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Video games aren't just for kids. In fact, more and more companies are using video games to train employees. Advocates say gaming helps develop new skills, enhance communication between a team, and create workforce heroes. And while some may say “it’s just a game,” in the world of business, communication is paramount. If companies look to game simulation as a practice run, when a real situation occurs, the team will be prepared.
According to the Apply Group, a UK-based research company, by 2012, between 100 and 135 of the Global Fortune 500 will have adopted gaming for learning. Leading the way -- companies in the United States, United Kingdom, and Germany, including Siemens, IKEA, Motorola, American Express, and BP.
And on the educational front, IBM’s new serious game, “INNOV8,” which is designed to teach the fundamentals of business processes management and bridge the gap between management and information technology teams, is being piloted by Brandeis International Business School to help university students and young professionals develop a combination of business and information technology skills. In fact, video game technology is changing the game of education.
Apples and oranges for businesses
Calemi, a global learning design company that creates business simulations and other learning tools to improve business performance, offers companies games like Apples & Oranges, for increased financial acumen; Decision Base, which leads to an understanding of business finance and operational connections; Livon/Livon Lite, which helps players distinguish business in a competitive marketplace; and Cayenne, a budgetary learning module; just to name a few.
For team A&O Inc., the imaginary company assumed by real-life players of the video game, Apples & Oranges, the simulation will help them face some tough challenges, including a large loss of market share and increasing demands from suppliers and customers. By utilizing the game simulation, the A&O Inc. team will learn how to monitor cash flow more closely, make resource utilization improvements, and measure results in the balance sheet and income statement. Players also hone their skills identifying critical elements affecting their profitability, as well as analyzing financial ratios and key performance indicators and make priorities accordingly.
University of Iowa’s MBA program is using most of the above-mentioned game simulations. Users say these games have the look and feel of real games, with high stakes and – yes, gasp – some fun! MBA students at the school are able to experience developing relationships and resources that lead to their financial successes in the game. “For these first-year MBAs, the simulation ties together the key functions of business and demonstrates that these functions – whether it be finance, human resources, operations, marketing – can’t act as silos,” said Colleen M. Downie, assistant dean of the MBA program at the University of Iowa’s Henry B. Tippie College of Business. “[The game] provides as an invaluable learning laboratory in business strategy and execution.”
Communication realizations
Perdix, a business consulting company, uses military-developed software and real-time strategy called Executive Command as one of its learning tools. In the game, a team of executives competes in a game against another team in a war and strategy simulation module. During the game, Perdix professionals monitor how various people interact and react to certain situations that occur in game play. This way, Perdix can make assessments on how communication functions in the organization.
“Perdix has played a key role in the development of our young company,” said Todd Davis, CEO of LifeLock, a proactive identity theft protection agency for consumers. “The war game allowed our executive team to assume different roles, move out of their comfort zones, and reveal how they work and act under pressure.”
Davis’ team learned to communicate better, adapt to changes, and apply strategic thinking better as a complete unit.
The Marine Corps relies on commercial video games also, said General James L. Jones in a recent interview with National Defense Industrial Association. They provide a “great training value,” said the service’s commandant. For instance, there’s a game in which squad leaders stand in front of a giant screen and run his squad through scenarios like combat patrol through the jungle or urban warfare. Essentially, the leader maneuvers his men to complete tasks while steering clear of danger.
The U.S. Army is using video game simulation to better communicate during intense situations. They’re using a commercial tank simulation called “Spearhead II,” which was co-developed by Zombie Virtual Reality Studios and Mak Technologies Inc., and trains crews on artillery fire control. The point behind the game is to enhance interactions in combat through the sending of messages to get the job done.
Whether the agenda is to enhance communication or conceptualize a strategy in business, game simulations are the way to go for many companies. Regardless of their motivation to do virtual gaming as opposed to real-life chances, their concerns are met and employees trained as emerging technologies provide training options. Even better, they have a good time. “[These] games are tremendously fun, I think, and with a high education value,” said Black.
Nothing new
This isn’t the first time we’ve seen game simulations as educational tools. “It’s not a new development by any means,” said Jeremiah Black, producer of PlayValue.tv, a digital TV show covering the history and relevance of video games. In 1983, Electronic Arts released M.U.L.E., a multiplayer strategy game involving the supply and demand of economics. Since then, there have been dozens of other economic simulation games like Railroad Tycoon (1990), Theme Park (1994), Capitalism (1995) and Industry Giant II (2002).
Recently, PerfectCompetition.net, an online, real-time multiplayer game, entered the scene. “This business strategy game is probably the most accurate economic business simulator to date,” said Black. This free online game features business administration, finance, accounting, marketing, human resource management, real estate, networking and negotiations, company and contract law, business ethics, and more. In the game, virtual players establish companies, runa hedge fund, direct a company as chairperson, recruit and dismiss staff, and set up business units among other things. Think of it as a real-life company start-up in the financial industry. To date, 11,249 people have played the game with most being students.
With similar player objectives, Industry Player, which came out in 2007 from Tycoon Systems Ltd., is being used in the corporate world and in various MBA programs to train the business mind. In fact, the company has since come out with their Campus Edition module of the game in which up to 100 students can participate simultaneously.
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