How to Build an Effective Sustainability Communication Strategy in the Mobile Gaming Industry
Tütüncü Özkök, Özge (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219465
https://urn.fi/URN:NBN:fi:amk-2025060219465
Tiivistelmä
The rapid expansion of the mobile gaming sector has intensified its relevance in discussions on environmental and social responsibility, positioning sustainability communication as a critical strategic priority. As gaming communities grow increasingly diverse and socially conscious, mobile gaming companies face rising expectations to communicate their sustainability efforts authentically, credibly, and effectively. This thesis examines how mobile gaming companies can develop and implement sustainability communication strategies that not only convey corporate responsibility but also actively engage communities, foster emotional resonance, and strengthen brand trust.
Adopting a qualitative research methodology, the study combines benchmarking of leading mobile gaming companies, selected for their active participation in recognized sustainability initiatives, with semi structured interviews conducted with managers who maintain a direct connection to gaming communities. Benchmarking assessed public communication strategies and initiatives, while interviews provided insider perspectives on stakeholder perceptions, engagement dynamics, and operational challenges. The data were analysed thematically to identify patterns, success factors, and gaps in current practices.
The findings reveal that effective sustainability communication in mobile gaming is characterized by the seamless integration of environmental and social themes into gameplay, partnerships with credible organizations, emotionally resonant storytelling, and transparent communication of progress. Interactive approaches, such as sustainability activations embedded within games, initiatives driven by players, and collaborative creation opportunities, were found to significantly enhance community engagement. Additionally, the use of multiple communication channels that synchronize in-game messaging with external platforms amplifies both reach and impact, creating a cohesive and trustworthy narrative. Based on these insights, the thesis proposes a six-pillar strategic framework emphasizing embedding sustainability into gameplay, fostering credible partnerships, crafting emotionally compelling narratives, leveraging multiple communication channels, promoting community co-creation, and ensuring transparent impact reporting.
This study contributes to bridging the gap between corporate sustainability efforts and community engagement within mobile gaming. It offers a comprehensive, actionable framework for companies seeking to build more credible, engaging, and resilient sustainability communication strategies. Furthermore, it lays a foundation for future research focused on operationalizing and empirically testing these strategies to strengthen the role of gaming in advancing broader sustainability awareness and engagement.
Adopting a qualitative research methodology, the study combines benchmarking of leading mobile gaming companies, selected for their active participation in recognized sustainability initiatives, with semi structured interviews conducted with managers who maintain a direct connection to gaming communities. Benchmarking assessed public communication strategies and initiatives, while interviews provided insider perspectives on stakeholder perceptions, engagement dynamics, and operational challenges. The data were analysed thematically to identify patterns, success factors, and gaps in current practices.
The findings reveal that effective sustainability communication in mobile gaming is characterized by the seamless integration of environmental and social themes into gameplay, partnerships with credible organizations, emotionally resonant storytelling, and transparent communication of progress. Interactive approaches, such as sustainability activations embedded within games, initiatives driven by players, and collaborative creation opportunities, were found to significantly enhance community engagement. Additionally, the use of multiple communication channels that synchronize in-game messaging with external platforms amplifies both reach and impact, creating a cohesive and trustworthy narrative. Based on these insights, the thesis proposes a six-pillar strategic framework emphasizing embedding sustainability into gameplay, fostering credible partnerships, crafting emotionally compelling narratives, leveraging multiple communication channels, promoting community co-creation, and ensuring transparent impact reporting.
This study contributes to bridging the gap between corporate sustainability efforts and community engagement within mobile gaming. It offers a comprehensive, actionable framework for companies seeking to build more credible, engaging, and resilient sustainability communication strategies. Furthermore, it lays a foundation for future research focused on operationalizing and empirically testing these strategies to strengthen the role of gaming in advancing broader sustainability awareness and engagement.