AGCO Brings Fendt and Massey Ferguson Machinery to SquadBuilt’s “American Farming 2”
AGCO Brings Fendt and Massey Ferguson Machinery to SquadBuilt’s American Farming 2 Mobile Game
AGCO Corporation (NYSE: AGCO) today announced that officially licensed equipment from its Fendt and Massey Ferguson brands will be featured in “American Farming 2,” the free-to-play mobile farming simulation game developed by SquadBuilt Inc.
The title is the sequel to SquadBuilt’s popular “American Farming” game and will give players the opportunity to operate digital versions of real-world agricultural machinery from two of AGCO’s leading brands.
Beginning August 24, players will be able to put true-to-life Fendt and Massey Ferguson tractors to work across an Iowa-inspired virtual landscape. The collaboration gives AGCO another avenue to introduce its brands and equipment to farmers, rural audiences, younger consumers and a growing community of people discovering agriculture through digital platforms and gaming.
Bringing Real Agricultural Equipment to the Digital World
At launch, “American Farming 2” will feature several Fendt and Massey Ferguson tractor models recreated from AGCO’s equipment designs.
Players will be able to operate the Fendt 1038, 1046 and 1050 tractors, as well as the Massey Ferguson MF8130, MF8140 and MF8150 tractors. Additional AGCO equipment is expected to be introduced following the game’s launch.
The digital machinery is designed to reflect the appearance and functionality of the equipment used by farmers in the real world. From planting and fieldwork to harvesting and hauling, players can experience the role agricultural machinery plays throughout the farming cycle.
A Fendt 1000 Vario tractor, for example, gives players the opportunity to experience one of AGCO’s high-performance machines in a virtual farming environment, bringing the look and feel of modern agricultural equipment to a new generation of players.
“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.”
Connecting Agriculture With a New Generation
AGCO’s collaboration with SquadBuilt reflects the company’s Farmer-First strategy and its focus on connecting with the next generation of growers and agriculture enthusiasts.
As younger audiences increasingly encounter brands and industries through gaming, social media and other digital experiences, agricultural companies have new opportunities to demonstrate what modern farming looks like beyond traditional marketing channels.
For AGCO, featuring Fendt and Massey Ferguson equipment in a popular farming simulation provides an opportunity to place its machines directly into an environment where agriculture is already the central focus.
The partnership also helps illustrate the technology, machinery and expertise involved in producing the food and resources that communities depend on every day.
Rather than simply displaying agricultural equipment, “American Farming 2” allows players to interact with it as part of a broader farming experience.
From Planting to Harvest
“American Farming 2” is designed to provide players with a hands-on representation of modern agriculture.
Players can plant and harvest crops, spray fields, haul materials, raise livestock and manage their virtual farms. They can also customize trucks and characters while exploring the game’s environment through first- or third-person multiplayer gameplay.
That combination makes the game accessible to a wide range of audiences.
Experienced farmers can interact with equipment they recognize from their own operations, while players with no farming background can use the game as an introduction to the processes behind modern food production.
The addition of officially licensed Fendt and Massey Ferguson equipment further strengthens the game’s connection to real-world agriculture by allowing players to work with machinery that farmers use in actual fields.
A Partnership Built Around Authenticity
The “American Farming” franchise was created by Central Iowa-based SquadBuilt Inc. and Grant Hilbert, a first-generation farmer and content creator with a growing online and social media following.
Hilbert’s background as a farmer gives the studio a direct connection to the agricultural community and helps inform the game’s focus on authenticity and accessibility.
“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,” said Grant Hilbert, Owner, SquadBuilt Inc. “These are machines farmers know and trust, and we’re excited for players to put them to work in the field.”
The partnership between AGCO and SquadBuilt combines real-world agricultural expertise with interactive entertainment, creating a digital environment where players can experience farming from behind the wheel of some of the industry’s most recognizable equipment.
Making Modern Farming More Accessible
Agriculture can often feel distant to consumers who live far from farming communities. Gaming offers a way to close that gap by turning complex agricultural processes into interactive experiences.
Through “American Farming 2,” players can see how machinery is used across different stages of production while learning about the work involved in managing a modern farm.
For younger audiences in particular, the experience provides an approachable introduction to agricultural equipment and farming operations. For existing farmers, meanwhile, the licensed machinery adds another layer of realism to the simulation.
The result is a game that can appeal both to longtime agriculture enthusiasts and to people encountering farming for the first time.
Expanding the Digital Farming Experience
The launch of Fendt and Massey Ferguson equipment represents another step in the evolution of agricultural simulation games, which have increasingly become platforms for manufacturers to showcase real-world machinery and technology.
As digital communities continue to grow, AGCO sees opportunities to engage audiences beyond traditional agricultural channels and meet consumers in the environments where they already spend their time.
With additional AGCO equipment planned after launch, the partnership with SquadBuilt could continue to expand the range of machinery available to players while introducing more people to the brands and technologies shaping modern agriculture.
Beginning August 24, players of “American Farming 2” will be able to put Fendt and Massey Ferguson machinery to work in the game’s Iowa-inspired landscape—bringing a piece of real-world farming into an interactive digital environment.
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