5/2015 – 5/2017
Budget for UTU: 505 800€

Co-creative Snacks research project approaches the consumption of snacks and games by merging scientific knowledge with business and consumers through pilots of co-creation. Multidisciplinary collaboration between consumer research, food research and games research is intended to create the research based prerequisites for the emergence of a value creating ecosystem which includes gaming as integral part of it.


Project is coordinated by Functional Foods Forum from University of TurkuUniversity of Vaasa provides the expertise on consumer research and customer value creation research. Project has a group of partners from the food and related industries; Arkea, Atria Suomi, Kenzen, Fazer Food Services, Ravintoraisio, Vaasan, Saarioinen, and Package Media.


  • Tapani N . Joelsson, Henna Syrjälä, Harri Luomala, Tuomas MäkiläGeek Cuisine: Extending the Narrative of a Junk Food GamerGames and Culture, 0(0)2023

  • Kaisa Könnölä, Tuomas Ranti, Tapani N. Joelsson, Tuomas MäkiläRole and Experiences of Tutorial in Location Based GameGameON 2018, Dundee, Scotland, United KingdomSeptember 18-20, 2018

  • H. Syrjälä, H. Luomala, M. AutioFluidity of places in everyday food consumption: Introducing snackscapesInternational Journal of Consumer Studies, 41(6), 761-7682017

  • S. Lundén, H. Syrjälä, T. Mäkilä, K. Könnölä, T. Liukkonen, H. Luomala, M. SandellIndividual smell perceptions in snacking12th Pangborn Sensory Science Symposium, Rhode Island, USAAugust 2017

  • Henna Syrjälä, Tapani N. Joelsson, Kaisa Könnölä, Harri T. Luomala Saara Lundén, Mari Sandell, Tuomas MäkiläFoodscapeista gamescapeiksi: Välipalat pelaamiskäytännöissäPelitutkimuksen Vuosikirja2017

  • T. Ranti, H. Syrjälä, T.N. Joelsson, T. Mäkilä, K. Seppälä, S. Lunden, M. Sandell and H.T. LuomalaConnecting Company and Consumer Expectations In Game Design: A Food Sector CaseProceedings of the 18th annual European GAMEON Conference (GAMEON'2017), Carlow, Ireland6-8 September, 2017ISBN: 978-9077381-99-1

  • Harri T. Luomala, Jenniina Sihvonen, Henna Syrjälä, Tuomas Mäkilä, Kaisa Könnölä, Tapani Liukkonen, Saara Lunden, Mari SandellLinking Digital Game-Playing Motivations to Food ConsumptionProceedings of the 1st International GamiFIN ConferenceMay/2017

  • K. Könnölä, T. Ranti, T. Liukkonen and T. MäkiläFood-related Gamification: Literature ReviewGAMEON'2016, Lisboa, Portugal2016

  • S. Lundén, S. Mattila, M. SandellDifferences in liking of snack products between adolescents and adultsEurosense 7th European Conference on sensory and consumer research, DijonSeptember 2016

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Tuomas Mäkilä
Assistant Professor
+358 (0)40 541 8955