Pitching for the work in January, Pancentric beat two other consultancies in response to a brief to work up an idea for a game to build up Kew’s ‘social presence’.
Gamers are challenged with growing and nurturing plants across virtual habitats – the Alps, desert, rainforest and East Asia.
The consultancy says that the game is ‘easy to learn, but difficult to master’ and promises ‘real-world rewards’ to successful gamers, including two-for-one entry deals and discount vouchers for food and merchandise.
To encourage more social interaction, players are able to grow their plants using Twitter.
A Global Garden feature reveals collective game-play statistics, the number of tweets sent and the popularity of plants and habitats.
The browser version launches today at www.kew.org/tweet before iPhone and Android versions roll out. There will also be a Pancentric-designed interactive LCD digital wall at Waterloo station running for two weeks from 30 May.