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March 01, 2018 by Actando Consulting Team LEARNING SOLUTIONS > Serious Games

Serious Games Can Improve Sales and Marketing Decisions

     
Gaming is not merely a global phenomenon for entertainment, but also a strategic direction to more effectively engage and prepare our emerging workforce through rich, realistic, immersive learning environments where developing the knowledge, skills and competencies to master the game is directly aligned with the performance needed to excel on-the-job [IBM]. 

We know that today’s fast-paced world of business requires equally fast decision making.  We routinely must take quick actions or suffer the often-expensive consequences, so it is important to teach decision making as a core competency. Teaching decision making within complex business situations with all of its interdependencies can be quite challenging. Using learning solutions such as serious games (business simulations) can provide a risk-free experimental environment to teach, learn and do.

Serious games can engage the participants in real-life competitive scenarios of analysis and problem-solving. Passive learning is a thing of the past. Active learning solutions are now an essential part of any trainer's toolkit.


Simple Model of Decision Making

If we break decision making down to a simple model, it can look a little like this:

  • Recognize when a decision needs to be made
  • Consider the possible options
  • Evaluate the options
  • Make a decision, then
  • Evaluate how well that decision works

Participants strategically work towards a common goal through making decisions, while responding to their peers’ strategic decisions.

There are many decision-making points in business simulations / serious games, giving the participants the opportunity to solve multiple problems in rapid succession. Participants can conduct an analysis, make a decision, see the outcomes, adjust, try again and see the new results in compressed timeframes. This is ideal for newcomers to the business discipline being taught and also for more senior personnel to sharpen their skills. Serious games provide a real-world experience while teaching practical skills. Simulations can also teach core elements of real life, such as the dynamics of teamwork and human interaction in a business framework.

LEARN ABOUT ACTANDO SERIOUS GAMES / BUSINESS SIMULATIONS FOR PHARMA:

                BUSINESS SIMULATIONS FOR SALES
             BUSINESS SIMULATIONS FOR MARKETING

  • BRAND MANAGEMENT SIMULATION
  • MULTICHANNEL MARKETING SIMULATION
  • LAUNCH EXCELLENCE SIMULATION
  • STRATEGIC MARKETING SIMULATION
  • SEGMENTATION & TARGETING SIMULATION
  • SEGMENTATION & TARGETING (LEVEL 2) SIMULATION



        Download  MARKETING SIMULATIONS

 

 

 

  • TERRITORY MANAGEMENT SIMULATION
  • REGIONAL MANAGEMENT SIMULATION
  • SEGMENTATION & TARGETING SIMULATION
  • SEGMENTATION & TARGETING (LEVEL 2) SIMULATION
  • KEY ACCOUNT MANAGEMENT SIMULATION
  • KEY ACCOUNT MANAGEMENT (LEVEL 2) SIMULATION
  • NEGOTIATION SIMULATION
  • CALL DETAILING / VIRTUAL VISIT SIMULATION
  • COACHING SIMULATION

              Download  SALES SIMULATIONS     

 

Benefits

Serious Games / business simulations increase learning retention by immersing learners in realistic scenarios and challenges A meta-analysis by the UC-Denver Business School concluded that those who played learning games had achieved 11% higher factual knowledge, 14% higher skill-based knowledge, and 9% higher retention rate than those who used other methods. [IBM]. The benefits are numerous:

  • Application of learning and mindset change
  • Learning in a risk-free environment
  • Highly engaging based on competition, interaction, and regular feedback during the game
  • Rewarding based on ability to see progress throughout the game
  • Confidence building through support and reinforcement of concepts being applied to optimize results..

 Integrated Learning

Like most learning modes, serious games are usually not a standalone tool. When combined with other learning experiences including pre- and post-assessment, online self-study modules, face-to-face classroom training, and ongoing coaching sessions, they will be even more effective.

Games require expert facilitation. A skilled facilitator will begin with a brief explanation of the software and how to work with it.  Remember to keep the instructional part as short and informative as you can and get participants going on the experience quickly in order to engage them and set the pace for the session. Ensure they have access to some reference materials to provide context to the case and to help them immerse in the scenario. Letting learners know what can go wrong is also valuable. Be a guide on the side.

Working in teams provides the best opportunity to pool knowledge and challenge each other. Before engaging with the simulation software, the learners can note any assumptions and begin to formalize the process and desired outcomes. Making the analysis and decision-making time restrictive mitigates the risk of the learners becoming passive.

At the end of each step in the simulation, it is important to review the decisions and rationales. If running a team competition, it may be stimulating to give progressive scores. At the end, allow enough time for a deep review and the identification of learning through both failures.

Learn by Doing

Instructional serious games / business simulations provide excellent learning opportunities. ‘Learning by doing’ in a safe simulated environment of real-life scenarios, empowers the learner to experiment, compete with their colleagues and see the results of their decisions quickly.  The end result is increased knowledge and improved confidence to do the job required.

People like playing games; why not benefit in your next learning opportunity?

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If you are interested in our mobile learning solutions on digital channels, contact Actando.

The Actando Consulting Team