Cultivating a virtual bounty:
New gardening feature sprouts up in iAmFam game

(Sept. 13, 2012) – Looking for an outlet for your green thumb now that summer is coming to an end? Check out the new gardening features on the iAMFAM game.

Offered in a web-based format and as a mobile game, iAMFAM simulates real life, giving players a chance to build a career, furnish their homes, take care of their families and tend to their yards. Players earn coins for working and happiness points for things like exercising, sleeping or gardening. They can connect with Facebook and share their happiness scores and build an online neighborhood with friends.

The game was developed by American Family Insurance as a fun way to help people learn about insurance. Players are offered a chance to buy home or car insurance to protect their belongings, and they see the impact having insurance has - when a storm damages their home's roof, for example.

Since the game's launch two years ago, more than 586,000 gamers have played iAMFAM. The average game play is 14:30.

"This is a fun, family-friendly game that teaches people about life and offers a way to express their dreams," says Michele Wingate, American Family's social media manager. "Continuing to add new features like the gardening option keeps players coming back."

The new gardening enhancement provides players a virtual green thumb, enabling them to plant, water and monitor their progress as fruits, vegetables and flowers grow in their own home gardens. Garden patches can be purchased using points in the virtual store in a number of sizes and prices. Players can also interact with each other by sharing seeds, tending to each other's gardens and sending floral bouquets as gifts.

iAMFAM is one of the only games of its kind that can be accessed from many platforms, including the Web, Facebook, Android and iOS devices, including the iPad. Users need to register only once, and can then play anywhere.

Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states. American Family insurance is the nation's third-largest mutual property/casualty insurance company. Web:; Facebook:; Twitter: