SFA's SG Farm Tycoon: Raising Awareness About Food Security Through Gaming

The Singapore Food Agency (SFA) aimed to raise awareness about food security and the importance of growing local produce, particularly among young Singaporeans. By helping the youth understand the challenges of farming in Singapore and fostering long-term demand for local produce, SFA sought to make a meaningful impact on the community.

An Engaging Educational Experience

To achieve this, SFA launched SG Farm Tycoon, a game on Roblox that emphasizes community engagement. Players are incentivized to invite their friends to join and work together to unlock rewards and levels. As players contribute to community goals, everyone receives a benefit or temporary boost, fostering a sense of collective achievement. The game also incorporates educational elements about food security, ensuring players learn while they play. Accessible across multiple platforms, the experience is enriched with real-life rewards and amplified by key influencers, further broadening its reach and impact.

Impressive Results and Engagement

Since its launch, SG Farm Tycoon has attracted significant attention and participation. The game has drawn 4,114 unique users and 6,249 unique sessions, with players spending an average of 16.1 minutes per session. These impressive results highlight the game's effectiveness in engaging young Singaporeans and raising awareness about the critical issue of food security.

SFA's innovative approach through SG Farm Tycoon demonstrates the potential of interactive gaming as a tool for education and community building. By combining engaging gameplay with valuable educational content, SFA has successfully captured the attention of young Singaporeans and fostered a greater understanding of the importance of local produce and food security.