My Lovely Planet (MLP), a Web3 mobile game that transforms entertainment into real-world impact, has announced the launch of the “Çalhanoğlu Forest,” a large-scale reforestation project in Turkey, in partnership with Turkish football legend Hakan Çalhanoğlu and his wife Sinem.
The initiative brings a new dimension to the concept of play-to-earn by reframing it as play-to-impact. Every in-game action in My Lovely Planet contributes directly to planting real trees, offering players a way to make climate action part of their daily digital lives.
A Forest Born From Fire
The first stage of the project is focused on Kuşadası in Aydın Province, a region devastated by a massive forest fire in June 2024. Phase one, financed by Çalhanoğlu himself, includes the planting of 10,000 saplings across an area equivalent to 50 soccer fields. With the support of the Turkish Tohum Association, the reforestation effort will prioritize resilient native species such as Turkish pine, oak, and fruit-bearing trees to ensure long-term ecological stability.
Through the campaign #PlayForTurkey, players of My Lovely Planet can contribute to the growth of the Çalhanoğlu Forest simply by playing the game. “Football has given me so much, and now I want to give something back, not just to my country, but to the world,” said Çalhanoğlu. “With My Lovely Planet, fans can have fun and directly join me in bringing impact while enjoying the game. Together, we can make gaming meaningful.”
My Lovely Planet was created by industry veterans behind Candy Crush, Royal Match, and Fortnite, and recognized by Google Play under the #WeArePlay initiative, the app blends addictive social gameplay with real-world climate solutions. Each achievement in the game translates into trees planted, making climate action seamless and accessible.
For My Lovely Planet’s founder and CEO Clément Le Bras, the partnership with Çalhanoğlu represents the next step in scaling the project’s mission: “We’re building more than a game. We’re building a movement where entertainment fuels real-world action. The Kuşadası project is just the beginning – and partnering with Hakan allows us to inspire millions of fans to make a difference, one download at a time.”
The project underscores a growing trend in Web3: moving beyond speculation and toward measurable social and environmental impact. Unlike many traditional play-to-earn models, My Lovely Planet aligns digital engagement with tangible ecological outcomes.
