Je kent NIMA van ‘de examens’. Maar NIMA is méér.
• 3.000 vakgenoten zijn lid: het grootste netwerk van Nederland
• Online...
Marketing Information Event
Aniek Geurens-Dubbelboer…
Loves to play
Business : www.BrandNewGame.nl
Blog : www.gamingandbranding.com
Book : www.laatmetjemerkspelen.nl
Marketing ...
4
Schiphol SmartGate Cargo
• Background
• Objective
• SmartGate process (current vs desired)
• Target audience (stakeholde...
5
Schiphol SmartGate Cargo
• Schiphol airport strives to maintain a leading
competitive position compared to other
airport...
6
Schiphol SmartGate Cargo
• Smoothening the logistic process will increase
speed of delivery of goods, reduce costs and
h...
7
Schiphol SmartGate Cargo
• There is one main objective for SmartGate
“Schiphol should keep its international
competitive...
8
Schiphol SmartGate Cargo
• The export situation:
SmartGate – The Game
The Process
9
Schiphol SmartGate Cargo
• The current situation:
– 80 Boeings of paper work (yearly)
– Different formats (mostly analog...
10
Schiphol SmartGate Cargo
• Example
SmartGate – The Game
The Process
11
AirLand
2nd line shed
Shipper
Trans-
porter
Forwarder
Shipper
Trans-
porter
Trans-
porter
ForwarderAirline
1st line she...
12
Schiphol SmartGate Cargo
• The desired situation:
Handler
‘Go’
‘Exit’
Shipper
Trans-
porter
Forwarder Airline
Cargo
Joi...
13
Schiphol SmartGate Cargo
The most important target audience are
forwarders, transporters and handlers.
• (Shippers -> 0...
14
Schiphol SmartGate CargoSmartGate – The Game
The Game Concept
15
Schiphol SmartGate Cargo
• There are three objectives for the game:
1. Increase awareness for SmartGate
2. Create accep...
16
Schiphol SmartGate Cargo
• The game portal will run on a central
accessible server
• The portal will have multiple game...
17
TIME
• 12:30
COSTS
• €
TURNOVER
• €
NEW
BUSINESS
• €
PROFIT
• €
INFORMATION
GREENRED
Schiphol SmartGate Cargo
• Dashboa...
18
Schiphol SmartGate Cargo
• Moodboard
19
Schiphol SmartGate Cargo
• First thoughts:
1. Shipping game spreading green and red goods
on various trucks (like Tetri...
20
Schiphol SmartGate Cargo
1. Shipping game spreading green and red goods
on various trucks (like Tetris)
SmartGate – The...
21
Schiphol SmartGate Cargo
2. Racegame with trucks
SmartGate – The Game
Game concept
22
Schiphol SmartGate CargoSmartGate – The Game
Game concept
23
Schiphol SmartGate CargoSmartGate – The Game
Game concept
24
Schiphol SmartGate CargoSmartGate – The Game
Game concept
25
Schiphol SmartGate CargoSmartGate – The Game
Game concept
26
Schiphol SmartGate CargoSmartGate – The Game
Game concept
27
Schiphol SmartGate CargoSmartGate – The Game
Game concept
28
Schiphol SmartGate CargoSmartGate – The Game
Game trailer
Check the gametrailer on Youtube:
http://www.youtube.com/watc...
29
Schiphol SmartGate Cargo
• Objectives vs Timeframe
1.Increase awareness Q4 2010
2.Improve acceptance Q1 2011
3.Internal...
SmartGate – The Game
Wrap up
Any questions?
Please speak freely now or contact:
Bart Hufen
barthufen@brandnewgame.nl
or vi...
SmartGate – The Game
Wrap up
Any questions?
Please speak freely now or contact:
Bart Hufen
barthufen@brandnewgame.nl
or vi...
Games for Change Management - SmartGate the game
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Games for Change Management - SmartGate the game

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This presentation was held at the Marketing Information Event 2010 by me and our client Air Cargo Netherlands.
It describes how games can be used as a tool to help convince parties within the logistic chain around Schiphol to cooperate more and share information. The goal of the game is to improve speed, reliability and safety within the process of sending goods from A to B (airfreight).
The analyses and gameconcepts where developed by BrandNewGame, the concepts where enriched and produced by IJsfontein GameWise in Amsterdam.
The first game is playable from January 2011 through the link www.smartgatethegame.nl

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Transcript of "Games for Change Management - SmartGate the game"

  1. 1. Je kent NIMA van ‘de examens’. Maar NIMA is méér. • 3.000 vakgenoten zijn lid: het grootste netwerk van Nederland • Online meer dan 6.000 leden via LinkedIn • 20 expertgroepen voor specifieke vakgebieden • 70 evenementen per jaar. Gemiddelde waardering: 7,5 • Volop gelegenheid om ervaringen en kennis te delen • Volop gelegenheid je netwerk uit te breiden • Gratis NIMA publicaties geven je inspiratie en de laatste trends • Kijk op www.nima.nl/lidworden
  2. 2. Marketing Information Event Aniek Geurens-Dubbelboer…
  3. 3. Loves to play Business : www.BrandNewGame.nl Blog : www.gamingandbranding.com Book : www.laatmetjemerkspelen.nl Marketing Information Event Bart Hufen…
  4. 4. 4 Schiphol SmartGate Cargo • Background • Objective • SmartGate process (current vs desired) • Target audience (stakeholders) • Game Concept • Trailer • Questions Marketing Information Event SmartGate – The Game
  5. 5. 5 Schiphol SmartGate Cargo • Schiphol airport strives to maintain a leading competitive position compared to other airports • All logistic parties could benefit from potential growth in air cargo at Schiphol (Amsterdam) • A stronger competitive position will bring growth in terms of revenue (all parties benefit from the same piece of a bigger pie) SmartGate – The Game Background
  6. 6. 6 Schiphol SmartGate Cargo • Smoothening the logistic process will increase speed of delivery of goods, reduce costs and hence lead to more profit for all parties • Information needs to be structured and shared • To increase speed, reliability and safety SmartGate – The Game Background
  7. 7. 7 Schiphol SmartGate Cargo • There is one main objective for SmartGate “Schiphol should keep its international competitive position as main airport for cargo.” SmartGate – The Game Objective
  8. 8. 8 Schiphol SmartGate Cargo • The export situation: SmartGate – The Game The Process
  9. 9. 9 Schiphol SmartGate Cargo • The current situation: – 80 Boeings of paper work (yearly) – Different formats (mostly analogue) – No communication between chain parties – Different ways of working – Inefficiency SmartGate – The Game The Process
  10. 10. 10 Schiphol SmartGate Cargo • Example SmartGate – The Game The Process
  11. 11. 11 AirLand 2nd line shed Shipper Trans- porter Forwarder Shipper Trans- porter Trans- porter ForwarderAirline 1st line shed Handler Cargo Schiphol SmartGate Cargo Receiver SmartGate – The Game The Process • The current situation:
  12. 12. 12 Schiphol SmartGate Cargo • The desired situation: Handler ‘Go’ ‘Exit’ Shipper Trans- porter Forwarder Airline Cargo Joint inspection shed x-ray Green Lane Red Lane All documents registered properly up front Not all documents registered properly up front SmartGate – The Game The Process
  13. 13. 13 Schiphol SmartGate Cargo The most important target audience are forwarders, transporters and handlers. • (Shippers -> 0) • Transporter -> 2 • Forwarder -> 1 • Handler -> 3 • Customs • Airline • (Schiphol Air Cargo staff) SmartGate – The Game Target group
  14. 14. 14 Schiphol SmartGate CargoSmartGate – The Game The Game Concept
  15. 15. 15 Schiphol SmartGate Cargo • There are three objectives for the game: 1. Increase awareness for SmartGate 2. Create acceptance for SmartGate 3. Internalize the new working method for all parties in the chain SmartGate – The Game Game objectives
  16. 16. 16 Schiphol SmartGate Cargo • The game portal will run on a central accessible server • The portal will have multiple games over time in line with the three game-objectives • The games will gradually grow from easy & simple to more immersive and educational • There is always a central ‘game dashboard’ SmartGate – The Game Game restrictions
  17. 17. 17 TIME • 12:30 COSTS • € TURNOVER • € NEW BUSINESS • € PROFIT • € INFORMATION GREENRED Schiphol SmartGate Cargo • Dashboard 0 200 400 600 800 1000 Schiphol Frankfurt Paris London Margin Turnover Cost SmartGate – The Game Game mechanics
  18. 18. 18 Schiphol SmartGate Cargo • Moodboard
  19. 19. 19 Schiphol SmartGate Cargo • First thoughts: 1. Shipping game spreading green and red goods on various trucks (like Tetris) 2. Racegame where loaded trucks should offload goods and transfer information a.s.a.p. 3. An overall logistic game to experience the whole process from shipper to airline SmartGate – The Game Game concept
  20. 20. 20 Schiphol SmartGate Cargo 1. Shipping game spreading green and red goods on various trucks (like Tetris) SmartGate – The Game Game concept
  21. 21. 21 Schiphol SmartGate Cargo 2. Racegame with trucks SmartGate – The Game Game concept
  22. 22. 22 Schiphol SmartGate CargoSmartGate – The Game Game concept
  23. 23. 23 Schiphol SmartGate CargoSmartGate – The Game Game concept
  24. 24. 24 Schiphol SmartGate CargoSmartGate – The Game Game concept
  25. 25. 25 Schiphol SmartGate CargoSmartGate – The Game Game concept
  26. 26. 26 Schiphol SmartGate CargoSmartGate – The Game Game concept
  27. 27. 27 Schiphol SmartGate CargoSmartGate – The Game Game concept
  28. 28. 28 Schiphol SmartGate CargoSmartGate – The Game Game trailer Check the gametrailer on Youtube: http://www.youtube.com/watch?v=k_91Sj59b5I
  29. 29. 29 Schiphol SmartGate Cargo • Objectives vs Timeframe 1.Increase awareness Q4 2010 2.Improve acceptance Q1 2011 3.Internalized working method Q2-Q3 2011 SmartGate – The Game Planning
  30. 30. SmartGate – The Game Wrap up Any questions? Please speak freely now or contact: Bart Hufen barthufen@brandnewgame.nl or visit Book : www.laatmetjemerkspelen.nl Blog : www.gamingandbranding.com Business : www.brandnewgame.nl
  31. 31. SmartGate – The Game Wrap up Any questions? Please speak freely now or contact: Bart Hufen barthufen@brandnewgame.nl or visit Book : www.laatmetjemerkspelen.nl Blog : www.gamingandbranding.com Business : www.brandnewgame.nl
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