Agriculture Exploring & Game
Phuc, Lai (2025)
2025
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025122238846
https://urn.fi/URN:NBN:fi:amk-2025122238846
Tiivistelmä
Agricultural products and local farming practices are facing serious challenges in maintaining attraction to young generations, especially in urban areas where consuming motivation are heavily influenced by digital media contents and global food and beverage chains. At the same time, video game and gamified contents (or gamificated features) have become the main channels that residents from 10-32 years old are attracted to spend hours online daily.The research is conducted in response to connect traditional farming values with digital consumers originated from big cities, specifically focusing on how game could be implemented as sustainable, affordable and accessible marketing tools for farmers, small and medium agricultural enterprises.
The study aimed to identify key design principles, marketing strategies, and implementation frameworks that would allow agricultural business to maximize the potential of interactive media without requiring advanced technical expertise. A business case centered on TropiBrew, a Finland-based beverage start-up, was used as a contextual reference to ground the analysis in a realistic entrepreneurial environment.
A qualitative research methodology was applied, following mentioned research principles. Data were collected through semi-structured interviews and open discussions with a total of twenty anonymous participants, including farmers, start-up founders, marketing professionals, and individuals familiar with game development and digital media.
Key findings included the potential of game in generating meaningful attraction based on agricultural contexts, when emotional evoking elements, such as visual identity, sound design and narrative structure, were carefully aligned with authentic farming practices. Storytelling could be able to increased trust and memorability of agricultural products. Gamification features, when designed as value-adding and non-intrusive, were perceived as more acceptable and effective than traditional advertising, especially among younger users.On social perspective, the results suggested that interactive agricultural contents could contribute to increase awareness of food origins, healthy consuming habits, and appreciation for the real value of farming practices. On economical viewpoint, game-based marketing played an important role in increasing competitiveness.
The study aimed to identify key design principles, marketing strategies, and implementation frameworks that would allow agricultural business to maximize the potential of interactive media without requiring advanced technical expertise. A business case centered on TropiBrew, a Finland-based beverage start-up, was used as a contextual reference to ground the analysis in a realistic entrepreneurial environment.
A qualitative research methodology was applied, following mentioned research principles. Data were collected through semi-structured interviews and open discussions with a total of twenty anonymous participants, including farmers, start-up founders, marketing professionals, and individuals familiar with game development and digital media.
Key findings included the potential of game in generating meaningful attraction based on agricultural contexts, when emotional evoking elements, such as visual identity, sound design and narrative structure, were carefully aligned with authentic farming practices. Storytelling could be able to increased trust and memorability of agricultural products. Gamification features, when designed as value-adding and non-intrusive, were perceived as more acceptable and effective than traditional advertising, especially among younger users.On social perspective, the results suggested that interactive agricultural contents could contribute to increase awareness of food origins, healthy consuming habits, and appreciation for the real value of farming practices. On economical viewpoint, game-based marketing played an important role in increasing competitiveness.