What is MyLovelyCoin (MLC)?

Quick Facts

  • Token: MyLovelyCoin (MLC), utility token on Polygon
  • Also deployed on: BNB Smart Chain and Solana
  • Purpose: Powers the My Lovely Planet Web3 mobile game
  • Core mechanic: Plant a tree in-game, a real tree is planted
  • Backing: Ubisoft Entrepreneurs Lab; Google WeArePlay programme
  • Award: Unity for Humanity, a top prize for impact mobile games
  • Environmental commitment: 15% of global turnover dedicated to nature
  • Long-term goal: 100 million players, 1 billion trees planted

Introduction

MyLovelyCoin (MLC) is the native utility token of My Lovely Planet, a Web3 mobile game that bridges casual gaming with real-world environmental action. The project's central promise is simple and tangible: every time a player plants a virtual tree inside the game, the team plants a physical tree in the real world.

MLC sits at the heart of this ecosystem, enabling players to buy in-game items, unlock exclusive content, vote for environmental NGOs, and participate in the project's Environmental Treasury.

History & Background

My Lovely Planet was conceived when founder Clément LE BRAS — an entrepreneur with a background in community work in Madagascar — asked how crypto and mobile gaming could be combined to build one of the world's largest environmental protection funds.

The project gained early momentum by joining the Ubisoft Entrepreneurs Lab at Station F, one of the world's leading gaming accelerators. It was later selected by Google's WeArePlay programme and won the Unity for Humanity award for impact-driven mobile games. The token launched for public trading in 2024, listing on multiple centralised and decentralised exchanges.

How MyLovelyCoin Works

MLC is deployed primarily on the Polygon blockchain, chosen for its low fees, scalability, and energy-efficient Proof-of-Stake architecture — a natural fit for an environmentally focused project.

Players earn and spend MLC entirely within the My Lovely Planet ecosystem. In-game actions, such as planting trees or completing missions, tie directly to real-world outcomes. The project donates a portion of all game revenue to partner NGOs acting on environmental causes in the physical world.

NFT Lovely Protectors can also be purchased with MLC, unlocking exclusive gameplay items and additional token-earning opportunities.

Tokenomics

MLC follows a deflationary model: the project buys back tokens using game revenue and burns 2% of all repurchased tokens on an ongoing basis, gradually reducing the overall supply.

The token distribution is designed with environmental impact and long-term sustainability in mind:

  • Environmental Treasury (28%): Funds real-world ecological initiatives chosen by the community.
  • Community Reward Treasury: Incentivises players, investors, and ecosystem participants.
  • Operational Fund: Covers development, marketing, and running costs.
  • Team allocation: Subject to a 12-month lock-up after the Token Generation Event, followed by a 6-year quarterly vesting schedule.

Revenues come organically from both Web2 and Web3 players inside the game, not from token sales.

Circulating supply ? 127.13 million MLC
Total supply ? 230.00 million MLC
Max supply ? 230.00 million MLC
Updated 10h ago

Ecosystem & Use Cases

MLC serves several roles within the My Lovely Planet ecosystem:

  • In-game purchases: Players buy digital items and NFT Lovely Protectors directly with MLC.
  • Exclusive access: Holding MLC unlocks premium game content and special contests.
  • Governance voting: MLC holders vote for which NGOs receive funding from the Environmental Treasury.
  • Play & Earn: Players earn MLC rewards through gameplay, creating a sustainable incentive loop.

MLC is tradeable on decentralised exchanges (Uniswap V3 on Polygon, PancakeSwap V3 on BNB Chain) as well as centralised exchanges including MEXC, Gate.io, and LBank.

Team, Governance & Community

The project was founded by Clément LE BRAS and assembled a senior team from the mobile gaming industry, including an Art Director from Candy Crush and a Product Director from Royal Match.

Governance is evolving towards a DAO model. In the long term, MLC holders will collectively decide which environmental causes receive funding from the Environmental Treasury through decentralised voting. A community vote held in early 2024 already redirected a portion of the operational fund to the public sale, demonstrating active community influence.

Advantages

  • Real-world impact: In-game actions translate directly into tree planting and NGO funding.
  • Strong institutional backing: Ubisoft Entrepreneurs Lab and Google WeArePlay lend credibility.
  • Deflationary design: Token burn mechanics support long-term economic sustainability.
  • Experienced team: Key hires from top-grossing mobile game studios.
  • Multi-chain presence: Deployed on Polygon, BNB Smart Chain, and Solana for broader accessibility.
  • Community governance: Holders participate in directing environmental funding.

Risks & Challenges

  • Mobile gaming competition: The market is highly competitive; user acquisition and retention remain ongoing challenges.
  • Token price volatility: Like all smaller-cap tokens, MLC is subject to significant price swings.
  • Dependence on game growth: Token utility is tightly linked to active player numbers; a slowdown in players would reduce ecosystem demand.
  • Regulatory environment: Web3 gaming and charity-linked tokens operate in an evolving regulatory landscape across jurisdictions.
  • Execution risk: Ambitious environmental targets require sustained operational focus and reliable NGO partnerships.

Long-Term Vision

My Lovely Planet's stated ambition is to build a community of 100 million players by 2030, collectively planting one billion trees, cleaning one million tonnes of ocean waste, and protecting 40,000 endangered species.

The roadmap points toward a fully community-governed Environmental Treasury via a DAO, expanded game features, and deeper cross-chain interoperability. By committing 15% of global turnover to environmental causes, the project aims to become one of the most impactful intersection points between Web3 gaming and regenerative finance — demonstrating that entertainment and ecological responsibility can reinforce each other at scale.

Frequently Asked Questions

MyLovelyCoin (MLC) is the utility token of My Lovely Planet, a Web3 mobile game that turns in-game actions into real-world environmental impact. Players use MLC to buy items, unlock content, and vote for environmental NGOs.

MLC is primarily deployed on the Polygon blockchain. It is also available on BNB Smart Chain and Solana, giving users multiple options for interacting with the token.

When a player plants a virtual tree inside My Lovely Planet, the project donates a portion of game revenue to partner NGOs that carry out real tree planting and other environmental initiatives. The link between gameplay and ecological action is built into the project's revenue model.

The Environmental Treasury is a dedicated allocation of MLC tokens — 28% of the total supply — set aside to fund real-world environmental initiatives. MLC holders vote on which NGOs and causes receive funding from this treasury.

The project is backed by the Ubisoft Entrepreneurs Lab at Station F, was selected by Google's WeArePlay programme, and has won the Unity for Humanity award for impact mobile games. These partnerships validate both the game quality and the environmental mission.

The project uses a portion of game revenue to buy back MLC tokens from the market and then burns 2% of all repurchased tokens, gradually reducing the overall token supply over time. This mechanism is designed to support token economics as the player base grows.

Team tokens are subject to a strict 12-month lock-up period after the Token Generation Event, followed by a 6-year quarterly vesting schedule. This long-term structure aligns team incentives with the project's sustained growth rather than short-term token sales.

MLC can be bought on decentralised exchanges such as Uniswap V3 on Polygon and PancakeSwap V3 on BNB Chain, as well as on centralised exchanges including MEXC, Gate.io, and LBank.