Did you know that virtually everyone under 21 has played a computer game at least once? People love games. They amuse us, challenge us, engage us, and include us. Playing games is part of the human experience. Why not make it a regular part of the business experience?
For older generations, games were part of business but usually only as sweepstakes or raffles. Games today are much more experiential. Think of any type of environment, and there is probably a game that simulates it. There are even games where people create alternative realities for themselves; virtual worlds with alternate personalities and personas. Some game players even spend real dollars on imaginary products for their simulated world (to the tune of millions of dollars of revenue for the game creators).
So ask yourself the “what if” question. What if you could take your product or service and offer it, or some aspect of it, in a game, simulation or fantasy? Can you create a game that provides your customers and prospects the experience of your product or service?
Training Day
Considerations should include the entertainment value of what you offer. If it is not entertaining in some way, it won’t have much appeal. Another consideration is the opportunity to use the game or simulation to educate. Financial planners use software simulations so investors can run unlimited scenarios when planning for their retirements. Training companies discovered years ago the value of games to help their customers learn more effectively.
Lawyers could stage trial or negotiation simulations. Manufacturers could use games so customers could try and sample different product configurations and uses before buying. Consultants and accountants could use games to play out different strategies and tactics before actually spending the money to implement them.
Games and simulations are ways to connect with customers and prospects on levels that are comfortable for them. Customers and prospects can try things without risk. They can connect, at least on a virtual level, to the value a particular product or service offers.
Game theory is becoming reality. Put the innovation hats on and explore ways to simulate and entertain. Provide your customers experiential connections to your business. Once they get on board, you can convert them to customers for life.
Ken Cook is managing director of Peer to Peer Advisors, an organization that facilitates business leaders helping each other. You can reach him at kcook@peertopeeradvisors.com.
