A group of former gaming industry executives has launched a new initiative aimed at reducing the environmental impact of video gaming by funding renewable energy projects through a subscription-based platform. CleanPlay, a San Francisco-based climate technology startup, introduced the service SuperPower on the PlayStation store in early 2024, offering gamers a way to support clean energy by purchasing virtual rewards.

The program charges users $34.99 per year or $3.99 per month, granting them access to digital incentives such as avatar outfits and in-game currency. The subscription fees are directed toward funding renewable energy generation, effectively crowdfunded by the gaming community. CleanPlay has partnered with ThreeW, a solar energy project located in Hill County, Texas, near Dallas, to provide the renewable energy backing.

Under the arrangement, CleanPlay commits to purchasing a portion of ThreeW’s solar output for the next decade at a fixed price. The electricity generated by ThreeW is supplied to the local Texas grid operator, ERCOT, at market rates, while CleanPlay receives renewable-energy certificates (RECs) to prove its investment in clean power. These certificates represent verifiable claims of renewable energy generation and can be sold to businesses seeking to enhance their environmental credentials.

Rich Hilleman, a former Executive Vice President at Electronic Arts and co-founder of CleanPlay, emphasized the video game industry’s significant energy footprint. He highlighted that gaming in the United States produces more greenhouse gas emissions annually than five million cars. Hilleman, known for his early work on Madden Football, described the initiative as a way for the industry to "clean up one of its messes."

Gaming hardware demands high electricity use to support complex interactive worlds. CleanPlay estimates that a PlayStation 5, for example, consumes roughly one megawatt-hour of electricity over 5,000 hours of gameplay—comparable to the energy consumption of hundreds of American homes.

SuperPower has attracted more than 50,000 members since its launch. The platform also offers a free service that rewards participants for sharing information about their home energy setups. Some subscribers appreciate the environmental goals behind the project. Mike Demopoulos, a 40-year-old Minnesota-based gamer and web hosting professional with a Pac-Man tattoo, said he joined SuperPower primarily to support renewable energy, not just for the rewards.

Despite fluctuating public support for renewable energy in the United States and regulatory setbacks during the previous administration, the demand for diverse energy sources continues globally. ThreeW was developed by a Houston subsidiary of Mitsui, a Japanese company partly owned by Berkshire Hathaway, which holds significant financial strength in backing large-scale clean energy projects.

Hilleman acknowledged the importance of transparency and credibility, noting the scrutiny projects face on public platforms such as Reddit. He sees CleanPlay’s model as an “easy button” solution that enables gamers to contribute to renewable energy efforts without changing their daily habits, an approach welcomed by participants like Demopoulos who find the program a simple way to make an environmental impact.