Transforming the adoption of Product Service Systems through innovations in applied gaming technology

Lead Research Organisation: Coventry University
Department Name: Serious Games Institute

Abstract

Servitization is the process of transforming manufacturers to compete through Product-Service Systems (PSS) rather than products alone. The commercial and environmental benefits of PSSs are compelling and well documented (Rolls-Royce earning over 50% of their revenue from services is cited to exhaustion). The opportunities are immense (three quarters of wealth world-wide is now created through performing services) and so politically PSSs are seen as key to industrial success in the 21st Century.

Adoption of PSS is frustratingly slow in mainstream manufacturing. Superficially the concepts find appeal but fail to gain traction as the potential implications to a business are complex. In the meantime, China is catching up (Chinese manufacturing companies offering services have grown from 2 - 20% since 2006). In the UK, we need to get better at informing, educating and training, our senior manufacturing managers about PSS and servitization, giving them the means to visualize the potential impact upon their business.

Gamification offers a radical solution. Gamification bridges video-gaming technologies and computer simulations to offer three-dimensional virtual worlds, dynamic and content-rich, which can be used to entertain, educate and inform. This is especially innovative for user engagement, supporting behavior and attitudinal change, and the design of advanced human and computer interfaces for representing and handling complex data systems. This programme will therefore develop applied game technologies, design principles and protocols, to transform the adoption of PSSs within mainstream manufacturing companies and so accelerate the foothold of gamifiaction in strategic business analysis.

Publications

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Lameras P (2013) A Game-based Approach for Raising Awareness On Sustainability Issues in Public Spaces in Proceedings of the Spring Servitization Conference 2013

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Shi V (2017) Using gamification to transform the adoption of servitization in Industrial Marketing Management

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Shi V (2017) Using gamification to transform the adoption of servitization in Industrial Marketing Management

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Ziaee Bigdeli A (2018) Measuring servitization progress and outcome: the case of 'advanced services' in Production Planning & Control

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Ziaee Bigdeli A (2017) Network positioning and risk perception in servitization: evidence from the UK road transport industry in International Journal of Production Research

Related Projects

Project Reference Relationship Related To Start End Award Value
EP/K014080/1 01/02/2013 30/09/2014 £477,591
EP/K014080/2 Transfer EP/K014080/1 01/01/2015 30/04/2018 £409,418
 
Description Early outputs indicate a significant opportunity to apply gamification to accelerate the adoption of servitization. These will be developed and quantified as the programme develops. We have conducted a systematic review of over 140 high ranking journals and conference papers related to gamification. The findings from this review indicate the need for a practical methodology backed with consistent theoretical applications. These findings have been used to inform the development of a workbook; designed for the rapid development of effective gamification solutions. One of the key aims of this workbook is to enable the research team to forge links between games developers and manufacturers, leading to the effective delivery of gamification solutions for servitization.
Exploitation Route The next stage of developing servitization gamification is to engage the tech/gamification community in a 'Games Jam' to be held in London in February/March 2015.
This will bring together a body of around 100 gamers and programmers to develop their ideas around the challenge of communicating the concepts of servitization to the manufacturing business community.
Sectors Aerospace, Defence and Marine,Agriculture, Food and Drink,Chemicals,Construction,Creative Economy,Digital/Communication/Information Technologies (including Software),Education,Electronics,Energy,Environment,Financial Services, and Management Consultancy,Healthcare,Manufacturing, including Industrial Biotechology,Pharmaceuticals and Medical Biotechnology,Transport

URL http://eprints.aston.ac.uk/22739/
 
Description Findings have been used to develop our understanding of the area and challenges presented by servitization. They have also significantly informed the future design and direction of our servitization gamification development. Findings have been used to: •publish journal papers and publications •inform both academic and industrial conference presentations and dialogue with manufacturing industry •inform initial development of gamification processes, workbook and a workshop and Games Jam for designing gamification for servitization. •develop an on line platform (www.servwire.com) to enable members of the network to engage with the research team and each other •contribute to ongoing research with colleagues in Advanced Services Partnership and at the Advanced Manufacturing Research Centre, University of Sheffield a gamification workbook to inform our future activities and development •help our servitization research colleagues to organise the annual Spring Servitization Conference
First Year Of Impact 2014
Sector Digital/Communication/Information Technologies (including Software),Education
 
Description Playgen 
Organisation Playgen Ltd
Country United Kingdom 
Sector Private 
PI Contribution We worked with Playgen to facilitate a 'Games Jam' in London at end Feb/ Beginning of March 2015. Collaboration so far has taken the form of participation video conference meetings.
Collaborator Contribution We are currently working with Playgen to facilitate a 'Games Jam' in London at end Feb/ Beginning of March 2015. Collaboration took the form of participation in an advisory capacity in video conference meetings.
Impact No output. Following problems with the supplier Playgen it was decided to postpone the Games Jam and organise it ourselves at a later date.
Start Year 2014
 
Title Drilling for Success 
Description An interactive game designed to persuade users of the potential benefits of servitization from the perspective of the customer. 
Type Of Technology Webtool/Application 
Year Produced 2016 
Impact Initial responses show that the game provides a fun and accessible introduction to the concept of servitization for manufacturers. The game is in the process of being tested by undergraduates and industry representatives, and publications related to its development and usage will be forthcoming. 
URL http://drillingforsuccess.co.uk
 
Title The Boardroom Game 
Description Digital game providing users with a demonstration of various scenarios related to servitization. 
Type Of Technology Webtool/Application 
Year Produced 2017 
Impact Description of impact will be forthcoming in publications. 
URL http://boardroomgame.com/
 
Title Unlock Your Insight 
Description A gamified application providing users with visual insight into their competitive strategy in relation to servitization. 
Type Of Technology Webtool/Application 
Year Produced 2016 
Impact Based on a workshop activity, this gamified application allows users to remotely explore their competitive strategy in relation to servitization. The data obtained from this application provides insight into the perceptions of directors within organisations related to their current and future competitive strategies. The data demonstrate that directors within the same organisation can have different perspectives of what their current and future strategies might be. Directors in manufacturing companies are sent reports that allow them to compare their competitive strategies with one another, and provide a point of entry for engagement by the research team. 
URL http://unlockyourinsight.co.uk
 
Description ADL Workshop 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Good discussion and Q & A session.

not known
Year(s) Of Engagement Activity 2013
 
Description CIOB event: Gamification for Business 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Professional Practitioners
Results and Impact Good discussion and Q &A following talk

Made contact with
Year(s) Of Engagement Activity 2014
 
Description Design Thinking Tender Workshop for Games Companies (Sheffield) 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact The workshop was hosted by the Advanced Services Group and the AMRC. Games companies were invited to express an interest to produce games for the Advanced Services Group as part of a multi-supplier framework. Following receipt of these expressions of interest, three companies were invited to participate in the tender workshop. The workshop was structured around principles of design thinking, and participants from games companies worked with members from the team at ASG and AMRC to produce concepts for games related to servitization. Of the three companies selected, two were chosen to be part of the framework, and all companies stated that they found the experience valuable. Future workshops were planned to continue creation of games for servitization.
Year(s) Of Engagement Activity 2016
 
Description Digital Culture Conference, Dublin. 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation keynote/invited speaker
Geographic Reach International
Primary Audience Public/other audiences
Results and Impact Good discussion and Q 7 A afterwards

not known
Year(s) Of Engagement Activity 2013
URL http://www.digitalmeetsculture.net/article/conference-about-use-re-use-and-access-prestigious-event-...
 
Description Dissemination of Unlock Your Insight at Servitization Conference 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Manufacturers attending the 2016 Servitization conference were introduced to Unlock Your Insight; an online gamified tool designed to help manufacturers identify their competitive strategy in relation to servitization.
Year(s) Of Engagement Activity 2016
URL http://www.tmservitization.com/
 
Description GALA Summer school on Serious Games 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? Yes
Geographic Reach International
Primary Audience Undergraduate students
Results and Impact Students very engaged by the opportunities of gamification

Significant interest from participants
Year(s) Of Engagement Activity 2014
URL http://academy.seriousgamessociety.org/groups/profile/148916/gala-summer-school-2014
 
Description GREAT Conference 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? Yes
Type Of Presentation paper presentation
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Good discussion and Q&A.

Made contacts with academic in related fields
Year(s) Of Engagement Activity 2013
URL http://www.greatconference.eu/index.php/registration-submissions
 
Description Games Jam 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Other audiences
Results and Impact The games Jam brought together 28 individuals interested in forming teams and spending a weekend designing and creating games to enable players to learn more about servitization.It also enabled the research team to learn more about games jams and the motivation for .
The process was a learning process on a number of levels and will inform future development of gamification for servitization.
The Jam was supported by business executives from Rolls Royce and Majestic.
Year(s) Of Engagement Activity 2015
URL http://www.aston.ac.uk/aston-business-school/research/events/business-games-jam/
 
Description Midlands Games Event - What can universities do for the games industry? 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Industry/Business
Results and Impact Round-table discussion hosted by Birmingham City University between academia and industry related to the possibilities for collaboration. Contacts made related to connecting games industry as service providers to manufacturers.
Year(s) Of Engagement Activity 2016
 
Description Midlands Simulation and Games Network 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach Local
Primary Audience Other audiences
Results and Impact Round-table amongst academics hosted at Birmingham City University to discuss potential links between academia and games industry
Year(s) Of Engagement Activity 2016
 
Description Norwegian University of Science, Trondheim, Norway 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Other academic audiences (collaborators, peers etc.)
Results and Impact Good discussion and Q & A afterwards

n/a
Year(s) Of Engagement Activity 2013
 
Description Product Service Systems Workshop (Sao Paulo, Brazil) 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Study participants or study members
Results and Impact This was a British Council Researcher Links workshop entitled 'Enhancing Relevance and Impact in Brazil for Research in Green Technology Management & Product Service Systems'. The workshop involved participants presenting their research, visiting factories, and creating strategies for impact and engagement between academia and industry. The workshop introduced and expanded the approach of design thinking in business model innovation and gamification, which informed further engagement activities with manufacturers and games companies.
Year(s) Of Engagement Activity 2016
URL https://www.britishcouncil.org.br/events/newton-fund-researcher-links-workshop-baines
 
Description SEGAH conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation keynote/invited speaker
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Good discussiona nd Q & A afterwards

n/a
Year(s) Of Engagement Activity 2013
URL http://www.ipca.pt/segah2013/