The popular Farming Simulator video game has become an extraordinary advertising tool for machinery makers, with manufacturers of equipment, from tractors to trailers and seed drills, eager to feature their products in the game. Giants Software, the Swiss-based developer behind Farming Simulator, now receives hundreds of queries annually from equipment manufacturers about how they can feature in the game, where players create their own virtual farm.
Realism Draws in Players
Farming Simulator’s popularity can be attributed in part to its realistic experience, with players able to simulate the process of farming, from growing crops to selling them and expanding their virtual farm. The game is played by millions, with over 25 million copies sold to date. One of the appeals of the game is its realism, with players able to test virtual versions of real-life equipment, making it a valuable marketing tool for equipment manufacturers.
Manufacturers Share Detailed Drawings for Simulation
Companies now share detailed engineering drawings of their products with Giants Software so that they can be simulated in the game. The company needs to maintain good relationships with manufacturers, as the trust level needs to be high. Giants has resources to include around 500 products in the PC, Xbox, and PlayStation games, and 130 in the handheld version, meaning there are limited opportunities for manufacturers to feature their products.
Manufacturers are keen to advertise their equipment, but Giants must be patient and negotiate to ensure that the equipment featured in the game is relevant to the player’s experience. Manufacturers who feature their products in the game benefit from exposure to the game’s large and engaged audience.
Valtra Tractors Launch in Conjunction with Game Update
Finnish manufacturer Valtra even launching a new series of tractors in conjunction with the game’s update. Last September, Valtra announced the launch of their Q series of tractors at the same time as Giants released an update to Farming Simulator 22. The company had been collaborating with Giants since 2014 and was eager to launch their product in conjunction with the game’s update.
