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Gamifying the Rice Industry: The 'Riceville' Paradigm

Markopoulos, E; Chan, HFK; Ming, LL; (2019) Gamifying the Rice Industry: The 'Riceville' Paradigm. In: Ahram, T, (ed.) Advances in Human Factors in Wearable Technologies and Game Design: Proceedings of the AHFE 2019 International Conference on Human Factors and Wearable Technologies, and the AHFE International Conference on Game Design and Virtual Environments. (pp. pp. 202-214). Springer: Cham, Switzerland. Green open access

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Abstract

The global agriculture industry remains underdeveloped due to a lack of education among farmers about best practices and technologies. Similarly, corporate gamification and the rise of serious games have demonstrated their effectiveness in education within our era. The implementation of gamification principles through accessible technological platforms has massive potential in building best practices in the agriculture industry. Rice agriculture has a resistance to the adoption of new methodologies and technologies. This paper introduces ‘Riceville’, a game used to simulate a virtual farming environment promoting the use of effective best-practices introduced by leading rice organisations like the International Rice Research Institute (IRRI). By gamifying best practices, the social norms of low adoption and perception of risk can be altered to boost the reception of novel practices within the industry. This will not only serve to modernize the rice industry but also improve yields for farmers while helping agriculture companies increase exposure.

Type: Proceedings paper
Title: Gamifying the Rice Industry: The 'Riceville' Paradigm
Event: AHFE 2019 International Conference on Human Factors and Wearable Technologies, and the AHFE International Conference on Game Design and Virtual Environments
Location: Washington, DC
Dates: 24 July 2019 - 28 July 2019
ISBN-13: 978-3-030-20475-4
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/978-3-030-20476-1_21
Publisher version: https://doi.org/10.1007/978-3-030-20476-1_21
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Gaming, Gamification, Rice, Agriculture, Technology, Management, Production, Management, Serious games, Agriculture
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: https://discovery.ucl.ac.uk/id/eprint/10120900
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