A service launched by an agriculture venture in 2010 combines the fun of an online game with tangible benefits, as players receive produce in exchange for managing a virtual farm linked to real-world cultivation.
The service connecting consumers with farmers through gamification, started by Telefarm Co. based in Ehime Prefecture, has been drawing renewed attention since e-commerce giant Rakuten Inc. teamed up and relaunched the service as Ragri in 2017.
Gamification is the application of game-design elements and game principles in nongame contexts. Ragri players grow vegetables and fruit on virtual farms they manage via their smartphone or personal computer.