Clevo Turns Roblox's Pay-to-Win Economy into Real-World Support for Indonesian Farmers

Sep. 30, 2026

In the imaginary world of video games, farms typically look cozy and idyllic: there’s no risk of erratic weather, pests, rising input costs, the global energy crisis or the challenge of surviving a drought. And even if there were, a bad harvest could simply be restarted, or a failed crop resuscitated with a few clicks.

Flavoured milk brand CLEVO, in partnership with Publicis Indonesia, set out to turn the usual farming fantasy upside down with the goal of giving young Indonesians a deep appreciation for the country’s farmers – while empowering them to become part of the solution.

With the launch of The Hardest Farming Game on Roblox, developed by KARIS Studio, CLEVO is connecting the fun of gaming with real-world support for Indonesian farmers. The game features a farmer named Pak Sarno, who explains the difficulties of farming. Players must then grapple with pest threats, changing seasons and encroaching storms: fail to fertilize or water at precisely the right time, and their crops will shrivel and die.

The 100/10 difficulty is designed to give young players a taste of what farmers deal with every day. It also turns a universal gaming behaviour into tangible impact. Every day, millions of players spend virtual currency to move faster, unlock advantages and progress through digital worlds. Last year alone, Roblox's virtual economy generated billions of dollars globally.

With The Hardest Farming Game, CLEVO and Publicis Indonesia are turning the same Pay2Win behavior into impact beyond the screen: every in game purchase supports the purchase of farming equipment and tools donated to Indonesian farmers.

Kristanto Kosasih, Senior Brand Manager at GarudaFood, explained:

"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."

 

The game supports CLEVO’s purpose, "Unlocking Play Today for Tomorrow’s Greatness", built on the belief that play can help everyone to imagine, build and pursue a better future. It is also designed to engage kids, families and gamers within a familiar digital space: there are approximately 45 million Roblox users in Indonesia.

Ravi Shanker, Chief Creative Officer at Publicis Groupe Indonesia and Creative Lead for CLEVO, said:

“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 behavior into something useful to support the farmers that CLEVO relies on?”

 

The Hardest Farming Game has already caught the attention of streamers, Indonesian and international gamers and national broadcasters.