GAMEJAM – Sydney08

GalapagosSerious Game for Serious Business

November 2008

Marigo Raftopoulos

The idea

• Online serious game on sustainability

based in a future setting

• Part of an integrated media strategy

The purpose

• Foster awareness of the diverse &

complex business issues across the entire

food production value chain

The application

• Raise knowledge and skills in profitable

and sustainable business management

through immersive learning

Strategic learning goals

Cognitive engagement

Motivation

Learning by doing

Reflection

Comprehension

Feedback Coaching & Review

The process of engagement via a game-based learning tool

The process of researching & developing a serious game

Problem definition

Needs analysis

Research issues

Scope the game or simulation

Define strategic learning

objectives

Define how success is measured

•Interface•Story•Variables•Architecture

•Elements•Interaction between elements•Characteristics of each element

customisation

How game-based learning fits in with traditional strategy tools

Business Strategy

Game-based learning tools

Organisational culture

Organisational capability

CompetenciesEngagement

Alignment

Game Idea (The Pitch):

Galapagos

The year is 2121

And Earth is running out of food and water…

* Climate change

* Soil and water degradation

* GMO contamination of seed stocks* Food wars, malnutrition, famine

* Productive land moved into carbon sequestration to absorb toxic C02 emissions

Situation 2121The Earth’s demise

It’s name is

Galapagos

There is a recently discovered planet near our solar system that can

produce the shortfall in our food production

• Nations on Earth will join one of seven co-operatives, and each will have an equal stake on Galapagos

• All food production must be sustainable

• All industry must be carbon neutral

• Only private enterprise will be permitted to invest and trade

• Trade of land, resources and produce between co-operatives is permitted

Rules of the game

Game play

• You are a global food company with business investments across the value chain and in many product categories

• You need to maintain a reliable supply of quality products entering your value chain to reach your customers

• You need to win customers, stay ahead of the competition and make a return on investment

Game play

And we can’t afford

to screw it up…

again

Meta learning outcome:

Unless you change the rules of the game (aka ‘the

system’) you will get the same

outcomes every time.

MIT~Sloan School of Management

on ‘The Beer Game’

Specific learning outcomes

• Integrated, holistic performance management (value chains)

• Collaboration & co-operation between players to create win/win outcomes

• Systems thinking & action

• ‘Play out’ potential strategies in safe-fail environment

Key learning target areas

• Four key learning (play) areas– Orientation (includes 6 specific fields)– Management (4 fields)– Business strategy (8 fields)– Market strategy (6 fields)

• 5 unique perspectives of each ‘link’ in the chain

• 110 questions used in the xls survey tool

What the outcome looks like in xls:

Value Chain Diagnosis: How your value chain performs(McKinsey Strategic Options Matrix)

Total Chain

Point of Sale

Processing

Primary ProductionDistribution I

Distribution II

0

1

2

3

0 1 2 3

Operational Effectiveness

Co

mp

etit

ive

Po

sit

ion

ing

Target markets

• Food industry organisations:– Producers– Food company processors– Retailers– **Private companies– **Government organisations– **Education

• Supply chain & logistics organisations

• Those exploring a sustainability strategy

Possible Integrated media strategy:

PhD research

Documentary

Wiki / blog Serious game

Second Life

Thank you! (Questions?)

Contact details: Marigo RaftopoulosDirectorStrategic Essentials Management ConsultantsTelephone: + 61 3 9563 6597Mobile/Cell: + 61 (0)412 183 735Skype: marigo.raftopoulosTwitter: Marigo RaftopoulosEmail: marigo@strategicessentials.com.auWeb: www.strategicessentials.com.au Blog: http://talesfromthecasbah.blogspot.com/