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Victoria Uren & Panagiotis Petridis
This Beer is Off!
building a dialogue game
for servitization
Introduction
Business Games have been used for education &
executive development since Management Decision
Simulator (Meie...
Implementation of iServe
Game mechanics including learning points & scenario
developed in two workshops with servitization...
iServe: the ‘Beer is Off’ Game
Aim: to solve the problem of bad beer in a
bar
Learning point: Basic, Intermediate and
Adva...
Evaluation
Game test at SSC 2014
45 players
Typical participant
older than 35,
low gaming experience
high servitization ex...
Overall reaction
Question mean(s)
Overall reactions
terrible-wonderful 5.2(1.8)
frustrating-satisfying 5.2(2.0)
dull-stimu...
Effects of Age and Gaming Experience
No statistically significant difference (t-tests 5%) on any of
the key usability ques...
Does the game teach about servitization
Question mean(s)
Experts
(score 3-5)
Novices
(score 1-2)
Did you learn about servi...
Outcomes
Playable game environments can be generated using
game engine technology in realistic time-frames.
Virtual enviro...
References
Meier, R. C., Newell, W. T., & Pazer, H. L. (1969). Simulation
in Business and Economics. Englewood Cliffs, NJ:...
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SSC 2015 beer game evaluation

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The evaluation of a dialogue game for servitization.

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SSC 2015 beer game evaluation

  1. 1. Victoria Uren & Panagiotis Petridis This Beer is Off! building a dialogue game for servitization
  2. 2. Introduction Business Games have been used for education & executive development since Management Decision Simulator (Meier et al 1969) Potential to engage learners in very positive ways Few examples relevant to servitzation e.g. (Nemoto et al 2014) Barriers to adoption include high game development costs Platforms such as Unity (http://unity3d.com/ ) aim to reduce these costs
  3. 3. Implementation of iServe Game mechanics including learning points & scenario developed in two workshops with servitization & serious games experts Implemented in Unity as a dialogue game Stage Person hours(h) Game Mechanics 44 Scenario Development 44 Dialogue Scripting 132 Implementation 50
  4. 4. iServe: the ‘Beer is Off’ Game Aim: to solve the problem of bad beer in a bar Learning point: Basic, Intermediate and Advanced services Mechanics: Dialogue based, players must make service design decisions based on information provided by non-player characters Points: players gain higher points if they choose actions that would lead to Advanced services
  5. 5. Evaluation Game test at SSC 2014 45 players Typical participant older than 35, low gaming experience high servitization expertise, Focus on usability User reactions Ease of use not a gamer
  6. 6. Overall reaction Question mean(s) Overall reactions terrible-wonderful 5.2(1.8) frustrating-satisfying 5.2(2.0) dull-stimulating 5.4(2.1) difficult-easy 6.2(1.8) rigid-flexible 4.6(2.0) Learning to play the game learning to operate the interface 5.8(2.4) time to learn to use the interface 6.4(2.3)
  7. 7. Effects of Age and Gaming Experience No statistically significant difference (t-tests 5%) on any of the key usability questions for younger or more experienced players Age/ reaction Experience/ easeofplay
  8. 8. Does the game teach about servitization Question mean(s) Experts (score 3-5) Novices (score 1-2) Did you learn about servitization from the game? 2.3(1.1) 2.8(1.1) do you think a novice would learn about servitization from the game? 2.6(1.1) 3.4(0.9) Significant difference (t-tests 5%) for the second question. Novices are more confident of the potential of the game to teach about servitization.
  9. 9. Outcomes Playable game environments can be generated using game engine technology in realistic time-frames. Virtual environments are usable by the target audience of older, non-gamers. Current game is rather basic (benchmarked against Business game taxonomy of (Greco et al 2013)) - lacks challenge. Next steps include wrapping the virtual environment around a simulation to increase challenge.
  10. 10. References Meier, R. C., Newell, W. T., & Pazer, H. L. (1969). Simulation in Business and Economics. Englewood Cliffs, NJ: Prentice Hall. Nemoto, Y., Uei, K., Fujiwara, T., Mizoguchi, S., & Shimomura, Y. (2014). Strategic Thinking in EDIPS: Edutainment for Designing Integrated Product - Service System. Procedia CIRP, 16, 92–97. Greco, M., Baldissin, N., & Nonino, F. (2013). An exploratory taxonomy of business games. Simulation and Gaming, 44(5), 645–682.

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