Backseat Arcade Net Zero Hero Kick for 7

partner: Five by Five

client: Regina

play demo: Net Zero Hero

the challenge

Regina UK set out to support its long-term Net Zero 2050 goals by educating families about sustainability in a way that felt positive, accessible, and genuinely engaging. Traditional content formats struggled to cut through, especially with younger audiences, so the challenge was to turn complex sustainability messages into something interactive, memorable, and motivating.

the play

Studio Arcade created Net Zero Hero in partnership with Five by Five, a custom-built, mobile-first game designed to make sustainability playful and easy to understand. The experience featured three levels, each aligned to a core pillar: Water Reduction, Plastic Reduction, and Green Energy, blending interactive storytelling, collectible items, and progressive gameplay. After completing all levels, players unlocked an interactive quiz to reinforce learning before entering a competition, ensuring education, engagement, and reward were seamlessly connected within a single experience.

Five By Five LogoRegina brand logo with blue and dark blue curved lines surrounding the text.

partner: five by five

client: Regina

play: Net Zero Hero

Five by Five logoRegina logo

the challenge

Regina UK set out to support its long-term Net Zero 2050 goals by educating families about sustainability in a way that felt positive, accessible, and genuinely engaging. Traditional content formats struggled to cut through, especially with younger audiences, so the challenge was to turn complex sustainability messages into something interactive, memorable, and motivating.

the play

Studio Arcade created Net Zero Hero in partnership with fivebyfive, a custom-built, mobile-first game designed to make sustainability playful and easy to understand. The experience featured three levels, each aligned to a core pillar: Water Reduction, Plastic Reduction, and Green Energy, blending interactive storytelling, collectible items, and progressive gameplay. After completing all levels, players unlocked an interactive quiz to reinforce learning before entering a competition, ensuring education, engagement, and reward were seamlessly connected within a single experience.

Illustration showing 'Net Zero Hero Levels' on a cardboard sign with three steps: 1. Water Reduction, 2. Plastic Reduction, 3. CO2 and Green Energy, with a play button and Regina logo.
Animated landscape with textured clouds, trees, and hanging signs reading 'Regina Paper for people' and 'Net Zero Hero' with a play button below.
Cardboard sign titled 'Net Zero Hero Levels' showing three levels: Water Reduction, Plastic Reduction, and CO2 and Green Energy, each with star ratings, set against a scenic backdrop with trees and patterned ground, with a Regina logo at bottom right.
2D platformer game scene with a character standing on green grass platforms, stars to collect, purple obstacles, and control buttons on screen.
Game screen showing level 2 completed with score 1870 and two stars earned, options to go back, retry, or play next.
Side-scrolling platform game level showing a small cartoon character on grassy platforms with stars, lightbulbs, and pinwheels in a colorful landscape.
2D side-scrolling platform game scene with a cartoon character near a cactus collecting orange stars and blue drops, with on-screen arrow and jump controls.
Animated quiz question on CO2 and green energy with the correct answer 'Green Hydrogen' highlighted and a smiling cartoon smoke pipe character beside it.
Animated scene with textured clouds, trees, and mountains, featuring cardboard signs reading 'Regina Paper for people' and 'NET ZERO HERO' with a play button below.
Cardboard sign titled 'Net Zero Hero Levels' with three levels: 1. Water Reduction, 2. Plastic Reduction, 3. CO2 and Green Energy, set against a backdrop of stylized trees and mountains.
Side-scrolling platform game scene with a cartoon character standing on grassy platforms, collectible stars, bottle obstacles, and on-screen control buttons.
Game level 2 completed screen showing score 1870 with two stars earned, and buttons for Back, Retry, and Play.
Side-scrolling platformer game scene with a cartoon character on grassy platforms, collecting stars and light bulbs with pinwheel decorations and a level indicator.
2D side-scrolling game scene with a small character next to a cactus, two orange stars, water droplets, and simple terrain blocks under a sky with clouds.
Animated cardboard roll character next to quiz question about swapping energy sources, with 'Green Hydrogen' marked correct.

click to enlarge

the result

  • 12,000+ sessions from 9,140 unique users
  • 32,000+ levels completed, with strong completion across all three stages
  • 14.5% return play rate, nearly double typical benchmarks
  • Average play time of up to 2.5 minutes, exceptional for a brand-led educational experience
  • 25% opt-in rate into the Regina loyalty program

The result was a campaign that didn’t just educate, it drove sustained participation, meaningful learning, and measurable brand engagement at scale.

services

  • Campaign and engagement strategy
  • Game concept development, character design, and gameplay mechanics
  • Custom UX and visual design for mobile-first gameplay
  • Game development and platform build
  • Secure, scalable AWS-hosted infrastructure and environment setup
  • Data capture and third-party system integration
  • Campaign measurement, insights, and performance reporting