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Serious New Learning Rotterdam, The Netherlands Rotterdam is one of the leaders in the e-learning and serious and applied games sector in Europe. The Rotterdam Media Commission feels that there is huge innovative potential with farreaching spin-off possibilities for education, health care, logistics and other commercial sectors. With this publication, RMC aims to inform (international) businesses and organizations about the possibilities of e-learning, serious and applied games and gamification by organizations in (or close to) Rotterdam. Rotterdam Media Commission Lloydstraat 11H 3024 EA Rotterdam The Netherlands T: (+31)(0)10 - 221 4080 M: info@rmc.rotterdam.nl W: www.rmc.rotterdam.nl Jan Hoogesteijn - Managing Director Please contact the following members of the Rotterdam Media Commission for more information:

Contents Logistics & Safety logistics

Human Resource 4. Management



Logistics: a new way of training Saving money with games

Production: Control Magazine Vakblad van de Nederlandse gamesindustrie Neude 5, 3512 AD Utrecht, The Netherlands T: (+31)(0)30 231 99 14 M: redactie@control-online.nl W: www.control-online.nl Matthijs Dierckx (publisher) Eric Bartelson (editor-in-chief) Contributers: Arjan Terpstra, Niels 't Hooft, René Bartelson, Arno Landsbergen, Rick Sorgdrager Textcase www.textcase.nl

finding the right personnel is a difficult and time-consuming job. so what if a game could take it off your hands? >>

"You can definitely get very seasick." Bert Visser laughs down the phone, standing in one of his employer Van Oord's dredge simulators. He has seen students turn grey when the sea billows on the giant screen on the wall. "But you generally don't have time for that. Most of them are very focused on the dredging and that's what counts." A digital dredge simulator? Envisage an office space that is transformed into a dredging ship's work station with a huge, 5 meter wide rounded off screen. Six projectors create a panoramic image of the outside world.

suction hopper dredges.


Dredging on these ships is computer controlled, with the crew using joy sticks, control boards and computer screens. The simulator uses exactly the same program with the exact same setup, but on dry land. Visser: "With dredging, it's all about who's the most efficient. This digital simulator allows you to start training sessions where you can make mistakes or try a new approach. You've got a major advantage over the competition when you start a new job - their personnel has to figure out what to do on the spot."

nAutis tug trainer What: A simulator to train tugboat captains. By: VSTEP, a world-renowned developer of serious games in Rotterdam. VSTEP regularly collaborates with companies in the logistics sector.

A sErious gAmE thAt AlloWs DrivErs to prActicE thEir crAnE skills on A lAptop on boArD Without lEAving thE cAfEtEriA. This is where the Rotterdam dredging company trains their personnel for their fleet of cutter suction and trailing

Van Oord's dredge simulator is just one example of a digitized learning environment in this sector. EMO, for instance, has a digitized crane simulator for dry bulk cargo transshipment, and the Offshore Simulator Centre in Ålesund, Norway, has a number of simulators for offshore cranes. The OSC provides a lot of digital training programs, from anchor handling for tugboat crews to navigation for captains, and has a 360˚ projection dome at the centre of the building. Rolls Royce Marine does things slightly different and adds a serious game to their stabilizing cranes on tugboats, so drivers can practice their crane skills on a laptop without leaving the cafeteria. And Huisman, who designed the oil drill ships Globetrotter 1 and 2 for Noble, ordered a simulator as well. Not only to train Noble's personnel in complicated Globetrotter procedures, but also to test the ships' software before they set off.


And that saves money, says Martin van den Berg of MCW, a multimedia company in Rotterdam. "The same software is used for the simulator and the ship itself. So a simulation is perfect for getting rid of system bugs and training your crew, even before a ship is launched." And that's not all. "Huisman is getting an enormous amount of exposure because the simulator allows them to show their expertise. You don't just buy a ship off them, but through their specialized training programs you also acquire the knowledge to operate and work with it.' At Ivory Lake, the company in Leiden that helped develop the dredge simulator, they know that time means money at Van Oord as well. "In this industry, you earn money per cubic meter of sand moved," says Jean-Paul Franssen. "If you let personnel train with real ships,

you're effectively throwing away money. With the simulator, you can add a new crew that looks for different solutions as a team. What commands does a captain give when the engine fails, and how does the crew react? In other words, you can also train managerial skills." So digital programs are nothing but good news? E-learning is on the rise as well - theory lessons from a real book are a thing of the past. But not all digital products are successful, says Pjotr van Schothorst of VSTEP in Rotterdam. They have built an impressive range of marine transport simulations to train pilots and coast guards, for example. "It is very important that this kind of training is taken on board by the company." He refrains from naming names, but it has happened that a large technical company ordered an expensive simulator and forgot to schedule training sessions for their personnel.

"The company had asked for a simulator with a gaming element, so people would automatically like it. It didn't quite work that way when it turned out people were expected to use the simulator outside of normal working hours."

coMPAniEs Below is a list of some of the companies that are working on serious games and e-learning and logistics: VstEP Rotterdam

The Rolls Royce Marine stabilizing crane simulator was developed by Paladin Studios in The Hague and is, in fact, a pretty specific game of crane driving. Derk de Geus, CEO: "The simulator has a points-based system which allows you to get a high score for specific maneuvers on each ship. The simulator laptop is usually located in the ship's cafeteria." So let us guess - the laptops are quickly gathering dust because the crane drivers have better things to do? "Well, the opposite, actually - they're really trying to improve their high score. Even if there are only two drivers on a ship they're trying to outdo each other."

McW studios Rotterdam ivory lake Leiden Paladin studios The Hague E-semble Delft cleVr Delft check the directory (page 22-27) for more information on each company. >>

4 • sErious nEW lEArning: rottErdAM

serious new learning: rotterdam • 5

Education Education


Left: Juf-in-a-Box graphics. The game, developed by Ranj Serious Games in Rotterdam, has won many prizes and is meant to help children with (physical) writing skills (see next page for more information). Far left: Enercities by Paladin in The Hague, developed for schools. The game helps children to understand complex issues involving the economy, energy and the environment.

Games & e-learning in the classroom E-learning and serious games are on the rise in education. More and more they prove to be efficient and relatively cost-effective tools. But teachers are still necessary. For years now, the Netherlands have been in the forefront of education and games, partially because of their thriving e-learning tradition. It's no wonder, really, seeing as learning and playing are so closely related. A child who is learning how to walk, feels pretty much the same thing as an adult who finishes a Mario game, according to a well-known game designer. Both are having an equally good time. "Fun is the way for our brains to make us want to learn," says the game designer. Good games remain exciting because they constantly give the gamer something new to learn. They more or less offer an automated learning process: Initially they're vast, undocumented

new worlds, yet at the end, the gamer has learnt everything he or she possibly can. The gamer thoroughly knows and understands the game.


Most games teach you a lot about... the game itself. Which buttons to push in order to do a fight move, the solutions to abstract puzzles, the locations of fictional places in a fantasy world. The principle behind serious games is that you can use the same mechanisms to teach people something about the real world. Take, for example, Juf-in-a-Box (Teacher in a Box) by Ranj in Rotterdam. One in four pupils in primary school education has difficulty writing. This is a worrying development as handwriting is good for language

development, reading comprehension and fine motor skills. Plenty of reason to train the skills of writing in a playful way. Juf-in-a-Box does exactly that. It lets primary school children use a digital pen to move small monsters around on a Wacom tablet. Every exercise is based on the latest in children's physiotherapy research. The game was developed by TNO, Donders Institute, the Radboud Universiteit and Avans Hogeschool.

E-learning and gamification


lucidious Rotterdam ranj serious games Rotterdam thingks Zoetermeer Vertigo games Rotterdam check the directory (page 22-27) for more information on each company.


In the Netherlands, a growing number of companies are using games to find new personnel. One of the most well-known examples is the Houthoff Buruma law firm. Every year, about 800 candidates need to be screened and tested. The serious games studio Ranj in Rotterdam developed a game in which candidates have to work a real case. They have to show that they know their way around the actual practice of a law firm. The game does not only help HRM to select the right candidates, it has turned out to be an excellent marketing tool as well. Houthoff Buruma The Game has won various international prizes.

We mentioned the Dutch e-learning tradition. Although serious games and e-learning use the same medium, software on a screen, they are fundamentally different. E-learning transfers analogue textbooks and exams to a digital environment. This has many advantages. It is much easier to adapt tasks on an individual basis. And also, the quicker the feedback, the quicker someone learns. In some cases, e-learning makes it possible to reduce the amount of time between task and feedback to zero. Then there is a new trend - gamification. Gamification means that gaming elements are attached to existing software, for instance receiving a reward for achieving a certain goal (let's say, a percentage of correct answers in a test). For example, e-learning is perfectly suited to hand out medals or rewards to successful students. The difference between e-learning and a (serious) game is quite obvious and literal: a serious game is a game with its own rules. The strength of a game as an educational tool lies in repetition. Repetition is an effective educational strategy, but it is often boring. Games offer an attractive package that keeps players motivated.


E-learning and serious games will never replace teachers. They are simply means to support them. When used in the right way, they can facilitate more individual attention and help teachers to get better results. They are not tied to a certain age group. A good game development studio, and there are plenty of those in and close to Rotterdam, understands that children want to be challenged differently than, say, a professional who is asked to follow a additional training program.

above: Houthoff Buruma The Game • Ranj Serious Games in Rotterdam developed a game for a well-known law firm in which candidates are presented with a real case

Another example is the horticultural (greenhouse) sector. For years, the industry was faced with dwindling numbers of employees. Nowadays, they try to attract young people by using specific games. It's Alive is a fun game whereby young people can compete using their Facebook or Hyves account. A more serious game is Horti Business Challenge 3.0, which deals with every aspect of the horticultural industry. This business simulation had online preliminary rounds and a live final with the seven best scoring teams. The result: 16- to 24-year olds, a notoriously difficult age category to motivate, now show a greater interest in the horticultural sector.

"Tailored games are an opTion for every secTor" The Dienst Justitiële Inrichtingen (Custodial Institutions Agency) is looking for new employees by using a game about dayto-day operations in a penitentiary institution. Councils have developed the game De Nacht Van... (The Night Of...) to attract prospective personnel. The gamer becomes the events coordinator for a big festival. In short: tailored games are an option for every sector.

The game creaTes a personal profile of each parTicipanT's managerial qualiTies.

Developer - ITpreneurs CSI BV Client - Own product Link • www.werkendnederlands.nl

1. What is the aim of this project?

2. How was the 'blended learning' program created?

There are more and more non-native Dutch speakers at work in the Netherlands. A large part of this group doesn't know Dutch at all. Employers and training centers feel an increasing need for a language program to train these employees. A traditional language course is a big time investment for the employee. This is when the idea for an e-learning language program was born. With Werkend Nederlands, 70% of participants' language levels and other skills and knowledge can be improved independently. Course materials are based on work place situations, skills and knowledge.

3. What are the results?

In 2012, when the program was introduced, ITpreneurs managed to sign on a number of big companies, for example the Jumbo Academy (Jumbo supermarkets) and OTTO Workforce (an international intermediary company). There are now more than 2000 active participants, the first of whom will conclude their language course soon.

//Berenschot Business assessment game Developer - Lucidious Client - Berenschot

1. What is the aim of the game?

The Berenschot Business Assessment Game presents the participants with an explosive management conflict. Strategic insight, (inter)personal skills and analytical capacities are required to resolve this conflict. Participants are challenged and judged on their competencies, and the game creates a personal profile of their management qualities.

3. What are the results?

One very important outcome for both parties was that the game offered the possibility to make a cost-effective transition from a traditional instrument for competence development and assessment to an attractive and flexible game that provides concrete results. From now on, participants can undergo assessment whenever and wherever they choose.

2. How was the game created?

A successful collaboration between Berenschot and Lucidious made the best of both worlds come together. In just four months, Berenschot combined their knowledge about assessments and role playing with Lucidious' 3D technology and business storytelling. At the moment, the game is being validated to make trustworthy statements. The result is a fun and exciting online recruitment and assessment game that can be used by many different clients.

8 • serious new learning: rotterdam

"The resulT is a fun and exciTing online recruiTmenT and assessmenT game ThaT can be used by many differenT clienTs."


serious new learning: rotterdam • 9


health care introduction

Solutions for the health care sector

Games for doctors and patients Games are a solution to many problems in the health care sector. They are able to help both patients and medical staff. >>

Why should we invest in serious games for our health care sector? Because health care isn't fun. There is nothing funny about being confronted with your own mortality. Or with pain and discomfort. Games can make patients temporarily forget their misery. They can train them in a playful way to take their medication on time, by making them understand their disease a bit better. But games can also help prevent illness by promoting a healthier lifestyle. When it comes to patient care, games can be used in a variety of ways.


Serious games in the health care sector aren't just suitable for patients, doctors can also benefit from game techniques in training programs and simulation. Games are a cheap and often surprisingly effective way to teach doctors to collaborate, take in knowledge and communicate better. A game can make difficult medical procedures easier to understand. Games make repetitive exercises fun by adding, for instance, a competitive element so doctors keep playing (and training) to improve their high score. That is why serious games are important for the health care sector.



Children in hospital often seem more vulnerable. That is why dozens of games have been developed that help children deal with their situation. A wellknown example is the Re-Mission game by Pamela Kato, an American psychologist working in the Netherlands. In the game, young cancer patients battle the bad cells in their bodies and learn about the effects of the various treatments and medications. Clinical tests show that children who play the game know more about their illness and are better at taking their medication than non-gamers.



The Rotterdam studio Redmax developed an app to help obese children to change their eating habits and patterns of behaviour. Obesity is becoming a worldwide problem and the health risks to that group are considerable. It is therefore important to get overweight children to lose weight. This game helps them do that. By linking attainable goals to rewards, their behaviour really changes. The development and deployment of these kinds of mobile games is relatively cheap, but very effective.

Below are some of the companies that specialize in the field of serious games or e-learning and education ranJ Serious Games Rotterdam tygron The Hague organiq new Media Rotterdam


Burn victims usually have to undergo extremely painful treatments. The bandage on the wounds needs to be changed very regularly to prevent infections and the damaged skin from sticking to the bandage. It's a very precise job that patients find extremely tedious. The Snow World game provides a solution. When changing the bandage, the patient wears a pair of Virtual Reality glasses. The patient gets immersed in a snowy world where he or she throws snowballs at penguins and snow men. The game offers relief from pain.

Lucidious Rotterdam Be involved The Hague Shareworks Rotterdam check the directory (page 22-27) for more information on each company. >>

Business Services

The population of the Netherlands is rapidly growing older, which, to put it bluntly, brings with it a number of problems. The more seniors there are, the more people will eventually end up in hospital. At the moment, games are being used to keep the elderly fit. Soldiers in military hospitals all over the world are recuperating with Dutch game techniques. Learning to walk again after an attack is made possible by a specially designed treadmill with a large surrounding screen. Again, playing a game isn't seen as work or exercise, so people are able to train for much longer and with much more intensity. Post traumatic stress victims also benefit from game techniques. Patients relive stressful situations in a safe computer simulated environment and learn to cope with their fears.

above: Vertigo Games in Rotterdam developed a training game for doctors and nurses at the Rotterdam Eye Hospital (see next page for more information)

WanTinG To score Well in fronT of your colleaGues Turns ouT To be a poWerful incenTive To do some exTra sTudyinG. Safety

Not only patients, but staff benefit from games and game techniques as well. Vertigo Games in Rotterdam built a real-life simulation for the Rotterdam Eye Hospital to train their personnel in safety procedures. The game has also been made available on iPad, so it is very easy to play. The gamers receive immediate feedback about their results. Surgeons perfect their technique by playing games that are controlled by laparoscopic instruments. Anaesthesiologists test each other and themselves with online quizzes. Wanting to score well in front of your colleagues turns out to be a powerful incentive to do some extra studying. Medical operating teams learn how to communicate better in a simulator and young doctors are taught to suppress stress, which reduces the chances of them making a wrong decision. Health care benefits from a focused use of games. Whether it's about training programs, simulation, educating people, pain relief, behavioural changes or pure distraction, games are multifunctional and are becoming more and more prominent in the health care sector.

companieS Below is a list of some of the companies that are working on serious games and e-learning and health care: ranJ Serious Games Rotterdam Vertigo Games Rotterdam redmax Rotterdam dutch learning Factory Rotterdam itpreneurs Rotterdam thingks Zoetermeer cleVr Delft check the directory (page 22-27) for more information on each company. >>

14 • SeriouS new learninG: rotterdam

serious new learning: rotterdam • 15

Marketing 18. & Communication 20. marKeting & CommuniCation



Case studies // Business Services

"Why Not explaIN the chaNGeS IN a playful MaNNer?"


"E-lEarning and sErious gaMEs will nEvEr rEplacE tEachErs"

serious new learning: rotterdam • 11

Playful Advertising

Case studies // Marketing & Communication "The app has been downloaded abouT 1700 Times"


Games to Business

Solutions to Business Services In business there is still much to explain. New procedures? Modified legislation? Why not use a game? the following companies, among others, are active in the serious gaming area or in e-learning within business services. itpreneurs Rotterdam ranj serious games Rotterdam organiq new media Rotterdam zicht online Rotterdam identity games Rotterdam delfttech Delft consult the directory at the end of this magazine for more company information.

After a serious reorganization, there is often uncertainty among personnel and customers. What will happen to the usual way of doing business? The organization may have been streamlined, but if it has worked in the same way for years, then a change need not necessarily feel like an improvement for personnel and customers. And there the games pop up again. So why not explain the changes in a playful manner? This is exactly what is happening within a growing number of companies and organizations.


There are naturalization programs, for example, that with the help of gaming techniques have been adapted for use at home. Virtual Naturalization is the name given to online language courses by their developer ITpreneurs and their provider Agens. Because students follow the lessons from home, non-attendance has been almost completely abolished and the results are clearly good thanks to a complete focus on the learning material. Lessons are individually given, but it is also possible to give classroom-style lessons to a group of people spread over different locations.


Last year, the freight handling process at Schiphol Airport was drastically revamped. The new handling process has been named SmartGate by Customs in collaboration with the airport. By having obligatory processes (such as the clearing of goods at Customs) take place beforehand, freight handling proceeds

more quickly. In order to give SmartGate users more insight into the cargo trade chain and to engage them more in the process, the SmartGate Game was developed. Players must manage the logistics chain, paying attention to speed, efficiency, reliability, and quality. The result? Awareness of the cargo trade chain has enormously increased.

Internal Revenue

Generally the Internal Revenue Service has competent employees who possess a decent amount of knowledge about an often complex subject. But management saw that something was missing, something they called soft competences. These include language skills, people skills, communication skills, management, and leadership; talents other than subject matter and case knowledge. To train these competences, a serious gaming studio developed the game Code 4. It does not play out on the monitor, but around the participants through the use of actors, special purpose websites, telephone calls and emails. By collaborating, researching, and consulting each other, the teams could make progress within the game. There are countless examples of such games to instruct personnel, customers or consumers. These range from personnel trainings with a competitive element to tours taken in virtual cars. Also here the possibilities are limitless.

//Virtual naturalization Developer • ITpreneurs CSI BV. Client • Agens Link • www.itpreneurs.nl

1. What is the aim of the project?

The purpose of the Virtual Naturalization is to create a learning experience that is almost the same as that of a traditional classroom, but within a virtual environment. The main goal of this was to reduce both operating costs and non-attendance. Another goal was to form groups made up of geographically dispersed students.

2. How did the game come about?

//heartware the game Developer • Ranj Serious Games Client • Home-fix Singapore / NBDA Asia Link • www.ranj.com

1. What is the aim of the game?

By means of a mobile game help the sales force transition from "Smile-GreetThank-You" types to aspiring salespeople. Players are challenged in stages to speak with virtual customers and to come up with good sales advice and a transaction. During the game, knowledge of products is trained at the same time. This knowledge can be directly applied to sales pitches.

2. How did the game come about?

Agens had already been using ITpreneurs' naturalization methods for some time. Both parties recognized the possibilities and advantages in efficiency that would result from teaching courses via a virtual classroom. The first step was to adapt the learning material for the Virtual Classroom. Next, instructors and students were trained in the new way of learning. Agens teachers took it upon themselves to do the preparatory work by providing the virtual lessons. The pilot study was satisfactorily completed after 6 months and has by now become a standard component of Agens' offering.

Ranj developed a serious gaming method for Heartware called "Changing the Dialogue" which allows players to practice and experiment speaking and sales techniques in a safe environment. Cases and content were made in dialogue with the customer. Use of this method quickly leads to playable results while at the same time the game is tailored to the wishes and needs of the customer. HR managers can form teams in their own online environment, track the progress of the players and examine the results. The development process lasts about 3 months from start to a playable game.

3. What were the results?

Assessments reveal that Heartware The Game significantly raises selling ability compared to conventional classroom training. In locations where personnel had played the game, the service excellence rose to 3.5% above the level of other locations which underwent conventional training.

Participants from various Agens localities took online lessons for 6 months. Attendance was great and all students were present. Students find the new teaching method enjoyable. A major advantage is that a student can easily follow the lessons from his own home. This leads to less nonattendance and lowers the operating costs of the teaching institute.

3. What were the results?

Game & App Development in 4 phases

Directory Copyright © 2013 Rotterdam Media Commission All Rights Reserved

itpreneurs Rotterdam

Today's gamer is tomorrow's leader. This was, simply put, the conclusion of the Virtual Worlds, Real Leaders study by IBM and MIT. It might sound far fetched, but their arguments are convincing. In online role playing games like the immensely popular World of Warcraft, gamers unite in so-called Guilds to combat a host of monsters. The leaders of those Guilds slowly learn to take risks and to communicate with an international team in a playful way. Research suggests that companies should start to screen their prospective employees on gaming experience.

From complex to simple

Another important element of games is that they can slowly unravel relatively complex questions and make them easy to understand. A good example is Enercities, a game that was developed in the Netherlands. The game, developed for pupils, challenges the player to create a city, while on the one hand taking into account the needs and wishes of citizens, and on the other hand the burden on the environment. During an hour long play session, children learn a lesson of nuances. For instance that the choice for green energy is not always economically viable, but also that the cheapest and fastest solutions are not always the best ones in the long run. Enercities was developed with EU support and the game plus its materials has been used in schools throughout Europe.

10 • SEriouS nEw LEarninG: rottErdaM

Business serVices

Below is a list of some of the companies that are working on serious games and e-learning and hrm:

//werkend nederlands

The aim of Werkend Nederlands is to improve the language levels and knowledge and skills of non-native speakers. This leads to better safety guarantees in the workplace, and greater efficiency and customer satisfaction.

10. Health care


18 • serious new learning: rotterdam

Serious New Learning Rotterdam is made possible by:

Case studies // HRM

HRM: games for recruitment and selection


Images: Explicit or implicit permission was obtained for all images used in this edition and it is not allowed to distribute them further. A big thank you to all companies and studios for supplying the images.

Gamers as good employees

Below: Images from NAUTIS Port Security Awareness by VSTEP. A complete 3D training tool for port security personnel, with situations both on water and land.

E-learning and serious games are advancing in the marine transport sector. What are the advantages compared to classical training methods? Dutch experts explain. >>

A new way of learning

Hedi D. Legerstee (HRM, education, health care and marketing&communications) E: h.legerstee@rmc.rotterdam.nl


left: Cutter Suction Dredger Simulator by Ivory Lake. The soil is 'cut' into sections, which are sucked up by cutter suction dredger Althea. Then the soil is transferred to the adjacent hopper barge.

Maartje Glas (business services) E: m.glas@rmc.rotterdam.nl Saskia Kagchèl (logistics&port, safety) E: s.kagchel@rmc.rotterdam.nl



//Bediening Van een schakelstation Developer • DelftTech BV Client • Manager of the Rotterdam energy infrastructure

1. What is the aim of the game?

The goal was to increase personnel quality so that all kinds of complex procedures could be safely carried out in switching stations.

2. How did the game come about?

The customer manages a range of diverse equipment with which a small team of technicians have to safely work with. The consequences of a mistake are significant. There could be victims, while at the same time a city district could end up without electricity. The customer is also confronted with the retirement of the older experienced guard, which is why education and training is of importance.

3. What were the results?

This involved a pilot done at a switching station together with a number of operations. The pilot was well received and needs to be expanded in the future ('City Game') to a game in which various switching stations influence each other and in which other elements are integrated.


"ServIce excelleNce roSe at thoSe locatIoNS Where perSoNNel played the GaMe" serious new learning: rotterdam • 19

New marketing & communication

Games can cast a product in a positive light. but then the game has to be fun. >> ComPanies the following companies, among others, are active in the serious gaming area or in e-learning within business services. Zicht online Rotterdam rnw Conceptdesign Rotterdam dpdk Rotterdam thingks Zoetermeer Consult the directory at the end of this magazine for more company information.

In our daily lives we are surrounded by advertising. Whether on television, radio, or internet, in magazines and newspapers, on billboards alongside the road, you cannot escape its presence. There is nothing wrong with this since advertising is in many ways the grease in the economic machine. But people seem to have become immune to advertising messages. With advergames, you reverse the roles. Correction: with fun advergames you reverse the roles. The consumer actively goes for a brand because "it has such a fun game that all of my friends are playing it too". And we do not, of course, mean an old game in which PacMan has been replaced by a Dr. Oetker pizza or in which a Heinz tomato ketchup bottle does double duty as a cheap Space Invader shooting aliens out of space. No, modern advergames distinguish themselves with original game concepts, good game action, and fine graphics. Above all, they have a social character whereby one press of a button informs all your Facebook cronies of the high score in your last Heineken game.

Efteling and Batman

Dutch amusement park De Efteling introduced the new Raveleijn park attraction last year. The amusement park did that with a book, a TV series

and an online game. In this way the game became an integral part of the promotion for the park show. With success. For Hollywood blockbusters (we are dealing with cinema films) millions of dollars are spent on promotion. These days a fixed component of marketing is an online game, and these are often made in the Netherlands. In the last few years we have played games like Sherlock Holmes, Batman, Wrath of the Titans, Green Lantern and Madagascar. All of them made in Holland.

Audi and enviromental protection

The list goes on. The most disparate brands and organizations profile themselves with a game. It turns out that advergame players rate the associated brand positively. This is good for the advertiser. The fact that one advergame promotes the latest Audi model while another environmental protection game tries to discourage driving, does not matter. The only thing that counts is whether you can get people to share your opinion. Games help in this respect.

above: The Rotterdam gaming studio Codeglue makes clothes for the virtual world PlayStation Home. For the Canadian clothing brand UloveGreen, the studio makes a digital version of the real collection. In the virtual world, gamers buy these garments so they can clothe their avatars. This enables UloveGreen to gain name recognition within a group of potential buyers that it can barely approach. Of course the idea is to have female gamers buy not only the virtual world garments, but also the real world stuff. www.codeglue.com

//tHe sHarPest entrePreneur in tHe netHerlands Developer • Zicht Online Client • De Zaak (Sdu uitgevers)

1. What is the aim of the project?

To have entrepreneurs learn about the De Zaak magazine in a low threshold and playful manner. The questions are representative of the magazine's editorial style and of the subjects covered.

2. How did the game come about?

In the project we made optimal use of the client' s editorial strength and our own expertise in order to relate the story of De Zaak in a playful manner. Budget was restricted and time was limited. The main conceptual threads had to be quickly worked out. The idea was to hold a knowledge quiz emphasizing De Zaak's professional know-how and to have entrepreneurs become acquainted with the magazine's editorial style. In addition to the quality of the questions, most of the attenton went to the layout and continuous optimization of conversions.

3. What were the results?

The knowledge quiz attracted 3500 visitors, 75% of which took the quiz. 42% of players registered and 10% of these signed up for the newsletter.

//eXPerienCe tHe HarBor Developer • RNW Conceptdesign together with Aldo Hoeben Client • Stadshavens Rotterdam & Havenbedrijf Rotterdam N.V. Link • www.stadshavensrotterdam.nl/ download-de-app-beleef-de-haven

1. What is the aim of the project?

To inform companies and visitors of developments in the area.

2. How did the game come about?

Approached Stadhavens on my own initiative. A year later the entire policy was incorporated in the home application.

3. What were the results?

About 1700 downloads. Companies can find each other and visitors have been informed.

20 • serious new learning: rotterdam

The Tendering Process 28. What to pay attention to?

//Karwei indoor raCe Developer • dpdk

dpdk has a 360° camera with which special photos can be made. For the renovated Karwei hardware stores, dpdk conceived and produced a 360° video campaign. Players race through a virtual Karwei store and search in different places for items to decorate their favorite room.

serious new learning: rotterdam • 21


Dozens of serious games and e-learning businesses from Rotterdam and surroundings 22.

Profile for Control Magazine

Serious New Learning Rotterdam (English)  

A special magazine showcasing a wide variety of Serious Games and E-learning. Produced by Rotterdam, The Netherlands, one of the worldwide l...

Serious New Learning Rotterdam (English)  

A special magazine showcasing a wide variety of Serious Games and E-learning. Produced by Rotterdam, The Netherlands, one of the worldwide l...


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