Demi Lovato is entering the gaming world for a purpose-driven initiative. Starting December 3, 2024, fans of the pop star and the popular mobile game Subway Surfers can purchase an animated version of Lovato as a playable character. This collaboration, available until January 5, 2025, is more than a fun addition to the game—it’s a way to raise funds for environmental restoration projects worldwide.
Proceeds from the in-app purchase will directly benefit certified environmental efforts, including the Hongera Project in Kenya and WAI Wanaka in New Zealand. These organizations are focused on critical issues such as forest restoration, reversing biodiversity loss, and improving water ecosystem health.
This collaboration is part of Planet Play’s larger Make Green Tuesday Moves campaign, which uses in-game items across various platforms to generate funding for climate initiatives. Planet Play aims to leverage the global gaming community to address environmental challenges, working with developers to integrate eco-conscious solutions into their platforms.
Demi Lovato’s participation follows a successful collaboration with J Balvin in November 2023, which became Subway Surfers’ most lucrative in-app purchase to date. During Balvin’s three-week run, players logged an aggregate of three years of playtime using his character. While specific fundraising projections for Lovato’s character haven’t been disclosed, the impact of the Balvin campaign offers an encouraging precedent. Funds from his collaboration offset over 2,000 tons of carbon emissions—the equivalent of emissions generated by a 100,000-attendee concert.
For Subway Surfers, the initiative highlights the potential for mobile games to contribute to global sustainability efforts. The game, already a cultural touchstone with billions of downloads, offers a unique opportunity to engage players in environmental advocacy. Planet Play’s approach combines entertainment with tangible impact, turning in-game purchases into real-world contributions.
Lovato’s animated character will likely attract significant attention, given her global fan base and commitment to philanthropy. With a campaign period extending into the new year, the collaboration not only promises to support environmental projects but also reinforces the growing trend of merging gaming with social responsibility.
Fans can purchase Lovato’s character in the game starting Tuesday and contribute to vital restoration efforts while enjoying a fresh twist on the Subway Surfers experience.