Wednesday, March 17, 2010

Serious Games @ Imaginary And Game2Growth


Specializing in Serious Games for training, marketing and charity campaigns


Via: Imaginary and Game2Growth

Lucia Pannese is the CEO at both Imaginary Srl and Game2Growth Ltd.

She founded Imaginary in 2004, having Serious Games design and development as the core business.

In 2008, she founded Game2Growth Ltd that is a virtual tenant at SGI.

Imaginary is based in Milan, Italy, whilst Game2Growth is a private company within the Serious Games Institute, Coventry University Technology Park – both specializing in the design and development of Serious Games for training, marketing and charity campaigns.

Aligned with Imaginary’s value proposition Play With Knowledge, the company develops technological applications to share corporate knowledge interactively. These solutions allow the collection and processing of information, as well as the creation, exchange and development of knowledge via simulations, games and other effective and innovative approaches.

Imaginary Platform


To develop its Serious Games, Imaginary uses a proprietary platform that can create four types of games, depending on customer needs:

• “Chameleon” produces non-branching or branching stories. In this case, Serious Games are able to simulate the communication and behaviour adopted in a particular context, and is used for behavioural training of company staff (e.g. the sales force);

“MaSCot” (developed by Imaginary together with EM&M) is a tool to:  

o forecast how the individual topics in a communication piece may influence the market positioning of a new product; 

o assess the effectiveness of communication between the sales force and target customers

Questionnaires with a graphical interface, in which the clickable elements to be found on the screen generate the question to be answered;  

Games with a logical/mathematical or free-choice animated  interface.      

Each simulation can be designed for a single player or multi players.

The Imaginary platform comprises three level: the first is the technological base; the second contains the parameters to be measured and, as required, can be a model of skills and competences, marketing, communication or a mathematical concept; finally, the third level is the interface (content and graphics).

The model can be personalized according to specific customer requirements to reflect as closely as possible company culture or a particular context.

To ensure that the games are not purely deterministic, random situations can be included in the simulations.

Mobile Games

In collaboration with Game2Growth, Imaginary also develops mobile games for learning.

As the use of mobile learning applications is clearly different from PC-based ones, they tailor their applications in a way that:

• Learning can be interrupted at any time and resumed at the same point when it is next revisited

• Learning content is divided into small learning chunks, so that they can be used at odd corners of time

• Likely background noise and distractions are already factored in the game design

Find more at http://www.i-maginary.it/