Greenpeace launches mobile game app to educate Chinese consumers on GE food

China is one of the key markets for Greenpeace to create 'change' due to their large population.

Chinese consumers are aware of GE, particularly around rice products, as there has been significant news coverage of the issue recently. But shoppers still face the daily challenge of identifying which brands contain GE constituents, as well as which supermarkets carry GE brands.

Greenpeace appointed Mobile Now, a mobile app and game content agency last April. The new Tamagochi-inspired 'monster' feeding game was launched last month.

"NoGeMo", was inspired by the Tamagochi toys that were popular in Japan a decade ago. It can instantly determine which of hundreds of common food brands contain health risks related to GE practices.

With more than 400 brands, as well as 20 supermarkets listed in the app, the game provides both fun and a wealth of information to be digested by users.

The gameplay revolves around feeding a small monster called NoGeMo (闹叽猫) and gauging his reaction to the everyday brands.

The agency's spokesperson explained that if the character eats "good" (non genetically-modified) food, NoGeMo will instantly notify the player. This free iPhone app (in Chinese) provides on-going training and the longer users feed NoGeMo non-GM food from the green list, the quicker NoGeMo will grow.

"We are increasingly seeing brands appreciating the importance of gaming in engaging consumers; particularly those that have had greater exposure to mobile,” Liam Winston, managing partner of Mobile Now said. "Mobile games make the learning experience a more enjoyable one for the target audience and enable consumers to make an informed choice on GE, with the insights that they need."