“This beer is off!”:building a dialogue game for servitization

Uren, Victoria and Petridis, Panagiotis (2015). “This beer is off!”:building a dialogue game for servitization. IN: Servitization : the theory and impact. Baines, Tim and Harrison, David K. (eds) Birmingham (UK): Aston University.


Purpose: Development and evaluation of a prototype dialogue game for servitization is reported. Design/methodology/approach: This paper reports the design of the iServe game, from user centered design, through implementation using the Unity games engine to evaluation, a process which took 270 researcher hours. Findings: No relationship was found between either age or gaming experience and usability. Participants who identified themselves as non-experts in servitization recognized the potential of the game to teach servitization concepts to other novice learners. Originality/value: The potential of business games for education and executive development has been recognized but factors, including high development cost, inhibit their uptake. Games engines offer a potential solution.

Divisions: Aston Business School > Operations & information management
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Aston Business School > Operations & information management research group
Aston Business School
Additional Information: © Aston Business School Funding: EPSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1
Event Title: Spring Servitization Conference SSC2015
Event Type: Other
Event Dates: 2015-05-18 - 2015-05-19
Uncontrolled Keywords: serious games,game design,evaluation
Published Date: 2015-05
Authors: Uren, Victoria
Petridis, Panagiotis ( 0000-0003-3593-8261)



Version: Published Version

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