This document discusses strategies that business schools can use to incorporate serious games into their programs. It outlines 5 levels of strategies from basic "Recycling" of existing games to the more advanced "Co-design and Co-branding" approach. For each level, it provides examples and estimates their potential to impact student reaction, learning outcomes, results, and return on investment. The document advocates for the most advanced approach, "Co-design and Co-branding", as the best strategy where business schools partner with serious game editors to jointly create games. It also presents an 8-step approach for developing an innovation strategy using games that involves co-design with students and companies.

1. Innovation is a Serious Game
Hélène MICHEL
helene.michel@grenoble-em.com
@helenemichel3

2. How a virtual cow changed my life
Hélène MICHEL - Serious Games - 2015

3. Hélène MICHEL - Serious Games - 2015

6. Serious Games Strategies in Higher Ed
Hélène MICHEL - Serious Games - 2015

8. Evaluating the performance of a training process
Kirkpatrick & Kirkpatrick (2006); Philips (2002)
Reaction
Results
ROI
Doing
Learning
Knowing –
Doing Gap

9. Serious games allow us to…

10. Be responsible
B

11. Understand complexity

12. Be involved

13. Train

14. Recruit

15. Given this context,
what is the b-schools’ game plan ?

16. Level 1: Recycling

17. #Ex1 : Create Business Ideas using a Rubik’s Cube
Hélène MICHEL - Serious Games - 2015

18. #Ex2 : L’Oreal game to train hairdressers

19. Estimated performance of
the «Recycling » strategy
Doing
Reaction
Results
ROI
Learning

20. Great! But…
« I didn’t expect
to become an hairdresser… »

21. Level 2: Ready-to-wear

22. Daesign – Chambery Business School

23. Doing
Reaction
Results
ROI
Learning
Estimated performance
of the « Ready-to-wear » strategy

24. « What am I paid for?
Providing license codes? »

25. Level 3: Home-made

26. A new form of intellectual contribution ?
?

32. Doing
Reaction
Results
ROI
Learning
Estimated performance
of the « Home-made » strategy

33. « It was stimulating and fun.
But I am not going to do this again!
It’s not my job! »

34. Level 4: Haute-Couture

36. How do you get funding for this?
Developing a « funded » project
Waiting for donations from generous alumni
Harassing the Board for an investment

37. The forgotten « WP5 »
Work Package 5: Valorization
Examples of tasks:
T1: Organizing a conference
T2: Creating new training programs
T3: Developing a serious game

39. Hélène MICHEL - Serious Games - 2015

40. Smartifacts
Hélène MICHEL - Serious Games - 2015

41. Doing
Reaction
Results
ROI
Learning
Estimated performance of the
« Haute-Couture » strategy

42. « Are we becoming editors?
Who is going to answer to the hotline?
Who will send the licence codes? »

43. Level 5: Co-design & co-branding

44. B-schools: from customers to partners
B-schools
1. Content
2. Visibility on the higher
education market
3. Academic legitimacy
SG Editors
1. Game Design
2. Innovative pedagogy
3. Distribution capabilities

45. Doing
Reaction
Results
ROI
Learning
Estimated performance
of the « Co-branding » strategy

46. The « serious » cycle
Recycling
Ready-to-wear
Home-made
Haute-couture
Co-branding

47. Select your strategy
Is the topic of SG in your b-school’s strategy ?
YesNo
Is there a market ?
No Yes
External Internal onlyCo-branding with
an editor
Haute-couture
Find another
topic
Do you have the financial resources ?
Home-made
No Yes

48. « What if the Innovation was out there? »

50. Eiben, Christopher; Siegel, Justin; Bale, Jacob; Cooper, Seth;
Khatib, Firas; Shen, Betty; Players, Foldit; Stoddard,
Barry; Popovic, Zoran; Baker, David (2012). « Increased Diels-
Alderase activity through backbone remodeling guided by Foldit
players ». Nature Biotechnology 30 (2): 190–192.
Retrieved February 22, 2012.

56. Doing
Reaction
Results
ROI
Learning
Estimated performance
of the « Learning » Process
Innovation

57. How to develop an Innovation Strategy
with Games?

58. Co-design & Crowdfunding
with Students and Companies
Hélène MICHEL - Serious Games - 2015
#1 Developing our Serious Games Portfolio

59. Hélène MICHEL - Serious Games - 2015
#2 Deploying Games in Innovation Spots

60. #3 Presenting games as a
differenciation tool in innovation
Hélène MICHEL - Serious Games - 2015

61. #5 Developping a Method to design
Games for Innovation

62. #6 Creating a Playground
Hélène MICHEL - Serious Games - 2015

63. #7 Offering a mobile experience
Hélène MICHEL - Serious Games - 2015

64. #8 Training Game Masters
Hélène MICHEL - Serious Games - 2015