This initiative draws on "edutainment" as a strategy for engaging children and their families in conservation education, discussion, and action. It is based on the notion that kids are more likely to pay attention to and care about the fates of places and animals they have heard about; a collectible card game was thought to be a natural choice for presenting interesting data about creatures and their habitats in a compelling and memorable way, according to Xeko creator Amy Tucker.

Set on the African island of Madagascar, Xeko involves collecting (paper) trading cards to create a custom library (a "Xeko-system") and using the cards in a process designed to foster competition and cooperation while calling upon creative thinking and math/science skills. As agents in a 2-player game, the object is to create the most powerful system with all of the card species. Xeko takes its cues from nature and science, casting actual animal species as the heroes and basing game play on ecosystem relationships. (Xeko cards are printed on recycled stock, with soy based inks. Players that send their card wrappers in to the game's makers are awarded Green Stars to encourage recycling. Four percent of net game sales are donated to Conservation International.)

The Xeko website provides players with news on the game, as well as a portal to more information about the animals, biodiversity, hotspots, and conservation efforts that developers hope will lead kids, in particular, to take local action to save their environment. For example, the Xekopedia provides information about a variety of species featured in the card game.

Various in-person events have been planned to draw on what organisers describe as the popularity, within the United States, of this game. For example, kids at Earth Day events (April 22 2007) will be learning how to play Xeko at game events in San Francisco, Chicago, Cleveland, Seattle, and Los Angeles at varied locations including zoos and kid-friendly festivals. These community events are designed to educate and inspire young eco-leaders. A page on the Xeko website offers ideas for children and youth to take action and learn more about environmental issues in honour of Earth Day, such as by asking a teacher or principal how to help to set up a school recycling system, or by sending e-cards, which reference the Xeko game, to friends and family.

Environment.

To expand on the card game itself, Xeko released "Eco-Pals", a line of plush toys based on endangered species and made from eco-friendly materials. Created by Matter Group, Xeko Eco-Pals are designed to increase awareness of endangered species while raising money for worldwide conservation efforts. The first Xeko Eco-Pal was "Hairy," a hairy-eared dwarf lemur (Allocebus trichotis) from Madagascar made from SOYSILK®, a natural fabric derived from the waste produced during the manufacture of tofu. Matter Group, the maker of Xeko, is currently working on projects to extend the Xeko entertainment property into television, film, as well as other merchandise.