Instinct3 Joins Sustainable Games Alliance

Instinct3 has become the first German company to join the Sustainable Games Alliance (SGA), according to its own statement. For the influencer marketing agency—now also operating as a game publisher—joining the alliance marks an important step toward making its business more sustainable, even though it is not yet subject to the EU’s new European Sustainability Reporting Standards (ESRS) regulations.

The Sustainable Games Alliance (SGA) was founded in 2024 as a cooperative to promote sustainability in the games industry. As GamesMarkt learned in an interview with Jiri Kupiainen and Maria Wagner, the motivation behind the initiative is not purely voluntary for companies. The full interview is available to all GamesMarkt subscribers in our archive.

In addition to voluntary commitments, the initiative also aims to help companies comply with legal requirements. Like all other businesses the games industry will increasingly be affected by EU-wide regulations such as the Corporate Sustainability Reporting Directive (CSRD) and the European Sustainability Reporting Standards (ESRS). Among other things, the SGA seeks to develop open standards tailored to the games industry for sustainability reporting by games companies.

With Instinct3, the SGA has now welcomed its first German member. The Berlin-based influencer marketing agency from the Spandau district joined the cooperative in mid-October. Instinct3 takes sustainability seriously: in November, the company appointed Lukas Galinski as Sustainability & Public Benefit Development, enabling him to focus more on sustainability and charitable initiatives.

As a smaller company, Instinct3 is not yet legally required to comply with the new EU regulations. However, having entered the publishing sector in 2024, the company sees joining the initiative as an important step toward driving social and ecological transformation within both its agency and publishing operations.

"The decarbonization of the games industry requires global collaboration and strategic action, that's why we are very happy to welcome Instinct 3 as our first Berlin based member", says Maria Wagner, Managing Director Sustainable Games Alliance. And Jasmin Oestreicher, CEO of Instinct 3 adds. "We commit to taking responsibility in building a more sustainable Games industry. At the same time, we are aware of the challenges the industry faces. We ourselves do not expect rapid changes by simply joining the cooperative. We hope for steady progress and more companies and leaderships to take a stance and decisive actions to foster more sustainable business practices and supply chains. In this industry-wide transformation process, we plan to be a reliable and committed partner."