The Enthusiasm for GIANTS Software: How a Small Game Studio Became a Leader in Agricultural Simulation

It is hard to imagine that GIANTS Software, the company behind the Farming Simulator series, did not initially set out to create a game about farming. However, when university friends Stefan Geiger and Christian Ammann founded the company in Switzerland in the late 2000s, they were looking to create an open-world game where players could interact with their environment. The idea of creating a game about tractors was suggested by a friend, and two decades later, GIANTS has become a leading player in the agricultural simulation genre, with tens of millions of sales and over 150 brand partners, including Daimler Truck. The company's connections to the farming industry run deep, with many of its developers having an agricultural background. The annual FarmCon event, which GIANTS hosts in partnership with one of its major partners, has become a celebration of all things farming, with thousands of visitors attending from around the world. The event has grown from a small community meet-and-greet in 2016 to a large-scale festival, with presentations by developers, a stage, and activities for attendees. GIANTS also attends major gaming events like Gamescom and PAX, as well as agricultural trade fairs like Agritechnica. The company has become influential in the gaming industry, helping to change the perception of simulation games and proving that games can provide fulfilling goals in a non-violent fashion. The Farming Simulator series has expanded to include animal husbandry, forestry, and farm shops, and has become a gateway to real-life farming for some players. One example is a player who was introduced to the series as a joke, but ended up buying a farm on the North American Canadian border and becoming a farmer. GIANTS has opened an office in Chicago, near the headquarters of John Deere, and works with local content creators to develop events and digital marketing strategies. The company's passion for agriculture is shared by its brand partners, and together they bring the game to life and celebrate the world of farming. Over time, the Farming Simulator series has become a way for players to escape into a wholesome and meditative environment, and has proven that games can be a positive force in people's lives.