Friday, November 18, 2011

How to game for the greater good? Trash Tycoon


Game is first in a series of titles planned that focus on health and sustainability for positive real-world impact

NEW YORK CITY – (September 6, 2011) – Guerillappsa Manhattan-based social gaming startup, today announces the launch of TrashTycoon, its first green-theme social game for Facebook. The game is now available for play and takes a unique approach to social gaming by incorporating awareness for environmental issues and sustainability. The first game to ever highlight the concept of upcycling, TrashTycoon is an immersive, fun game that presents opportunities for real-world impact.

As the online community dives into game play with Trash Tycoon via Facebook, they take on the role of recycling entrepreneurs by collecting litter in a trash strewn city and upcycling waste into higher quality, environmentally-friendly products. Upcycling, a process in which discarded waste is repurposed for valuable use, can range from building a house of abandoned material to finding innovative uses for discarded plastic bags. After completing missions, users collect money and earn points to ultimately earn the title of garbage tycoons. The game’s trash-tackling premise directly mirrors that of its sponsor TerraCycle in the real, green world: a collection and solution program for typically non-recyclable waste.

“Something as simple as a social game where players earn points for recycling in the real world is capable of changing people’s behavior for the better,” said Raviv Turner, co-founder and CEO of Guerillapps. “We’ve organically integrated real-world recycling goals into the game to ensure that players have fun and see Trash Tycoon first and foremost as a game, while at the same time presenting a proactive approach for more mindful actions as users approach real-life situations with acquired knowledge from Trash Tycoon.”

As the gaming world continues to reach beyond traditional gaming consoles and social games continue to evolve beyond farming and gangsters, Guerillapps’ team of former EA, Playdom and Lego game designers engage Facebook’s extensive network in an immersive game experience. However, Guerillapps’ focus on real-world ties and deep brand integration is the first of its kind across social and mobile gaming platforms. Incorporation of real world brands—an empty Kraft® box or wrapper, for example—adds bearing to TerraCycle’s mission without detracting from the game’s casual and fun landscape. Trash Tycoon also defers the social gaming norm by offering multiplayer, synchronous play to ignite a global conversation. Users can communicate and collaborate in real time during play, banding together with friends to attacktrash.

“We are honored to be affiliated with a social game such as Trash Tycoon that will provide the best in consumer engagement, as well as potential for positive, impactful actions,” said Tom Szaky, CEO of TerraCycle. “Trash Tycoon’s message speaks to the core mission of our company by presenting a fun yet innovative solution that aids in educating others on the importance behind environmental responsibility.”

TerraCycle, the world’s leader in the collection and reuse of non-recyclable post-consumer waste, joins Guerillapps as a strategic sponsor ofTrash Tycoon given the company’s renowned expertise in sustainability and environmental protection. Guerillapps also shares a charitable partnership with, to which they donate 10 percent of revenues from Trash Tycoon’s virtual currency to support carbon offset projects around the world.
Guerillapps plans to apply Trash Tycoon’s real-world approach to verticals like health, fitness, energy and more. For more information, visit To play Trash Tycoon, visit


About Guerillapps                                                                                                                                                                                    
Founded in 2010, Guerillapps, LLC is a Manhattan-based, social gaming startup led by a team of industry veterans across social and mobile platforms. The company collaborates with established consumer brands to develop original social games focused on Lifestyle of Health & Sustainability markets that support real world causes. Guerillapps is a Rhodium funded startup. For more information,  For media inquiries, contact Ashley Eggert of Dittoe Public Relations at 317-202-2280 x15 or              

About TerraCycle
Founded in 2001, TerraCycle is the world’s leader in the collection and reuse of non-recyclable post-consumer waste.  TerraCycle works with over thirty major brands in the U.S. (and in a growing number of other countries) to collect used packaging and products (chip bags, candy wrappers, juice pouches, pens, toothbrushes, etc.) that would otherwise be destined for landfills.  It repurposes that waste into new eco-friendly materials and products that are available online and through major retailers. The waste is collected through TerraCycle’s Brigade programs, which are free fundraisers that pay schools and non-profits for every piece of waste they collect and return. For information on how to join a TerraCycle Brigade and on purchasing TerraCycle products, please visit us at