SEGA XD × Tokyo University of Foreign Studies TReND × University of Electro-Communications × Chofu City: Industry-Academia-Government Collaboration to Advance Chofu’s Zero-Carbon Initiative

SEGA XD Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director, President & CEO: Masaato Ito; hereinafter “SEGA XD”), which operates a gamification business, has signed a mutual cooperation agreement with the Center for Interdisciplinary Research and Collaboration at Tokyo University of Foreign Studies (Location: Fuchu City, Tokyo; President: Nobuo Haruna; hereinafter “TUFS”) as part of its “Gamification Research Institute” initiative aimed at advancing and promoting gamification. Now, in collaboration with the University of Electro-Communications (Location: Chofu City, Tokyo; President: Masakazu Muramatsu; hereinafter “UEC”) and Tokyo’s Chofu City (hereinafter “Chofu City”), SEGA XD has launched the “Joint Environmental Game Development Project” to support the city’s “Zero-Carbon City” initiative by enhancing environmental awareness and encouraging behavioral change.

This project aims to develop an environmental game through industry-academia-government collaboration, with the goal of increasing public understanding of environmental issues in Chofu City and promoting citizen behavioral change. TUFS students will take the lead in researching local environmental challenges, exploring approaches to raise awareness and drive action, and planning and developing the game. SEGA XD will leverage its extensive expertise in game development and gamification to support students throughout the planning and production process and serve as the final game supervisor. UEC will also participate in various ways, including coordination with Chofu City—where the university is located—and collaboration with its newly established Center for Entertainment Creation (CEREC).

Chofu City has declared its goal of achieving net-zero carbon dioxide emissions by 2050 through its “Zero-Carbon City” initiative, promoting energy conservation, renewable energy adoption, and environmental awareness campaigns. However, it has become evident that while many citizens are concerned about climate change, they often perceive it as an issue to be addressed by governments and corporations, making it difficult to connect it to their daily lives.

To address this challenge, there is a growing need for mechanisms that go beyond mere information delivery—systems that allow citizens to engage with environmental actions in a fun and personal way. This is where gamification, known for its effectiveness in driving behavioral change, comes into focus.

In March 2026, SEGA XD’s President & CEO Masaato Ito already delivered a lecture on game development to TUFS students, sharing foundational knowledge of game creation and the concept of social implementation (gamification). Additionally, student team members conducted interviews with Mr. Masaki Takahashi, Section Chief for Zero-Carbon Promotion at Chofu City’s Environmental Policy Division, to identify specific environmental challenges and barriers to citizen engagement.

The project aims to complete the environmental game by winter 2026. Upon completion, it is planned for deployment within Chofu City, where it will serve as a new mechanism enabling citizens to learn about environmental actions in an enjoyable way and apply them to their daily lives.

※ Gamification: The application of game mechanics to non-game contexts to enhance user motivation and influence behavior (https://segaxd.co.jp/gamification/overview/)

Project Overview

Name: Joint Environmental Game Development Project

Objective: To promote understanding of environmental issues in Chofu City and encourage citizen behavioral change

Collaborating Organizations:

・SEGA XD Co., Ltd.

・Tokyo University of Foreign Studies (National University Corporation)

Center for Interdisciplinary Research and Collaboration

・University of Electro-Communications (National University Corporation)

・Chofu City, Tokyo

Number of Student Participants: 6

Project Team Group Photo

＜Game Development Process＞

Students will develop a game that contributes to raising environmental awareness in the local community while gaining hands-on experience in game development. The development will proceed through the following steps:

- In-depth analysis of Chofu City’s environmental challenges

- Proposal of game concepts designed to drive behavioral change

- Prototype development

- Effect validation through Proof of Concept (PoC)

＜Lecture and Discussion Highlights＞

Comments from Collaborating Organizations

・Masaato Ito, Representative Director, President & CEO, SEGA XD Co., Ltd.

“Addressing environmental challenges is an unavoidable and critical theme for achieving a sustainable society. However, environmental issues are often difficult for individuals to internalize, making it hard to inspire proactive action. For such complex areas where traditional approaches fall short, we will apply gamification to create experiences that make citizens genuinely want to take environmental action. By effectively combining the strengths of industry, academia, and government, we aim to contribute to solving environmental challenges.”

・Shinya Kobayashi, Project Researcher, Center for Interdisciplinary Research and Collaboration, Tokyo University of Foreign Studies

“This project is part of our participation in the ‘J-PEAKS’ program (Regional Core and Distinctive Research University Enhancement Project) funded by the Japan Society for the Promotion of Science. While our university has long contributed to local communities using its academic expertise, this project is distinctive in its integration of gamification within an industry-academia-government collaboration. We hope this innovative initiative will contribute to building a sustainable local society and look forward to your support.”

・Yo Ishigaki, Director, Center for Social Implementation, University of Electro-Communications

“Our university has previously collaborated with Chofu City and Borzoi AI to co-develop and implement ‘Chofu Gomi Navi,’ a multilingual tool that helps anyone confirm proper waste disposal methods. This new project shares the common goal of presenting everyday environmental information in an accessible way and linking it to daily actions. Moreover, the gamification approach to problem-solving aligns well with the educational and research activities of our CEREC (Center for Entertainment Creation)※, which combines gaming and advanced technologies. Through this project, we aim to create new models for solving regional challenges by harnessing the power of information technology and gaming.”

※ CEREC (Center for Entertainment Creation) https://www.cerec.uec.ac.jp/

・Masaki Takahashi, Section Chief, Zero-Carbon Promotion, Environmental Policy Division, Chofu City

“In Chofu City, a residential area close to central Tokyo, approximately 50% of carbon dioxide emissions—primarily causing global warming—stem from household use of electricity and gas derived from fossil fuels. Without citizen action, our decarbonization efforts cannot progress. To encourage residents to take steps toward decarbonization in their daily lives, we will actively collaborate to realize this project’s innovative challenge of experiencing environmental actions through gaming.”

Chofu City’s Environmental Initiatives

Chofu City has declared its commitment to becoming a “Zero-Carbon City” by achieving net-zero CO2 emissions by 2050. The city is promoting energy-saving measures, renewable energy adoption, and awareness-raising initiatives. In addition to information dissemination via the official website “Zero Carbon Chofu” and public newsletters, the city also offers subsidy programs and various support measures. Official Website “Zero Carbon Chofu”:

https: