Farming Game Expands With Fendt and Massey Ferguson Machinery in “American Farming 2”
AGCO Corporation (NYSE: AGCO) is bringing some of its best-known agricultural machinery into the digital world through a new collaboration with SquadBuilt Inc., the developer behind the popular farming simulation game American Farming. Beginning August 24, players of the free-to-play mobile game American Farming 2 will be able to operate officially licensed equipment from AGCO’s Fendt™ and Massey Ferguson™ brands.
The partnership represents a broader effort by AGCO to connect with the next generation of farmers, rural communities and consumers through digital platforms where agriculture is increasingly being discovered and discussed. By incorporating authentic versions of its machinery into a popular farming game, AGCO is offering players an interactive way to experience modern agricultural equipment while expanding awareness of the technology and brands used by farmers around the world.
American Farming 2 is the sequel to SquadBuilt’s original American Farming game and is designed to provide players with an immersive look at life on the farm. The game combines farming activities, equipment operation, livestock management, transportation and customization with multiplayer gameplay. Its virtual environment is inspired by the agricultural landscape of Iowa, giving players a digital setting that reflects many elements of American farming.
With the new AGCO partnership, players will be able to use machinery based directly on the company’s real-world equipment designs. At launch, the in-game lineup will include the Fendt 1038, Fendt 1046 and Fendt 1050 tractors, along with the Massey Ferguson MF8130, MF8140 and MF8150 tractors. AGCO said additional equipment is expected to be added following the game’s launch, giving players more opportunities to experience its agricultural machinery digitally.
The equipment has been developed to provide a realistic experience. Players can use the tractors while completing essential farming activities, including planting and harvesting crops. The goal is to make the machinery behave and operate in the game in ways that closely reflect its real-world counterparts.
“It is exciting to see our Fendt and Massey Ferguson machines come to life in ‘American Farming 2,’” said Brandon Montgomery, Senior Brand Manager, Fendt North America. “For farmers, the equipment looks and works like the real thing; for everyone else, it is a fun, hands-on way to discover what modern agriculture is all about.”
The collaboration aligns with AGCO’s Farmer-First strategy, which focuses on understanding and supporting farmers while engaging with emerging audiences. As younger generations increasingly interact with brands and learn about industries through online communities, video platforms and gaming, agricultural companies are exploring new ways to bring farming closer to digital audiences.
Gaming can provide an accessible introduction to agriculture for people who may have little or no direct connection to farming. Through American Farming 2, players can experience a range of activities that reflect the work involved in producing food and managing a modern farm. The game is intended not only for experienced farmers but also for casual gamers, families and people interested in learning more about agriculture.
The American Farming series was developed by Central Iowa-based SquadBuilt and Grant Hilbert, a first-generation farmer and content creator. Hilbert has built a growing online audience through digital content and social media, helping introduce farming and rural life to consumers beyond traditional agricultural communities.
For experienced farmers, the addition of Fendt and Massey Ferguson equipment provides an opportunity to operate digital versions of machinery they may already recognize from real-world farming operations. For newcomers, meanwhile, the game can serve as an entertaining introduction to tractors, fieldwork, crop production and livestock management.
Players can plant and harvest crops, spray fields, haul materials, raise livestock and customize their virtual experience. The game also allows users to customize trucks and characters and participate in first- or third-person multiplayer gameplay. These features are intended to make the experience accessible to a broad audience while maintaining a connection to authentic farming practices.
Grant Hilbert, Owner of SquadBuilt Inc., said the inclusion of Fendt and Massey Ferguson equipment complements the company’s objective of creating an authentic farming experience.
“We built American Farming 2 to give players an authentic, hands-on look at modern farming, so bringing Fendt and Massey Ferguson equipment into the game is a natural fit,” Hilbert said. “These are machines farmers know and trust, and we’re excited for players to put them to work in the field.”
The partnership also highlights the evolving role of digital media in agriculture. Farming simulations have become a way for consumers to explore agricultural operations without having direct access to a farm. By allowing players to operate recognizable equipment and perform virtual farming tasks, these games can help demonstrate the complexity and technology involved in modern food production.
For AGCO, the collaboration provides another avenue for showcasing its machinery beyond traditional agricultural events, dealerships and demonstrations. It also gives the company an opportunity to engage with audiences who may encounter agricultural brands for the first time through entertainment and gaming.
American Farming 2 will be available as a free download beginning August 24 through the App Store and Google Play. Players interested in learning more about the game and its features can visit SquadBuilt’s official American Farming website.
The partnership also extends AGCO’s presence into the physical agricultural event space. Fans and industry professionals will have an opportunity to see AGCO equipment in person at booth 1002 during the Farm Progress Show in Boone, Iowa, scheduled for September 1-3.
The combination of real-world agricultural machinery and interactive gaming reflects the changing ways consumers engage with farming. As digital platforms become an increasingly important part of how younger audiences discover industries and careers, partnerships such as AGCO’s with SquadBuilt offer an opportunity to make agriculture more accessible, engaging and familiar.
By bringing Fendt and Massey Ferguson machinery into American Farming 2, AGCO is connecting established agricultural brands with a new generation of players while highlighting the equipment, technology and people behind modern farming. The launch gives both experienced agricultural audiences and newcomers a chance to explore farming from a different perspective—through a virtual field where recognizable AGCO machinery can take center stage.
Fendt, Gleaner, IDEAL, Massey Ferguson, Rogator and Momentum are trademarks of the AGCO Group of Companies.
Source Link:https://news.agcocorp.com/
