Genova December European Commission Information Society and Media 1 st Review Meeting GaLA Game and Learning Alliance The European Network of Excellence on Serious Games WP7 Integration in Corporate Training Johann Riedel UNOTT Nottingham University Business School 1

Genova December European Commission Information Society and Media 1 st Review Meeting Outline WP7 Objectives Stakeholders WP7 Tasks & Timeline WP7 Activities WP7 Partners & Contribution D7.1 Table of Contents SG Integration in Companies State of the Art Business & Industry Taxonomy SG Awareness & Adoption in companies Next Steps 2

Genova December European Commission Information Society and Media 1 st Review Meeting WP7 Objectives Investigate how best to integrate different kinds of SGs and SVWs into corporate training processes Elicit requirements from end-users and corporate training stakeholders Collect, systemize and structure empirical data in order to build metrics Elaborate methodologies for non-intrusive integration of SGs and SVWs in to existing training contexts Gather and nurture a community of corporate users and stakeholders that are interested in studying, assessing and promoting the adoption of SGs. 3

Genova December European Commission Information Society and Media 1 st Review Meeting Key Stakeholders Issues and Needs Proof of effectiveness Patterns of Gameplay Observatory - Technologies and Trends Pedagogical Practice Trained Workforce Market awareness Promotion and branding SG Developer Needs Competitive Workforce Successful Education Sustainable Training Innovative & Sustainable Industry Policy Making EU Needs Competitive Workforce Cost Effective training Proof of effectiveness Pedagogical Practice Rapid Competence Development (reduced time to competence) Generation Y Enterprise Needs GALA World Class Research Cohere European Research Common Research Strategy Engagement & Interchange with Industry Academia Needs

Genova December European Commission Information Society and Media 1 st Review Meeting WP7 Tasks & Timeline T7.1 Corporate user and training stakeholder requirements (CEDEP) T7.2 Metrics for SG in corporate training (Cyntelix) T7.3 Integration methodologies for corporate training (UNOTT) T7.4 Community of corporate users (NURC) » D7.1 D7.2 D7.3 D7.4 5 Task 7.1 Task 7.2 Task 7.3 Task 7.4 WP7 STARTM12M24M36 END

Genova December European Commission Information Society and Media 1 st Review Meeting WP7 Activities 6

Genova December European Commission Information Society and Media 1 st Review Meeting WP7 Participants & Contribution SoA –UNOTT, BIBA, HWU, POLIMI Taxonomy –UNOTT, CEDEP, ETH, HWU, ESADE Metrics –Cyntelix, MAN, UNOTT, CEDEP, UWS Integration & Adoption Research –UNOTT, CEDEP, AAU, AALTO Integration Case Studies –UNOTT, CEDEP, AAU, Playgen, SGI, ESADE, – ATOS Community Building –NURC, UNOTT, BIBA, CEDEP, Playgen, SGI 7 PartnerPerson Month MAN8 SGI3 ATOS6 PLAYGEN6 UNOTT6 BIBA3 AAU6 AALTO5 CYNTELIX6 POLIMI3 ETH Zurich0 ESADE4 CEDEP4 NURC3 Total65

Genova December European Commission Information Society and Media 1 st Review Meeting D7.1 Integration in Companies ToC 8

Genova December European Commission Information Society and Media 1 st Review Meeting SG Integration in Companies 9 SG Corporate Integration Training People Development Intervention Change Mngt, Decision Mkg, Culture Adapt Viral Diffusion Use game dynamics to diffuse Gamification of operations, Interaction with Customer NEW

Genova December European Commission Information Society and Media 1 st Review Meeting Innovative use/ diffusion of SGs in a company Not just used as part of the corporate training curriculum ‘Tournament’ day organised Collocated in same room Voluntary High participation High engagement Viral Diffusion – ABN Amro Case 10

Genova December European Commission Information Society and Media 1 st Review Meeting SoA Classification of Games – Simulation Level 11 Simulation LevelExample commercial video games World/ God Civilization, Capitalism, SimCity National - Industry Transport Tycoon, Railroad Tycoon Inter-Organizational Kingpin (gangsters game), Wall Street Trader Business/ Organization Theme Park, Theme Hospital Intra Org/ Org processes - Group/ Team - Discipline - Individual Flight Sims, Racing games

Genova December European Commission Information Society and Media 1 st Review Meeting 12 Simulation LevelSerious GameTopic Addressed National1.LogLab1.Logistics IndustrySimTelecom SimHealth 1.Telecommunications industry 2.Health service Inter-OrganizationalShare Emergency/ disaster sims Inter-organisational learning Emergency/ disaster planning Business/ Organization The Small Business Game 1.Apples & Oranges 2.The Finance Game 3.SIMBU 4.MOB 1.Sport shop Finance Management of manufacturing companies Mobile operators management Intra Org/ Org processes KM Quest COSIGA Logtrain GLOTRAIN MINT City car Chain game ONE EIS 1.Knowledge management 2.Product development process 3.Supply chain management 4.Product development and production 5.Factory planning 6.Car 7.Supply chain, trading and negotiation 8.Logistics and production 9.Info Systems change management Group/ TeamDecision base Tango Cayenne Livon The Business Game – Trelleborg Business Networking Game Knowledge Management Simulation Game PRIME Beware 1.strategic business decisions 2.managing intangible assets 3.developing a project 4.marketing differentiation & segmentation 5.market 6.insurance: car travel and home 7.Knowledge management 8.strategic management, negotiation, business 9.supply network, risk management Discipline1.Seconds1.Impact of strategic decision making Techniques1.The beer game 2.JIT game 3.refQuest 1.Management of supply chain 2.Just-in-time production 3.Support for idea-generation Individual1.The Business Game 2.The Enterprise Game 3.Business banking game Branch 4.Business Banking Game Group 5.SPIKO 6.The Supply Net Game 7.Virtual Leader Management Enterprise management Human resources Management, finance Mediating collaboration skills Dynamics of supply (warehousing and distribution policies) Leadership skills Riedel, J; & Baalsrud Hauge, J. (2011) State of the Art of Serious Gaming for Business and Industry, In: Thoben, K-D; Stich, V. & Imtiaz, A. (Eds) Proceedings of the 17 th International Conference on Concurrent Enterprising, June 2011, Aachen, Germany, Centre for Operations Management (FIR), RWTH Aachen, Aachen. ISBN

Genova December European Commission Information Society and Media 1 st Review Meeting SG State of the Art - Analysis 13 Simulation LevelNo. SGs National 1 Industry 2 Inter-Organizational 5 Business/ Organization 5 Intra Org/ Org processes 9 Group/ Team 9 Discipline 1 Techniques 3 Individual Total 7 39

Genova December European Commission Information Society and Media 1 st Review Meeting SG Adoption Serious Games show good potential for corporate training We suspect low adoption of SGs in corporate training Expect low (50% at best) awareness of SGs Why haven’t they been adopted as widely as one would expect? What are the barriers? How do we, as SG researchers and developers, overcome the barriers? 14

Genova December European Commission Information Society and Media 1 st Review Meeting Building Critical Mass - Virtuous Circle Strategy 15 Innovators Consortiu m Early Adopters Opinion Formers Inter- mediaries CompaniesIndividuals Industry Associations Professional bodies Industry media Conferences Consultants Publishers Training Providers Consultants

Genova December European Commission Information Society and Media 1 st Review Meeting SG Adoption Research 16 TAM – Technology Acceptance Model

Genova December European Commission Information Society and Media 1 st Review Meeting Survey on Corporate Training & Serious Games To improve research and development of future serious games, better targeted at industrial training needs Targeted at the corporate training sector To assess the level of awareness of serious games To assess the level of adoption/use of serious games To assess the usage areas and perceived benefits To assess the barriers to adoption Initial pilot in UK (June-July) Roll out to European countries Baalsrud Hauge, J. Riedel, JCKH; & Azadegan, A. (2011) Identifying the Baseline for Serious Games in Corporate Training, In: Smeds, R. (Ed.) Co-Designing Serious Games: Proceedings of the 15th Workshop of the Special Interest Group on Experimental Interactive Learning in Industrial Management of the IFIP Working Group 5.7 in collaboration with the EU Network of Excellence Gala, 5-7 June 2011, Espoo/Helsinki, Finland. Aalto University Science + Technology series publication 10/2011, Helsinki, pp1-9. ISBN

Genova December European Commission Information Society and Media 1 st Review Meeting Survey Responses 18 Sample of 300 UK companies: –the 100 best companies to work for –the 100 most profitable companies –the 100 fastest growing technology companies These lists complied by a leading UK newspaper (The Times). Postal questionnaire 11 companies responded with fully completed survey Response rate 3%. This is lower than expected for a postal survey (10%). Results need careful interpretation. However, there are some useful insights...

Genova December European Commission Information Society and Media 1 st Review Meeting SG Awareness & Adoption 19 36% Aware of SGs 40% Early Adopter & First Follower – Positive Result 60% Slow Adopters of SGs < 10% Using SGs

Genova December European Commission Information Society and Media 1 st Review Meeting Adoption S-curve: RFID & SGs 20 Diffusion (%) SGs 40% SGs 10% 2011 RFID

Genova December European Commission Information Society and Media 1 st Review Meeting Training Methods 21 Classroom 60% Role Play 45% Simulation 55% Business Games 30% -> Promising for SGs Phone follow-up interviews (number of companies)

Genova December European Commission Information Society and Media 1 st Review Meeting SGs for Hard & Soft Skills Training 22 SGs for Soft Skills SGs for Hard Skills

Genova December European Commission Information Society and Media 1 st Review Meeting SGs Perceived Benefits 23 Become more efficient 40% Improve staff competence 36% More flexible company 30% Top three: Reduce Training Costs 15% Reduce space needs 12% Reduce cost facilities 9% Last 3:

Genova December European Commission Information Society and Media 1 st Review Meeting WP7 Next Steps 24 To carry out follow-up interviews with survey respondents To carry out the SG survey in several European countries To run the survey with relevant associations eg. European Chief Learning Officers Association To do case studies on ‘best practice’ serious games integration 4 identified Continue SoA and Taxonomy with WP1, SIGs 1 & 2 - M18 Continue Metrics - TC2.6 Assessment & T1.2 Metrics – M15

Genova December European Commission Information Society and Media 1 st Review Meeting WP7 Community Building 25 Attend “Games for Brands” Playgen Industry event on Gamification, London, 27 October 2011 Online Educa, Panel Session, 2 Dec 2011, Berlin (& WP9) ‘Game Over’? What hampers a major uptake of Serious Games Audience Participation – Red & Green Cards: question voting, question proposition sheet, Comments, SG questionnaire – 7 returned Develop “Games for Business” subsite on GaLA website Business friendly content, vendor independent, Integration case studies, videos/examples ‘catalogue’ of good games

Genova December European Commission Information Society and Media 1 st Review Meeting OEB 2011 Newsletter - SG Article 26 Simon Egenfeldt-Nelson Front page article

Genova December European Commission Information Society and Media 1 st Review Meeting OEB 2011 SG Panel 27