by Little Singham, Little Krishna and many others, Zapak players from all over the world are experiencing endless excitement, achieve amazing high scores, challenge friends and compete in one of India’s largest collections of games. Reliance Games and Zapak are the divisions of Reliance Entertainment Digital.
About Reliance Entertainment
Reliance Entertainment is one of India’s leading film and entertainment companies engaged in the creation and distribution of content across film, streaming, TV, animation, gaming and digital platforms. Internationally, Reliance Entertainment has worked with legendary film producer and director Steven Spielberg since 2009 to form DreamWorks Studios and then Amblin Partners. This relationship has spawned several successful ones including The Post, 2019 Golden Globes & Oscar winning film, Green Book & 2020 Oscar nomination and 1917 Golden Globes winner.
About the United Nations Environment Program (UNEP)
UNEP is the leading global voice on the environment. It provides leadership and fosters partnerships in environmental protection by inspiring, informing and empowering nations and peoples to improve their quality of life without jeopardizing that of future generations.