AGCO Partners with SquadBuilt to Bring Fendt, Massey Ferguson Equipment to 'American Farming 2' Mobile Game
Event summary
- AGCO's Fendt and Massey Ferguson equipment will be featured in SquadBuilt's 'American Farming 2' mobile game starting August 24, 2026.
- The game includes Fendt 1038, 1046, 1050 tractors and MF8130, MF8140, MF8150 tractors, with more equipment planned post-launch.
- AGCO aims to engage the next generation of farmers and rural audiences through digital and gaming platforms.
- The game is free-to-play and available on App Store and Google Play from August 24, 2026.
The big picture
AGCO's partnership with SquadBuilt reflects a broader trend in the agriculture industry to leverage digital platforms for brand engagement and education. By integrating its equipment into a popular farming simulation game, AGCO aims to connect with the next generation of farmers and rural audiences where they spend time online. This strategy aligns with AGCO's Farmer-First approach, emphasizing the importance of meeting consumers in the spaces they frequent.
What we're watching
- Brand Engagement
- How AGCO's presence in 'American Farming 2' will impact brand awareness among younger demographics and rural audiences.
- Game Performance
- Whether the inclusion of AGCO equipment will drive user engagement and retention in the game.
- Future Collaborations
- The pace at which AGCO expands its digital and gaming partnerships to reach new audiences.
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