Changing the Game | David Edery

Summary of: Changing the Game: How Video Games Are Transforming the Future of Business
By: David Edery

Introduction

Immerse yourself in the world of video games and discover how businesses are transforming the future with this innovative medium. In the book summary of ‘Changing the Game: How Video Games Are Transforming the Future of Business’ by David Edery, you will learn about the various ways companies can utilize video games in their daily operations, from promoting products and services to improving customer relationships and employee performance. As we explore the immense revenue generated by the video game industry, you’ll understand the importance of integrating this powerful tool into the workplace. Not only do video games foster teamwork, innovation, and problem-solving abilities, but they also provide unique opportunities for user innovation, advertising, and recruiting.

The Power of Video Games in the Workplace

Video games are not just a leisure activity, as more and more companies are integrating them into their daily practices. From promoting products and services to improving customer relations and raising workplace performance, the possibilities are endless. Video games can even be used in medical training, where surgeons who use game simulators make fewer mistakes in real-life surgeries. Despite generating more income than Hollywood box office revenues, many managers are still hesitant to implement them in the workplace. However, video games have enormous training potential and can cultivate crucial workplace traits such as teamwork, innovation, and problem-solving abilities. Popular games like World of Warcraft can even create online communities where players can interact creatively and develop new content. While some criticize video games for promoting violence and childhood obesity, studies suggest that no link exists between video game violence and crime. In fact, games may even help combat the obesity epidemic when they require physical participation, such as with the Nintendo Wii console. Overall, video games can make all the difference between success and failure in the workplace, and any company would benefit from incorporating them into their practices.

Advertising in Video Games

Companies are finding success in advertising within video games by incorporating ad placements into the game’s landscapes and creating advergames that engage and motivate players. Advertisements in games tend to be more compelling and effective than traditional ads and can even become an integral part of the plot. Companies must carefully consider the virtual environment in which their brand is being promoted. Adverworlds, virtual worlds that incorporate real-life products, foster connections with consumers.

The Power of Video Games in Corporate Training

Video games are not just meant for entertainment, as they have the potential to inform, educate and instruct people. With a growing number of organizations using video games to train employees, U.S. companies invested more than $46 billion in corporate training in 2006. Early educational video games were deemed primitive and boring, but modern studies show that employees respond more favorably to video training than to traditional classroom instruction. To be effective, video games should be 80% fun and 20% efficient, motivating employees to train voluntarily. Fun is vital in any training game, but instruction is the ultimate goal. Companies use selected video games to teach employees three essential skills they need to excel in an interconnected world: working in teams, thinking in systems, and learning from virtual experience.

Innovative Recruiting Methods

The use of realistic and challenging games to recruit potential employees is gaining popularity in today’s market. The US Army’s game, America’s Army, and L’Oreal’s e-Strat Challenge are two examples of effective recruiting games that provide potential candidates with a realistic overview of the companies while filtering out unqualified applicants. America’s Army promotes the Army’s image among young men, placing players on the battlefield only after completing proper training, while e-Strat Challenge tests the business acumen of students globally seeking careers in the beauty industry. L’Oreal invites 16 teams to its final round and awards the winning team a free trip anywhere in the world. Using these games has allowed L’Oreal to hire 200 employees through e-Strat and an additional 400 through other games. The challenge of designing engaging and competitive games that not only attract candidates from the target audience but achieve the company’s objectives remains a significant hurdle.

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