Each year a new gaming console releases. And each year, instead of being recycled, the older models find sit in drawers or find their way into landfills… along with millions of tons of other electronic waste that’s thrown away instead of being recycled. To show gamers their old electronics still has value, we found a game with a surprisingly large in-game e-waste problem – Animal Crossing – and created it’s very first electronic recycling center, eCycleLand. Now, instead in-game e-waste being discarded, players could bring it to us, where we’d instantly upcycle e-waste into brand new and highly-prized electronics. Not only were we able to make Animal Crossing a greener place, but we also made the gaming community greener too, increasing intent to eCycle amongst gamers by 50%.