CLEVO challenges Roblox players to experience the realities of farming

Flavoured milk brand CLEVO has launched a Roblox game that makes players experience the challenges of farming, while turning their in-game spending into real-world support for Indonesian farmers.

Created in partnership with Publicis Indonesia and developed by KARIS Studio, The Hardest Farming Game puts players in the shoes of a farmer dealing with pests, changing seasons and approaching storms.

Rather than the typically idyllic farming experiences found in many games, CLEVO's Roblox world is deliberately unforgiving. Players must fertilise and water their crops at the right time, with mistakes potentially leaving crops to shrivel and die.

Don't miss: Bobo brings 53 years of brand equity into Roblox with Volare

The game features a farmer named Pak Sarno, who introduces players to the difficulties faced by farmers before they take on the game’s challenges. Its deliberately high 100/10 difficulty is intended to give young players a taste of the uncertainty involved in farming.

The campaign also uses a familiar feature of gaming - spending virtual currency to progress - to create an offline impact. Every in-game purchase in The Hardest Farming Game supports the purchase of farming equipment and tools to be donated to Indonesian farmers.

“We wanted to create an experience that could bring CLEVO into a space where young people already spend their time, while still staying true to what our brand stands for,” said Kristanto Kosasih, senior brand manager at GarudaFood.

The activation is tied to CLEVO’s brand purpose, ‘Unlocking play today for tomorrow’s greatness’, which is centred on the idea that play can help people imagine, build and pursue a better future.

Roblox was chosen as the platform to reach young Indonesians in a space where they are already active. According to the campaign, Indonesia has approximately 45 million Roblox users.

“Instead of making farming cozy and effortless, we turned players’ appetite for challenge into empathy for farmers, and the game’s economy into tangible support for them. If gamers are willing to spend hours fighting impossible challenges, why not turn that behaviour into something useful to support the farmers that CLEVO relies on?” said Ravi Shanker, chief creative officer at Publicis Groupe Indonesia and creative lead for CLEVO.

The Hardest Farming Game has already attracted attention from streamers, Indonesian and international gamers, as well as national broadcasters, according to CLEVO and Publicis Indonesia.

The campaign positions the virtual economy as part of the brand experience rather than simply a mechanic for progressing through the game. Players’ purchases are linked directly to physical farming equipment and tools for farmers, connecting an otherwise digital activity with support beyond the game.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

Related articles:
Esplanade remixes Baybeats for Roblox with 'Beatsverse'
Roblox unveils Kids and Select accounts to tighten youth protections in Indonesia
Zara Larsson respawns on Roblox with 'Midnight Sun' virtual concert