ItemConference Paper

Levelling Up for Nature: Pathways of Engagement with Green Messages in Games

Title
Levelling Up for Nature: Pathways of Engagement with Green Messages in Games
Creator
Iwendi, Celestine; Uwah, Salome Enoshi; Amiri, Farnoud; Nwibo, Ezekiel Gabriel; Sharma, Vandana; Hollins, Paul
Description
Digital games have become potent platforms for environmental messaging, capable of influencing beliefs, attitudes, and behaviours. This paper explores how players engage with green content embedded within game environments, using mixed-method data from the GREAT Project with more than 181,000 anonymised gameplay sessions. This research analysed cognitive, affective and behavioural responses to in-game environmental messaging and identified key pathways that lead to sustained pro-environmental actions using PCA and K-Means clustering analysis, by which varying types of user were identified from casual to deeply engaged players. The engagement questions were grouped into three categories: narrative frame, behavioural pledges, and social reflection. Our findings showed that 68% of the players participated in at least one green-themed pledge, which indicates a strong sensitivity to environmental content, informing a multilayered engagement model that supports both player experience and environmental literacy known as a 5-pathway green engagement model (5-PGEM), supporting the hypothesis that green messages, when embedded in games, can significantly shape eco-friendly actions. 2025 IEEE.
Source
Proceedings of the 2025 International Conference on Artificial Intelligence and Emerging Technology, Global AI Summit 2025;pp.891-896
Date
01-01-2025
Publisher
Institute of Electrical and Electronics Engineers Inc.
Subject
Behaviours; eco-friendly; Empathy; Engagement; GREAT PROJECT; Green messaging; in-Game; K-Means; PCA; Pro-environmental Actions
Coverage
Iwendi C., University of Greater Manchester, Centre of Intelligence of Things, Bolton, United Kingdom; Uwah S.E., University of Greater Manchester, Centre of Intelligence of Things, Bolton, United Kingdom; Amiri F., University of Greater Manchester, Centre of Intelligence of Things, Bolton, United Kingdom; Nwibo E.G., University of Greater Manchester, Centre of Intelligence of Things, Bolton, United Kingdom; Sharma V., Christ University, Computer Science Department, Bengaluru, India; Hollins P., University of Greater Manchester, School of Creative Technologies, Bolon, United Kingdom
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833155379-1;
Format
online
Language
English
Type
Conference paper

Citation

Iwendi, Celestine; Uwah, Salome Enoshi; Amiri, Farnoud; Nwibo, Ezekiel Gabriel; Sharma, Vandana; Hollins, Paul, “Levelling Up for Nature: Pathways of Engagement with Green Messages in Games,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/25757.

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