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Product cover image for 37 Interactive Entertainment: A Gaming Company with a Sustainable Development Strategy

37 Interactive Entertainment: A Gaming Company with a Sustainable Development Strategy

Wei Yang; Zhijing Cao

Product #:ESR-23-025-CE
Supplier:China Europe International Business School
Discipline:General Management
Setting:China, 2014
Details:Case (PDF) • 12 pages • 2023-09-22 (Rev: 2023-09-22)

Subjects:

Leadership and managing peopleManagement

Industries:

Media, entertainment, and professional sportsHealthcare sector

Geography:

ChinaAsia
Your Price:$10.54

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As a gaming company that was neither energy nor emissions-intensive, 37 Interactive Entertainment developed a range of measures to reduce its carbon emissions over several years. These included establishing an industry-leading method for calculating the company’s carbon footprint, committing to become carbon neutral, purchasing renewable energy, and developing games with environmental themes. Company executives, including cofounder and Vice Chairman, Zeng Kaitian, were committed to finding more ways to ensure the company lived up to its environmental responsibilities, especially by leveraging its advantages as a gaming company to influence society. Zeng also held discussions with the board’s Sustainable Development Working Group on integrating social responsibilities into the company’s strategy and day-to-day operations.

Learning Objectives

Carbon neutrality has garnered wide attention across industries in recent years as a global concern and a national target for many countries. However, there is still a lack of research on how companies, particularly Internet companies that are not heavy energy users or carbon emitters, should approach corporate social responsibility (CSR), engage in carbon neutrality initiatives, and integrate CSR with their primary business. This case uses the example of 37 Interactive Entertainment to help students: 1. Learn how companies can reduce their negative social impact through CSR practices and leverage resources and capabilities to address social issues and make positive contributions. 2. Understand CSR from a risk management perspective and analyze the trade-offs companies encounter when pursuing multiple objectives in their CSR efforts. 3. Examine why internet companies are actively involved in carbon neutrality initiatives and how they can integrate CSR practices more effectively with their main business.
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Case Study: 37 Interactive Entertainment: A Gaming Company with a Sustainable Development Strategy (English version) | Ivey Publishing