SXSW, London

For the first time in its history, SXSW arrived in London—bringing its globally renowned blend of music, film, tech and culture.

Jude Ower (PlanetPlay) and Mathias Norvig (CEO, SYBO Games) took to the stage to discuss how games can be a positive force for the planet. Mathias shared insights into SYBO’s participation in Play2Act, including how Subway Surfers enabled the initiative to reach players in more than 100 countries—many in regions where environmental voices are rarely heard.

Play2Act has empowered the Subway Surfers community to take meaningful actions—from learning about climate‑friendly habits to planting trees—and now expressing their views directly through in‑game surveys. The results are shaping SYBO’s evolving climate strategy while helping avoid ‘climate fatigue’ by identifying the content players genuinely value.

The SXSW session was a sell‑out event, with queues and many unable to enter due to demand—demonstrating rapidly growing interest in climate‑aligned gaming. SXSW London has since committed to expanding its Gaming for Good programming in 2026.