Today, people spend more time online than ever before. The average person consumes media nearly 11 hours each day and shifts their attention between their smartphone, tablet, and computer 21 times every hour. People no longer consider what they are looking at, but rather “What else they should be looking at?”
Whether you’re trying to reach a student, employee, or consumer, you are probably noticing that the way we communicate has fundamentally changed. Companies are asking themselves how to get and keep their audience’s attention.
Games are the answer.
They engage people with social and competitive elements, and as a result, heighten attention, sustain focus, and drive action. Here are just a few examples:
Employee Training - Meet James
As a sales rep for a pharmaceutical company, James is responsible for persuading doctors to prescribe his company's products. There's stiff competition and James has a limited amount of time to ensure doctors adopt his company's drug over his competitor’s. Every month James participates in two types of training on Product Knowledge and Communication Skills to up his sales game.
Technical reading material is delivered to James in small bite-sized segments along with reinforcement games, so he can actively engage with the information. With contextually relevant games, James can more effectively master each topic and skill in a risk-free environment.
Throughout the year, James attends sales meetings designed to catalyze excitement for his company's products. With meeting sizes ranging from 500-5,000 people, live
presentations are followed by individual or group reinforcement activities. Using games, leaderboards, and prizes for group learning builds camaraderie, social skills and friendly competition, ultimately leading to increased retention rates.
Whether James is training at home or in the classroom, each game he plays provides his company with meaningful data about his knowledge and behavior.
In addition to improving his sales skills, the training James receives through games, whether at home or in the classroom, provides his company with meaningful data about his knowledge and behavior.
K-12 Education – Meet Sara
Sara is in the 7 th grade and is growing up in a world with a high demand for workers with strong STEM (science, technology, engineering, and math) skills, fiscal responsibility, and social interactions.
To compete for Sara’s attention against her other activities and interests, her teacher uses Future Goals - Hockey Scholar Program . Sara learns and applies twelve STEM concepts, like calculating average skating speed, determining passing angles, and measuring friction with real hockey superstars in pursuit of the Stanley Cup. She’s encouraged to experiment through play and hone her problem-solving skills with parallels to the scientific process.
Sara’s teacher uses FutureSmart to help influence her financial future while she is still forming the habits that will follow her into adulthood. In FutureSmart , Sara is the mayor of a small town, helping local citizens make real-life financial decisions that include financial values and goal settings, budgeting and opportunity costs, risk vs. return, and more. By immersing Sara in a safe, virtual world she can learn and make mistakes without impacting her financial future, while embedding critical skills that she will use later in life.
Like many schools around the country, Sara’s school had issues with bullying. So her teacher implemented Character Playbook - Building Healthy Relationships: a graphic novel-style set of six, 30-minute modules that focuses on effective communication, conflict resolution, and fine tuning healthy relationships between peers. Character Playbook creates a journey of self-exploration for students like Sara in a safe, nurturing environment that helps them build integrity and a positive disposition during this crucial time in their development.
By integrating games into her curriculum, Sara is educated in a way that is relevant, engaging, supportive, successful and fun. And she still has time for band practice.
Consumer Marketing – Meet Michael
He’s your average Joe, er, Michael. Marketing to Michael is surprisingly difficult, given the fact that he’s being hit with marketing messages dozens of times a day. So how to break through the clutter and match Michael to his dream products? Hint: it’s games.
In a New Car
Michael is in the market for a new car. It’s a pretty big expense to just wing it, but with so many options, he doesn’t have the time to get behind the wheel of every car he’s interested in. Thankfully the ISF Track Time game lets him get behind the wheel of the new Lexus he’s had his eye on. With this racing simulation game Michael can customize his finishes and take the car out for a virtual test drive.
Out on the Town
A night out with friends is great, but there is only so much idle chitchat to be had. What else is there to do? The pool table? Looks like a new game just started. Darts? Half of the darts are missing! They need the fun and excitement of a competitive game that they can play now. Thankfully Michael’s brought along the Dos Equis Fire Ring Toss augmented reality (AR) game . Michael scans a Dos Equis bottle with his iPhone’s camera and he and his friends compete to become the most skilled metaphysical flaming-ring flinger.
Engaging with Michael through games not only allows him to make informed decisions, but also lets him feel connected with his purchases in a way that traditional marketing isn’t able to do.