Digital Game-Based Learning in Business:  8 ( +2) Case Studies Lisa Eldred TC 831 9/11/08
Overview <ul><li>Games in business are used </li></ul><ul><ul><li>For training employees </li></ul></ul><ul><ul><li>For ed...
1) The Aspirin Trivia Game <ul><li>Simple, 5-question HTML-based quiz </li></ul><ul><ul><li>Questions neither easy nor obv...
2) The “We’ll Pay Your Taxes” Game <ul><li>Build interest in new premium tax service from H&R block </li></ul><ul><li>E-ma...
3) Time Out! <ul><li>Developed by Boston Consulting Group to help explain how to streamline production to clients </li></u...
4) Darwin <ul><li>Developed by Ameritrade (democratizers of personal investment) </li></ul><ul><ul><li>Train online custom...
5) HEDGEManager and HEDGEFund <ul><li>Created by Bankers Trust </li></ul><ul><ul><li>2 spreadsheet-based games </li></ul><...
6) Dobutrex Dosage Game <ul><li>Drug company advertising to doctors </li></ul><ul><li>Prescribe right amount of drug to pa...
7) Giraffe <ul><li>Developed by Palm Pilot </li></ul><ul><ul><li>Training for  standardized handwriting-recognition softwa...
8) The Monkey Wrench Conspiracy <ul><li>Designed by games2train and think3 to teach engineers on  thinkdesign , a 3-D mode...
Some conclusions… <ul><li>Corporate games designed for clients serve multiple purposes </li></ul><ul><ul><li>Informing </l...
9) Dungeons & Dragons:  Tiny Adventures <ul><li>Facebook application by Wizards of the Coast </li></ul><ul><ul><li>Adverti...
 
 
 
 
D&D:TA Effectiveness <ul><li>“ Die” rolls in encounters accurate </li></ul><ul><li>Skill enhancement bonuses accurate in t...
In Comparison… <ul><li>Informing - yes </li></ul><ul><li>Training - no </li></ul><ul><li>Marketing – yes in terms of desig...
10) Don’t Be Bob <ul><li>Advertising game by Blue Cross Blue Shield of Michigan for young adult health insurance </li></ul...
 
 
 
 
 
 
Don’t Be Bob Effectiveness <ul><li>Highly unlikely to be zapped by aliens (or even stung by bees hidden in store-bought fl...
In Comparison… <ul><li>Informing - no </li></ul><ul><li>Training - no </li></ul><ul><li>Marketing – yes, but no data </li>...
Final Thoughts <ul><li>Making a marketing game enjoyable does not by default make it effective </li></ul><ul><li>Corporate...
References <ul><li>Blue Cross Blue Shield of Michigan. (2007).  Don’t Be Bob . Available:  http:// www.dontbebob.com/defau...
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Digital Game-Based Learning in Businesses: 8 (+2) Case Studies

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Digital Game-Based Learning in Businesses: 8 (+2) Case Studies

  1. 1. Digital Game-Based Learning in Business: 8 ( +2) Case Studies Lisa Eldred TC 831 9/11/08
  2. 2. Overview <ul><li>Games in business are used </li></ul><ul><ul><li>For training employees </li></ul></ul><ul><ul><li>For educating customers </li></ul></ul><ul><ul><li>For educating suppliers (no game examples yet) </li></ul></ul>
  3. 3. 1) The Aspirin Trivia Game <ul><li>Simple, 5-question HTML-based quiz </li></ul><ul><ul><li>Questions neither easy nor obvious </li></ul></ul><ul><ul><li>Users invited to find out more </li></ul></ul><ul><li>What makes this a game? </li></ul><ul><ul><li>Context </li></ul></ul><ul><ul><li>Trivia a popular game form </li></ul></ul><ul><ul><li>Lack of compulsion </li></ul></ul><ul><ul><li>Questions to engage and educate, not test </li></ul></ul>
  4. 4. 2) The “We’ll Pay Your Taxes” Game <ul><li>Build interest in new premium tax service from H&R block </li></ul><ul><li>E-mail based game through Yoyodine (now part of Yahoo!) </li></ul><ul><ul><li>10-week long trivia game for $25,000 of taxes paid by H&R block </li></ul></ul><ul><li>Survey: 54% of regular responders got right answer to multiple-choice question on Premium Tax service </li></ul>
  5. 5. 3) Time Out! <ul><li>Developed by Boston Consulting Group to help explain how to streamline production to clients </li></ul><ul><li>Time Out!—presents a fictional firm and all procedures/paperwork with no “right” answers </li></ul><ul><ul><li>Team-based problem solving </li></ul></ul><ul><ul><ul><li>Question workers at fictional company, evaluate data </li></ul></ul></ul><ul><ul><ul><li>“ It compresses the case team process from 4 months down to 3 hours” (p. 233) </li></ul></ul></ul><ul><li>Designed to be easily updatable </li></ul>
  6. 6. 4) Darwin <ul><li>Developed by Ameritrade (democratizers of personal investment) </li></ul><ul><ul><li>Train online customers who were trading stocks but losing money </li></ul></ul><ul><ul><li>Appeal to MBA students (future customers) </li></ul></ul><ul><ul><ul><li>Many also gamers </li></ul></ul></ul><ul><ul><li>Try to simulate the mania of the trading pit </li></ul></ul>
  7. 7. 5) HEDGEManager and HEDGEFund <ul><li>Created by Bankers Trust </li></ul><ul><ul><li>2 spreadsheet-based games </li></ul></ul><ul><ul><ul><li>Run high risk company </li></ul></ul></ul><ul><ul><ul><li>Run high risk hedge fund </li></ul></ul></ul><ul><ul><ul><li>Who can produce highest return while taking least risk </li></ul></ul></ul><ul><ul><ul><li>Team-based game </li></ul></ul></ul><ul><ul><li>Used for both training and recruitment </li></ul></ul>
  8. 8. 6) Dobutrex Dosage Game <ul><li>Drug company advertising to doctors </li></ul><ul><li>Prescribe right amount of drug to patients </li></ul><ul><ul><li>Patient either dies, recovers, or stays somewhere in between </li></ul></ul><ul><ul><li>Affects behavior of doctors (determination to save life, albeit fictional) </li></ul></ul>
  9. 9. 7) Giraffe <ul><li>Developed by Palm Pilot </li></ul><ul><ul><li>Training for standardized handwriting-recognition software called “Graffiti” </li></ul></ul><ul><ul><li>Letters fall from top of screen, players have to write letter legibly before it falls to bottom of screen </li></ul></ul><ul><ul><ul><li>Trains reflexes as well as handwriting </li></ul></ul></ul>
  10. 10. 8) The Monkey Wrench Conspiracy <ul><li>Designed by games2train and think3 to teach engineers on thinkdesign , a 3-D modeling system to replace AutoCAD </li></ul><ul><ul><li>Quake-style game </li></ul></ul><ul><ul><li>Player has to rebuild various things (i.e. a broken trigger for a gun) using thinkdesign in order to move on in game </li></ul></ul><ul><li>Used as both training for engineers and marketing for engineering students (demo version a magazine insert) </li></ul>
  11. 11. Some conclusions… <ul><li>Corporate games designed for clients serve multiple purposes </li></ul><ul><ul><li>Informing </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Teaching collaboration </li></ul></ul><ul><ul><li>Streamlining processes </li></ul></ul><ul><ul><li>Affect player’s behavior </li></ul></ul>
  12. 12. 9) Dungeons & Dragons: Tiny Adventures <ul><li>Facebook application by Wizards of the Coast </li></ul><ul><ul><li>Advertise D&D 4 th Edition </li></ul></ul><ul><li>Goal: Get character to level 11 </li></ul><ul><ul><li>Pick a character </li></ul></ul><ul><ul><li>Send on mission </li></ul></ul><ul><ul><li>Gain loot and experience from random encounters </li></ul></ul><ul><ul><li>Buff and/or heal friends </li></ul></ul>
  13. 17. D&D:TA Effectiveness <ul><li>“ Die” rolls in encounters accurate </li></ul><ul><li>Skill enhancement bonuses accurate in theory if not practice </li></ul><ul><li>8 playable characters reasonable representations </li></ul><ul><li>Very limited options </li></ul><ul><li>Not very collaborative </li></ul><ul><li>Anecdotal evidence that more players pick up D&D: TA because of interest in D&D than become interested in D&D because of D&D: TA. </li></ul>
  14. 18. In Comparison… <ul><li>Informing - yes </li></ul><ul><li>Training - no </li></ul><ul><li>Marketing – yes in terms of design, but no data available </li></ul><ul><li>Teaching collaboration – not as well as actual D&D </li></ul><ul><li>Streamlining processes – yes/no </li></ul><ul><li>Affect player’s behavior – probably not </li></ul>
  15. 19. 10) Don’t Be Bob <ul><li>Advertising game by Blue Cross Blue Shield of Michigan for young adult health insurance </li></ul><ul><li>Web site with several interactive elements, including 2 games </li></ul>
  16. 26. Don’t Be Bob Effectiveness <ul><li>Highly unlikely to be zapped by aliens (or even stung by bees hidden in store-bought flowers) </li></ul><ul><li>Accidents happen </li></ul><ul><li>Accidents are money-drains </li></ul><ul><li>Health insurance functions as a shield for the bank account </li></ul>
  17. 27. In Comparison… <ul><li>Informing - no </li></ul><ul><li>Training - no </li></ul><ul><li>Marketing – yes, but no data </li></ul><ul><li>Teaching collaboration - no </li></ul><ul><li>Streamlining processes - no </li></ul><ul><li>Affect player’s behavior – yes, but no data </li></ul>
  18. 28. Final Thoughts <ul><li>Making a marketing game enjoyable does not by default make it effective </li></ul><ul><li>Corporate games ought to fulfill several functions </li></ul><ul><ul><li>Arguably, for marketing, changing consumer behavior is the most important function </li></ul></ul><ul><ul><ul><li>Be careful about how you’re changing consumer behavior (e.g. Scrabulous) </li></ul></ul></ul>
  19. 29. References <ul><li>Blue Cross Blue Shield of Michigan. (2007). Don’t Be Bob . Available: http:// www.dontbebob.com/default.asp </li></ul><ul><li>Prensky, M. (2001). Digital Game-Based Learning . St. Paul: Paragon House. </li></ul><ul><li>Wizard of the Coast. (2008). Dungeons & Dragons: Tiny Adventures . Available: http://www.new.facebook.com/apps/application.php?id=23415053320 </li></ul>

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