My Lovely Planet

What My Lovely Planet does

My Lovely Planet (legal entity Imagine Society, a French SAS registered in Laval) operates a mobile Match-3 puzzle game distributed globally on the Apple App Store and Google Play, where players earn in-game currencies (Dewdrops, Coins, Diamonds) and progress through levels whose completions translate into real-world tree planting funded through partner NGOs. The core technical stack is built on the Unity game engine with a $MLC utility token issued on the Polygon blockchain, supplemented by a non-custodial wallet, MLC staking with 3-month vesting, and Sablier-powered airdrop distribution. From January 2023 to April 2025 the platform reports 370,677 trees planted via Graine de Vie (Madagascar), Veritree (Kenya mangroves), Eden Reforestation, and Coforêt (drone seeding in Jura, France).

The business model combines free-to-play gameplay with multiple monetization layers: in-app purchases of Dewdrops and Coins processed via Apple Pay and Google Pay, an auto-renewable Mama's Club subscription, advertising through AppLovin, Google AdMob, Meta Audience Network, Unity Ads, ironSource, and InMobi, and token-based revenue mechanics via the $MLC token listed on MEXC against USDT. Go-to-market is product-led and community-led, leveraging 1.2M social media followers across Instagram, X, and Telegram, a whitepaper and roadmap for investor engagement, and Airdrop Quest referral mechanics. Customer segments include climate-conscious mobile gamers (primary), Web3/crypto investors holding $MLC, and environmental NGOs receiving community-voted treasury funding. The company is founder-led by Clément Le Bras (ex-Lilo, Mines de Paris), supported by an 18+ person distributed team across France, Indonesia, Brazil, and the UK with senior alumni from King, Bandai Namco, Peak Games, Dream Games, Supermassive Games, and Ubisoft Entrepreneur Lab. The company raised approximately $2.1 million in a single seed round led by Phelen in October 2023 and has not disclosed a subsequent institutional round.

Name

My Lovely Planet

Legal name

Imagine Society

Website

https://mylovelyplanet.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

My Lovely Planet is a France-based mobile gaming and Web3 company that operates a Match-3 puzzle game funding real-world reforestation through its $MLC utility token on Polygon, serving climate-conscious mobile gamers and token holders globally.

Ownership category

akta.pro rank

Product category

Casual Mobile Gaming

akta.pro primary industry

Web3/Blockchain Game Studios (MPAFAAAO)

akta.pro secondary industries

Play-to-Earn & Reward Platforms (questing, loyalty, airdrop mechanics) (FSAPAGAH), Web3 Game Publishing & Distribution Platforms (FSAPAGAA), Player Wallets, Identity & Accounts for Games (embedded wallets, SSO, DID) (FSAPAGAF)

Keywords

• Casual mobile gaming
• Play-to-earn gaming
• Blockchain gaming platform
• Environmental mobile games
• Web3 utility tokens

Headquarters

HQ city

Mont-de-laval

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. In-App Purchases: Players purchase Dewdrops and Coins via credit card through Google Pay or Apple Pay to accelerate gameplay progress. Dewdrops enable real-world environmental actions while Coins provide gameplay bonuses like hammers to solve puzzles.
2. Mama's Club Subscription: Auto-renewable subscription offering enhanced benefits and exclusive features within the Application. Payments processed by Apple App Store or Google Play.
3. Advertising Revenue: Application financed partially by display advertisements from third-party ad networks including AppLovin, Google AdMob, Meta Audience Network, Unity Ads, ironSource, and InMobi. Both contextual and personalized (consent-based) advertising formats available.
4. $MLC Token Trading: $MLC utility token traded on MEXC exchange. Users purchase MLC with USDT on centralized or decentralized exchanges. Token contract address: 0x0566C506477cD2d8dF4e0123512dBc344bD9D111 on Polygon network.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

My Lovely Planet develops and operates a free-to-play Match-3 mobile game available on iOS and Android where players earn in-game currencies (Dewdrops, Coins, Diamonds) through gameplay. Dewdrops translate directly into real-world tree planting via partner NGOs (Graine de Vie, Veritree, Eden Reforestation). The ecosystem is powered by the $MLC green utility token on the Polygon blockchain, enabling staking, governance voting for NGO funding, and Environmental Treasury participation.

Product overview

My Lovely Planet is a mobile gaming ecosystem combining casual Match-3 puzzle gameplay with blockchain-based environmental impact. The core product is the My Lovely Planet mobile game, which is supported by the My Lovely Coin ($MLC) utility token built on the Polygon blockchain. The ecosystem includes MLC Staking for rewards, a Non-Custodial Wallet for token management, the Mama's Club subscription for premium features, and an Airdrop Quest program for token distribution. Players earn in-game currencies (Dewdrops for real-world impact actions, Coins for game progression, Diamonds for tournaments) that interconnect with the Web3 token economy. The platform is accessible via iOS App Store and Google Play, with a Web3 dashboard at dashboard.mylovelyplanet.org.

Differentiator

Problem solved

Functional benefit

Brands

• My Lovely Coin ($MLC): The green utility token that powers the My Lovely Planet ecosystem, built on the Polygon blockchain. Used for staking, rewards, governance voting, and accessing the Environmental Treasury.
• Mama's Club Membership

Products and services

• My Lovely Planet Mobile Game A free-to-play Match-3 puzzle mobile game where players complete puzzle levels to earn in-game currencies (Coins, Dewdrops, Diamonds). Dewdrops translate directly into real-world environmental actions — primarily tree planting — funded through verified NGO partners (Graine de Vie in Madagascar, Veritree in Kenya, Eden Reforestation, Coforêt in France). Built on the Unity engine for cross-platform iOS and Android. Includes optional in-app purchases, tournaments, and a Mama's Club subscription. Targets casual gamers aged 13+ who want their entertainment to have measurable environmental impact.
• My Lovely Coin ($MLC) A Polygon-blockchain-based green utility token that powers the My Lovely Planet ecosystem. Holders can stake $MLC for Diamond rewards (with a 3-month lockup), vote for NGO partners receiving Environmental Treasury funding, and access exclusive content and contests. The token is publicly traded on the MEXC exchange with USDT pairs, with transfers via the Polygon network.
• Mama's Club Membership An auto-renewable subscription offering enhanced benefits and exclusive features within the My Lovely Planet mobile application. Recurring billing is processed through Apple App Store or Google Play.

Quantifiable outcome

• 370,677 trees planted through gameplay from January 2023 to April 2025
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core.

• Graine de ViecoreStrategic or Co-development Partner · 1 May 2024Local NGO partner in Madagascar running agroforestry tree plantation project at Amber Mountain. Planted 200,000 trees in first year with climate-smart agriculture approach. Local communities collect seeds, grow trees, and plant them with 50% of species producing edible or sellable products.
• Ubisoft (Ubisoft Entrepreneur Lab)coreStrategic or Co-development PartnerSelected and powered by Ubisoft as part of their Entrepreneur Lab program. Provides mentorship, resources, and credibility within the gaming industry. My Lovely Planet is recognized as a gaming startup with positive environmental impact.
• Unity TechnologiescoreStrategic or Co-development PartnerAwarded the Unity for Humanity international prize. Game built on Unity engine for cross-platform mobile deployment. Unity provides the development platform powering the My Lovely Planet game.
• VeritreecoreStrategic or Co-development PartnerPartnership for mangrove restoration in Kenya. Planted 120,000+ trees to restore coastal mangrove ecosystems protecting shores from erosion and floods. Impact data available at veritree.com/impact-hub/mylovelyplanet.
• Eden ReforestationcoreStrategic or Co-development PartnerGlobal reforestation partner operating in Madagascar. Provides large-scale tree planting with social and environmental impact verification. Contributed to initial planting efforts before Graine de Vie partnership.
• Polygon (Polygon Labs)coreTechnology or Integration$MLC utility token operates on Polygon blockchain as a sustainable Web3 infrastructure built on Ethereum. Low transaction fees and eco-friendly proof-of-stake consensus for the green token ecosystem.
• MEXC ExchangecoreChannel Partner/ Reseller/ DistributorCryptocurrency exchange where $MLC token is listed for trading with USDT pairs. Users can deposit, trade, and withdraw MLC via Polygon network. Primary trading venue for the utility token.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Axie Infinity (Sky Mavis): Vietnam-based pioneer of play-to-earn GameFi with the AXS/SLP token economy. Most directly comparable Web3 gaming studio using token incentives to drive gameplay loops, though My Lovely Planet adds an environmental-impact layer.
• Pixels: Web3 casual farming game with a $PIXEL token and strong mobile-first positioning. Closest peer to My Lovely Planet in genre and audience (casual mobile gamers), though without the environmental-impact narrative.
• STEPN (Find Satoshi Lab): Move-to-earn Web3 app that rewards physical activity with a token economy. Comparable in combining Web3 incentives with real-world impact (carbon offset claims) for a mainstream consumer audience.
• Splinterlands: Web3 collectible card game with a play-to-earn token economy and staking mechanics. Closely comparable in matching casual gameplay with blockchain rewards and a small-team origin story.

Broad incumbents

• The Sandbox: Established Web3 virtual-world platform with SAND token used for governance, staking and in-game asset trading. Comparable in token-mechanics design but operates in a different genre (UGC virtual worlds vs. Match-3).
• Decentraland: Web3 virtual-world platform with MANA token, staking and DAO governance. Comparable in Web3 utility-token design and community-voted treasury mechanics, though genre and audience differ.
• King (Activision Blizzard): Creator of Candy Crush and the dominant incumbent in Match-3 mobile gaming. Key comparator for genre economics, MAU scale, and live-ops execution — and a notable source of My Lovely Planet's senior team alumni.
• Peak Games: Istanbul-based casual mobile games publisher (Toon Blast, Toy Blast) and former employer of My Lovely Planet's Product Director. Direct competitive reference for Match-3 live-ops best practice and Turkish mobile-game talent pool.

Emerging players

• Illuvium: Web3 open-world RPG with ILV token, staking and a strong AAA-quality production focus. Comparable in Web3 token-driven mobile/PC gaming ambition, though targeting a higher ARPU gaming segment.

Others

• Ecosia: Berlin-based search engine that uses ad revenue to plant trees. Closely analogous in the consumer-facing 'everyday action funds real-world impact' thesis that founder Clément Le Bras pioneered with Lilo and now applies to gaming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/MyLovelyPlanet1
• Instagraminstagram.com/mylovelyplanet_official
• LinkedInlinkedin.com/company/my-lovely-planet

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Lovely Planet