The UJI and the Atzeneta Cooperative launch a gamification project for the DePenyagolosa website



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## The UJI and the Atzeneta Cooperative launch a gamification project for the DePenyagolosa website

11/06/2024 |
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* [![ projecte-Depenyagolosa Oli-74](/com/noticies/2024/6/1q/projecte-Depenyagolosa/Oli-74.jpg)](#)

The Sant Bertomeu Agricultural Cooperative of Atzeneta del Maestrat and the Universitat Jaume I have launched an innovative gamification project for the DePenyagolosa marketplace for local products (www.depenyagolosa.com).

The aim of the project is to improve brand awareness and positioning, increase the number of new customers and strengthen the loyalty of regular customers. It also aims to bring the work of local artisans and producers closer to the general public, valuing their contribution to the sustainability of the rural environment.

This initiative is part of the "Project for the design and implementation of an off-line and on-line marketing strategy for the agri-food products of the Sant Bertomeu Cooperative in Atzeneta del Maestrat", funded by the Valencian Government's AEST/2023 call for doctoral researchers to work in companies in the Valencian Community.

Miguel Ángel Moliner Tena, Professor of Marketing and Market Research at the UJI, was in charge of the project, in which Sergio Gómez García, a student on an academic placement on the Degree in Video Games Design and Development at the UJI, was the game's technical director, and Eladi Roca, the cooperative's director, helped with the recording of the videos and the adaptation of the DePenyagolosa website.

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